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In this video, we will cover how to improve your customer journey in just
1) Listen to your customers
Your customers are the most accurate source of information about your current customer journey. They can quickly tell you areas that work well, and the areas you can improve. Discuss the whole process from inquiry, the sales process, their onboarding and how they rate your interactions with them in general.
Use surveys, emails and your account managers to gain as much feedback as possible. Try not to incentivize this feedback as this could affect what they write, and you want it to be as genuine as possible.
Make sure you try and cover all departments, this will allow you find any problem areas and the areas which exceed expectations.
2) Create a memorable experience
We all now absorb so much information on a daily basis, that you need to make sure you are making an impact – you need to find a way to stand out. Think about customer experiences you have had, at both extremes – the great and the awful.
Which brands that you know of really excel in this area, think of how easy it is to return a product on Amazon for example, or how helpful the Apple Genius employees are and how they help to solve any issues you have.
Who else can you think of? Why not leave a comment on YouTube so that we can discuss it?
From a B2B point of view this is invaluable as you may deal with different people at different stages of the customer cycle. For example, a purchasing manager or Director may initially buy your service but is likely to hand over the day to day to someone different.
As you will likely deal with various employees over time, make the most of each interaction to ensure you build a rapport and thus advocates for your company within that organization. That way, if one person leaves or moves department you still have other advocates for your software or service and can ensure the retention of their business.
3) Listen to your employees
An engaged and happy employee is going to deliver a better experience to your customers. Do regular surveys of your employees too, to discover any issues that can be easily resolved to keep morale high. Many of your employees are likely to be the front line to your customers, they will hear issues from them directly and can also feedback any comments about things you are doing well.
A customer journey is not just about your customers though – it encompasses everyone who interacts with your brand, this is your employees, partners and influencers who work with you too.
The most important part of employee is acting on the information you receive there is nothing more demotivating than a company who asks questions but does nothing about them as your employees will feel unheard and unvalued.
4) Engage your employees and departments
You can put as many processes as you like in place across your business, but if you do not have motivated and engaged employees they will make very little difference to your results.
Make sure your employees and all departments understand why you are tracking and implementing these changes. What outcomes are you expecting to see? Make sure they are involved in the conversations on how to best make these changes.
Bring all departments in so that they understand how they impact the customer journey. What can they do to improve it, how can they feedback any queries or concerns?
5) Track the right numbers
When you initially look to map out your customer journey you will need to gather as much quantitative and qualitative data as possible form all areas of the business. You will need to plug any holes in this data, so that you are not making assumptions in any areas.
Track your NPS score from your employees and customers, look at key metrics that show you engagement such as time on website, and number of pages viewed.
A final few points, with all this data you need to make sure you act on it in some way, even just acknowledging it publicly if it is something that will take longer to fix. Make sure you are constantly looking at how you can improve your processes to remove pain points for customers and employees.
I hope you found this video helpful. Please feel free to comment below the video should you have any questions or requests for future content, and one of the team will get back to you.
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