It is a known fact that 75% of our customers are will to
walk away from our respective organizations. Besides, almost 90% of customers
say that poor service damages the impression of any brand. I think
organizations believe these statistics and want to do something about these
strong trends; however, they may not be going about it in the best way. We see
organizations jumping on the bandwagons of CRM, retail online, mobile-first,
omnichannel, customer-experience (CX), chatbots, smart digital-assistants
customer journeys, and hyper-personalization. The question for organizations
is, what should they do first, and how to sustain a true customer excellence
program?
I think the key to increased customer satisfaction and
sustained loyalty is Journey Intelligence. Understanding your customers and how
they are shifting, almost in real-time, is quite dependent on journey
intelligence. This isn't just about collecting and storing a reservoir of the
customer and journey data as part of a big data push. It means truly listening
to customers and matching it to their behavior on their customer journey, which
may start before your organization's process and for activity beyond them. If
organizations are serious about their true customer experience and want to
guide their customer excellence programs, they will be spooling up a true
Journey intelligence effort.
This means expanding the collection of data or information
about the personas that the customers play over and above simple segmentation,
the journey interactions of all personas involved with striking an outcome
balance between the organization and the customers, the processes and systems
leveraged, the technologies leveraged and the people resources at every
touchpoint. Once this expansion of customer rich data has been completed, the
next step is to add appropriate intelligence by mapping on the customer events
on timelines, customer goal progressions, and the effectiveness of all resource
support of customer goals.
This group of analysis/inference results will be over and
above the normal metrics of revenue, retention, acquisition, churn, repeat
purchases, and other traditional analysis. These enable teams and functional
areas to not just understand who, what when, and where, why customers did what
they did. This results in a turbo charge customer intelligence and even enable
new forms of customer journey analysis. Organizations will also learn more
about their customer classes and individual tendencies to inform future
interactions. Journey intelligence will guide the efforts needed to up the
customer excellence game plan. This is an ongoing challenge and set of efforts
that will emerge.
Net; Net:
Leaving Journey Intelligence out of the mix is a real danger
for organizations as they falsely believe that they know what the real customer
journey is for their customers. This is not necessarily a sin of commission,
bit more of omission. They generally only consider the standard paths they over
and assume the complete journey occurs in and around their particular
organization. If organizations truly orchestrate relevant and consistently
great experiences, they will both see reduced costs over time and revenue
increases from refugees from the competition.
Nice Share Jim
ReplyDeleteCustomer engagement was there in the market but in this world of social media it has got an immense importance. Which every brand should pay utmost attention
Regards,
pm kisan rajasthan