Being customer journey-centric is not exclusive to multi-billion dollar companies that spend countless resources in consulting and analyst teams. Maybe that was true a decade ago, but technology, processes, and experiences have all evolved.
Using a progressive approach, enterprises of all sizes can gain understanding of the end-to-end customer experience to enable rapid and informed decision making and drive an outstanding customer experience.
Starting from the beginning may seem daunting, but it won’t be long before you begin to see an impact.
Stage 1 – Discovery
In this phase you are starting to evaluate how adopting customer journeys might drive better customer experiences and ROI. Your priority should be to develop an understanding of what data you need to support a journey-centric view of customers.
It’s worth noting that although you may have 30 data sources, you don’t need to organize them all to make meaningful progress towards understanding customer journeys. We recommend starting with four main sources: web/digital, mobile, IVR, and agent desktop.
Determine where you should start: what journeys are most important? Which journeys will provide the most ROI with the least effort? A third party specializing in journeys can help with this process by facilitating a Strategy and Activation workshop.
Stage 1 is a critical beginning on the road to Journey Intelligence. Although the clear ROI starts to come in Stage 2, you will still get value from your efforts. Organizing your data and establishing a taxonomy (the classification of data into categories and subcategories) will provide value for other applications and uses beyond just journey mapping.
Most importantly at this stage, you are creating a meaningful foundation for incredible ROI in the future, not to mention ensuring the organization establishes a proactive and strategic CX vision.
Stay tuned for part 2.
Stage 1 is a critical beginning on the road to Journey Intelligence. Although the clear ROI starts to come in Stage 2, you will still get value from your efforts.