The importance of optimizing the customer journey has never been greater than it is now. Creating positive client experiences will benefit any company. It will be able to urge potential clients to become customers.
The same is true for existing consumers, who will seize any opportunity to protect the brand against dissatisfied customers. They may also just decide to share their experience with others out of enthusiasm or happiness.
The customer journey before and after omnichannel
Businesses used to care about their customers, much as they do now. But they could only provide multi-channel help to their consumers. This includes email, phone, and instant message interactions. While this is still the case, these methods may have problems in the customer journey context. For example, due to a lack of information, follow-ups may not be completed appropriately, or answers may be inconsistent. This is an excellent recipe for steadily lowering consumer happiness.
So how can this be fixed?
Well, the answer is omnichannel contact center solution.
We have observed advancements in recent years as a result of digitization. Indeed, things are changing in the consumer journey, especially now that businesses are embracing omnichannel. This idea seeks to provide the same level of service across all channels. In summary, regardless of the method of communication used, the client experience will be excellent. In addition to the devices, smartphones and tablets are now available for customer support. This is the most convenient solution available to the consumer. As a result, he anticipates that customer support will consider and aid him whenever he requires it.
You may begin to discover where consumers are unsatisfied with their interactions by studying and mapping the contact points of the customer journey, collecting feedback after each one and analyzing their performance. This assists in identifying places that require improvement, commonly known as pain points.
Contact points are key to the Customer journey
For contact centers, modeling an ideal customer map isn’t only about knowing the contact points for each client. In fact, contact points in the customer journey may be classified into three steps:
Before: This area pertains to how the consumer first learned about your company. A customer can learn about your business or its products in various methods, including word of mouth, social media, TV ads, billboards, print ads, and so on.
During: The communication channel via which clients connect with your agents, be it social media, telephone, email, SMS, webchat etc.
After: This category is concerned with what occurs after a customer interaction. Product/service assistance, billing, customer service, and client feedback surveys etc.
On the other hand, getting the quantification of these contact points is not always easy. Because they are not necessarily traced in the business system. That’s why technologies like CCaaS solutions offer the possibility to calculate, quantify and make sense of the performance of each touchpoint.
In my experience, it is often possible to approach even a rough quantification. Do not hesitate to check the key performance indicators of each campaign: no. of incoming/outgoing calls, no. of complaints per channel, etc.
Finally, it is good for call center managers and leaders to rely on their agents and for more than just talking to customers. They can help you pinpoint what McKinsey called ” the moment of truth” in the customer journey. This refers to that moment where customer interaction can either be extremely positive or negative.
And it is at these pivotal moments, the customer relationship optimization effort should be targeted. They will enable you to prioritize your efforts to reimagine the Customer Experience. At the same time, these moments of truth should be monitored as a priority for assessing Customer Experience performance. Finally, they will allow you to shape an ideal structure to your customer journey.