Today most organizations have a "let them eat cake" approach to customer service. Organizations, today, set up the touchpoints and how the customer is supposed to interact with the systems and the people, if they are lucky enough to talk to a real human with the right skills. We all have our stories about really poor service and it's getting worse these days. This is just not acceptable, going forward, in the new Digital Era.
Listening within Existing and Constrained Journeys (reactive):
Often there are existing systems and procedures in place that were designed to save time and money for the organization. Good customer service folks will listen to the customers and try to find the best solution for the customers needs and goals. Often the best people know the ways to soothe the customer despite the difficult and unresponsive systems. This a reactive approach to listening and the customer service staff become the shock absorbers between the unfriendly / frustrating systems or procedures and customer needs.
Listening for New Approaches to Journeys (predictive):
Customers will let you know their needs over time and this information can be gathered and leveraged to design a better set of touchpoints and interactions. Systems and procedures can be improved to intercept a better net promoter score. The question is how radical of change will be necessary will be needed to move the needle in a positive direction. Leveraging customers along the way to final solution is often a technique that is leveraged in these situations.
Listening for Catch Points in Existing Journeys (proactive change):
It matters not if organizations are stuck with existing touch points bound by past decisions or organizations have newer customer experiences, there should be ongoing analysis of actual journeys that have been or are being captured in logs. These data points should be mapped into journeys over time-lines and coordinated with satisfaction scores. The most proactive organizations will leverage process intelligence and compare and contrast alternatives to suggest, implement and test changes with the goal of better customer, employe and partner journeys.
Journey listening is not only a skill for the future, journey listening will become an organizational capability that will make a difference in a hyper competitive world. Those organizations that believe that product / service design and low cost will carry the day in the new digital are sadly mistaken. When customers can buy from so many sources, the game is changing. The differentiator in extreme competition is the customer experience. Good journey listening to you all.
Existing Process Problems
Customer Journeys and Organizational Silos
Journey Mapping for All
Journey Mapping Case Study