Customer Journey ManagementSeptember 29, 2014a 2 mins read, written by marcel
When you say it like this it sounds a bit expensive and time consuming. Managing the journeys your customers have. Especially when you have over a million customers. How do you manage those journeys? How do you prioritize? Well, there is a way
You actually need to talk to your customer, but first identify your targetgroups. Create personas and make those important within your own organization. Your employees need to feel the urgency that they are working for them. To come up with targetgroups you need data. CRM related data, web related data, data gathered from previous customer research. All together they it will form a base to create distinctive personas.
Interviews & Mapping
Then you need participants for in-depth interview. These participants need to be related to your personas. During the interviews you need to figure out what they do, how they do it and what/how they feel while doing it. These interviews will lead to relevant customer journeys with you can plot into a customer journey map. There is no good or wrong with the number of participants you have during this phase.
Ideas & Priorities
The value of having real customers envolved in your research is very obvious when you ask them about new ideas. They most certainly always have good ideas about your service and how things can be improved. The most important thing during this phase of the research is that you enable them instead of getting into the defensive mode and trying to tackle all their ideas. Here is the role of the workshop facilitator very important. It is a fun exercise to prioritize the ideas with them.
When you talk about the 'how' of their journey you analyse the touchpoints via with the participant comes in touch with your brand. Here is the key to measuring succes of your customer journey management. You need to connect Key Performance Indicators (KPIs) to these touchpoints in order to see whether the touchpoints contribute to the overall business goals. Now, you are able to steer you customers towards to 'right' way of travelling.
The baseline has been set. The first number of participants have been interviewed and everything has led to some ideas which have been realized. Now the real management of these customer journeys start. Not only with constantly analyzing the KPIs and keeping track of your dashboard. No, you need to continu what you have started with your customers and internal stakeholders. Those are the people how are the most important when talking about customer journey management. They need to be involved when realized ideas need to be evaluated. When customer journeys need to be sharpened. So, managing customer journeys is the start - a tool - of really engaging with your customer. Talking to your customer.