As customer experience is taking over other factors when it comes to customers’ buying decisions, companies are trying to find many ways on how they can improve it. And for call centers, especially those who offer customer service, providing great customer experience is vital. One option they could look at is white space mapping.
White space, according to Idris Mootee of Idea Couture, is where “unmet and unarticulated needs are uncovered to create innovation opportunities. It is where products and services don’t exist based on the present understanding of values, definition of business, or even existing competencies.”
For call centers, there may be white space that the management does not know to exist. For customer service innovation to work, they need to explore that. Discovering white space and filling them to provide a better customer experience is achievable through mapping. Exploring new opportunities in an existing market might be hard if you are just stuck inside the box. Thinking outside it and maybe even creating a new one is needed.
Innovation Management stated that “white space mapping is a process and tool that allows us to look at the landscape up and down the value chain with a new lens. It can help uncover opportunities that are not obvious; it can identify new openings untouched by competitors, or it can be considered part of what was traditionally deemed a remote, different industry or outside the boundaries of the firm.”
Strategies or campaigns that will be discovered through white space mapping can be used to give greater customer experience. That customer experience or value will then be translated to economic value.
Approaches Call Centers Can Do For Better CX
With white space mapping, you can find a way to understand the life of your customers. If you do that, it will definitely affect, in a positive way, your relationship with them. As customer experience is more important to them than price and product quality (Super Office, 2018).
Another way you can use white space mapping is through finding out the real issues your clients or customers are facing. With the current way most call centers are doing business, most consumers are not satisfied with how they handle calls. But when they find that white space — the root problem of most customers — it will be easier to solve their concerns.
Offering a solution to an existing problem by white space analysis can be very helpful. Though just by thinking of the things you need to do — completely understanding products and services that are sold more than the others and vice versa and looking at customer concerns and queries or most asked questions — can be very exhausting. However, it needs to be done in the sake of customer experience.
There are different approaches, the external-focused, internal-focused, and the future-focused one. Each of these approaches is used for different situations. They also will result in a different outcome.
The analysis may result in product change or change in the approach of how you handle customer service but it will provide a better outcome in the long run.