JourneyScaping with ENGAGEcx

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1 JourneyScaping with ENGAGEcx Retooling for the On-Demand Customer The fundamental piece of knowledge you need to start with is a thorough understanding of the journey that your customers take with your company. Harvard Business Review www.

2 2 The On Demand Customer Customers want a quick and seamless experience that transcends Digital and Physical, and they want it now. The Age of the Customer Social, mobile, analytics and cloud technology trends are driving the characteristics and expectations of the On Demand customer. As a result, Customers know more about the products and services they desire and are testing the boundaries of brand authenticity at every touch point. On Demand Customers expect organizations to: Provide immediate access to accurate information Fully understand their needs on every interaction Use data stored about them to directly meet their needs Do it all, now! In order to meet the needs of the On Demand customer, engagement needs to become the responsibility of the whole business and brand promises need to be echoed in every customer interaction. Further, every customer interaction is a test: delight the customer and they become an advocate; underperform and their complaint can be shared with the world. Most organizations fall short trying to meet these new expectations. They are rapidly learning that they are illequipped to address this challenge and at the same time their Customers are growing impatient. Further, the new expectations are changing the rules and making traditional loyalty a thing of the past. Over the next decade, winners and losers will be chosen based on their ability to react to this challenge. The Need for Customer-centricity For most organizations, the challenge lies in their legacy approach to customer relationships. Organizational design was focused internally and driven by efficiency of functional units. Organizations have customer contact siloed by function and often at the expense of overall customer satisfaction: Marketing defines and targets like groups customers (Segments) to drive demand Leads are handed to Sales, which is organized around customer size, territories, products or services When present, Loyalty teams create offers for existing customers for use in retention programs Customer Service tries to keep customers happy but is isolated and issue driven Economic swings over the past decade have forced organizations to fine-tune the existing processes in order to drive productivity and profits. The meteoric rise of digital technologies that have empowered the Customer challenge this inside-out organizational design. To make matters worse, innovation in Marketing Technology is changing the way Companies promote their businesses across customer touch points. These innovations are further enabling micro-segmentation by Persona, which is fundamentally redefining the rules of the game. The Problem: Internally focused functional departments prevent organizations from scaling to meet micro-segmented expectations of today s customers.

3 3 Meet Sarah She s Changed the Game! Meet Sarah. Sarah is happy, idealistic, unmarried with discretionary income and dreams of being a fashion designer. Sarah is a Persona that defines a micro-segment of customers that brings audiences to life in a very human and real way helping marketers gain a better understanding of behaviors, patterns, needs and preferences. Sarah s Persona is one of dozens that contemporary marketers may define to better understand and target their customer base. Sarah has a different Journey Journeys capture every step of the interaction life-cycle of each Persona and captures the nature of the customer relationship in the new Digital-Physical world. By definition Sarah engages with a company differently. Her interests and past purchases are unique to her. And, as she has largely grown up with mobile technologies, her communication preferences, engagement tendencies and desire to be known are singularly her own. Marketers are getting good at reaching Sarah with relevant content and messages at touch points on her Journey, but Sarah is easily annoyed. She wants companies to know her likes and preferences and will patronize the ones that understand and know how to connect with her. But she makes it clear that she engages when she is ready and is quickly alienated if she thinks that she is being forced through a generic step in a marketing or sales process. Sarah represents a rapidly growing number of customers across all organizations. The Acute & Growing Problem: Scaling to Meet Sarah s Needs As Marketing technologies continue to mature, it is critical for companies to identify how they will follow through to support numerous segmentation strategies and customer expectations. Companies need to ask Who is the internal advocate for Sarah? She is not a prospect in a marketing database nor will she respond to a barrage of personalized notifications. She will not tolerate being relegated to an impersonal call center when the self-service process falls short. Sarah wants to connect in a real and authentic way and companies must overcome all obstacles in order to do so. The challenges companies face are deeply rooted. Overcoming them becomes more difficult every day Engaging Customers consistently across all channels is hard Functionally oriented systems and processes make Persona specific communication increasingly difficult. For example, what happens today when a shopping cart is abandoned and the digital process is aborted and the customer is still interested in making a purchase. A connection to a contact center is perhaps an option, but they are a one-size fits all solution where personnel turns over 40% per year. These siloed systems and tactical processes cannot begin to address customer needs across a growing landscape of real-time omni-channel, omni-media, digital and physical engagement. All Customers are not equal The needs and preferences of a customer in a high value segment makes engaging with them very different from other customers. The fact is that customers are not created equally and organizations are ill-equipped to: a) consistently know them when assistance is required, or b) treat them as the loyal, high value customer they are. Unfortunately, digital technology often gives companies a false sense of security in its ability to address the needs of their always on customers but, the early few are realizing that their employees and current processes must be better equipped. The Do it Now economy The advance of digital technologies has created a Do It Now expectation. Immediate gratification rules the day. The Do it Now customer expects her needs to be addressed with precision and expertise and the penalty of non-performance can be viral onslaught across social media. While customer-facing digital technologies are able to provide real time responses, they do not equip organizations to provide the same level of focused customer engagement that is required. The speed of digital advances is driving customer expectations and companies are struggling to adapt. Retooling is necessary with technology that is designed intentionally to solve the engagement execution problem faced by today s businesses.

4 4 Why do Customer Journeys Matter? Customer Journey s document how customers engage with a company. Customer Journey maps are most effective when they are organized by customer segment or persona like Sarah. The framework enables the capture of common activities across a like group of customers. Customer Journey Maps generally consist of the following information: Timeline: What is the sequence of events and activities that take place in the customer relationship? Stages: What process step is occurring that describes the activities of the customer? Is there a timeline relationship that exists between these steps? Actions: What is the customer doing in each stage? What actions are they taking to move from one stage to the next? Motivations: Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care? Barriers: What are the uncertainties or other issues preventing the customer from moving to the next stage? Opportunities: What structural, process, implementation, or other opportunities exist that could accelerate the move to the next stage? JourneyScaping with ENGAGEcx JourneyScaping with ENGAGEcx is how companies implement their journey mapping strategies. By digitizing the maps, companies can execute, measure and monitor customer journeys across all touch points - digital and physical - in real-time to deliver measurable results and ROI from the improved customer experiences. DIGITIZE the Journey Consumers are engaging with companies in an increasingly diverse set of ways. Journey mapping pulls together cross-functional teams to try and capture the scope of the customer relationship. Once the maps are completed with sticky notes or mapping tools teams select a few actions as focal points to improve the journey. JourneyScaping enables companies to easily and consistently automate the entire set of customer events, with sentiment and include full meta-data attribution across both digital and humanto-human touch points and map each activity to the appropriate stage of customer engagement lifecycle. EXECUTE the Strategy Customers are not created equal and their experiences are not one size fits all. Baby Boomers prefer talking on the phone and Millennial prefer social media and each category likely has numerous preferences (as described by their Personas) based on their loyalty to a brand. As a result, companies must execute hundreds of experiences consistently for customer groups across all channels. JourneyScaping with ENGAGEcx executes customer experiences by Persona (or micro-segment) across all communication channels inclusive of digital and human-to-human touch points to ensure consistent, personalized customer experiences regardless of where, how or with whom they engage. MONITOR your Performance Most organizations have numerous systems in place like call centers, social, web sites, chat, mobile apps, etc. to try provide omni-channel access to their customers. These silo d infrastructures create problems for all companies: one, they prevent the execution of consistent experiences across segmented customers; Two, there is no way to monitor holistic performance of the organization. JourneyScaping with ENGAGEcx monitors performance of all segmented CX strategies in the context of your customer engagement lifecycle and provides the tools and techniques to instantly draw insights from volumes of highly orchestrated data. For Companies to succeed, they must rethink the analytics that inform their segmentation strategies, the flow of the experiences they design, and the way they set up their internal operations for faster iteration and delivery of service. McKinsey & Co., Digitizing the customer decision journey, June

5 5 JourneyScaping with ENGAGEcx Digitize CX Journeys Execute CX Strategies Monitor CX Performance Engage your CUSTOMER Know and directly communicate with your customer regardless of where they choose to conduct the conversation. Digital-Physical Communication uniquely enables live and non-live communication across all media (voice, web, chat, video, sensor, location, web event) configured to segment preferences in order to fully engage your customers and respond to the signals they want you to receive. Digital-Physical Customer Recognition provides consistent recognition of customers and their corresponding persona or segment profile, regardless of how they engage, restoring the familiarity and relationship that has become lost. Engage your EMPLOYEE Intentionally connect segmented Customer interactions with the right employee in the right location. Employee Engagement Platform across the web, mobile apps, pluggable widgets or wearable devices to ensure your employees are always available and aware of the experience required. Segment Matching ensures each interaction is assigned to the right employee. Full interaction context and additional content are provided to further enrich the conversation. Virtual Host ensures white glove treatment can be extended to VIPs by cross-functional teams, while experts can be directly assigned to those who require specific assistance. Location & Proximity Connection leverages the attachments customers have to their communities by ensuring connection to the best local expertise for assistance on a personal level. Enrich the JOURNEY Enrich every step of a Customer Journey by orchestrating each touch point in order enhance the customer relationship. Fully Attributed Customer Journeys are executed against a segmented Engagement Life-cycle and enriched with customer sentiment in order to fully understand the relationship. Personalization occurs at each touch point by modeling unique contextual content that is provided to both the Customer and Employee. Big Data Performance Monitoring captures, organizes and enhances data where the process begins: the customer engagement and provides familiar tools to instantly monitor performance across volumes of data. Next Best Journey Action is determined by evaluating successful steps of relevant prior journeys across a peer group or segment.

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