In a world obsessed with the next big thing, sometimes it’s necessary to take a step back and see the big picture. When it comes to creating great experiences for your customers, it’s easy to get caught up in all the shiny tech buzzwords — AI! VR! Bots! IoT! But while those new technologies are great, and can certainly have a place in your overall strategy, they aren’t magic bullets to solve all your business problems. For true transformation to occur, you have to start by evaluating the current state of your Customer Experience — where it is now, and where you want it to be.
Follow your map and avoid shortcuts
What are your customers saying about your brand? Are they happy? You should be able to answer those questions. Mapping the customer journey and evaluating the feedback given at different interaction points can help identify where things are working, and where they aren’t.
Creating a customer journey map — a diagram that illustrates the steps customers go through when engaging with a company — is a way to evaluate your customers’ online experiences, in-store experiences, and/or any other experiences with your products or services. By mapping out specific interactions between your brand and your unique buyer personas, your CX team can better understand customer needs and identify any service gaps.
If this seems like a lot of work, that’s because it is. Organizations that want true transformation must first lay the groundwork; technology alone can’t solve CX problems if your processes are broken. But once you take the time to map out and fully understand your current state, you can begin to plug in the people, processes, and technologies that will help get you closer to your desired future state.
Give the people what they want
Gene Alvarez, Gartner’s managing vice president, explained that “customers believe that they have a relationship with a provider once they have transacted with that provider. They believe they should be recognized by the provider, and the experience should be mutually beneficial, and therefore designed with them in mind.”
Listening to customers and taking action on their feedback is the foundation for an experience they’ll come back for again and again. Today’s CX leaders consider the impact to customers when making nearly every business decision, and build technology strategies and processes around meeting customer needs. If you can’t communicate directly with customers, the next best thing is to gather feedback from them through social media channels or a survey tool.
Your workers can make or break CX
Today’s consumers can be fickle, and one bad experience with your brand can send them into the arms of a competitor. Your workers are the ones on the frontlines, interacting with customers every day. And if your workers aren’t happy, there’s a good chance your customers won’t be either — it’s a Virtuous Cycle of customer and worker experiences. Investing time and money into CX is futile if you don’t apply the same level of effort to your Worker Experience.
Customer Experience, Worker Experience, journey maps, Virtuous Cycle … where do you begin? We know laying this groundwork can seem daunting, so we’ve created a workshop to help you to assess your needs and jump-start your CX/WX transformation.