Tuesday Aug 26, 2014

Join Chuck LaDow, Kodak for Customer Service Best Practices Webcast Thursday, August 28 at 11 am PT / 2 pm ET

Want to exchange best practices with fellow customer service professionals but just don't have the time?

Take 30 minutes this Thursday, August 28th at 11 am PT / 2 pm ET to listen to Chuck LaDow, Director, Global Customer Support, Eastman Kodak, share lessons learned from his 35 years of experience leading customer service organizations at Kodak, as well as Apple, Dell, HP and D&M Holdings.

Chuck was one of the first contact center executives to implement 24/7/365 customer support.

Register for the webcast.

Tuesday Aug 19, 2014

CRM Evolution 2014: Mediocrity is the New Horrible in Customer Service

"Mediocrity is the new horrible in customer service." — Blair McHaney, President/CEO, Gold's Gym

Almost everyone knows that customers' expectations have risen. But, after listening to two days of presentations at CRM Evolution, I think it’s more accurate to say that customers' expectations have skyrocketed. Fortunately, most companies have gotten the message and are taking their customer service to a higher level. For those who've been hesitant to 'boldly go where their customer service organization has not gone before,' take heart. I’ve got some statistics that will encourage you to take those first few steps.

Why should I change?

  • By engaging customers online, ancestry.com achieved a 99.5% customer satisfaction score (CSAT) while improving retention and saving millions on greater efficiency, including a 38%-50% drop in inbound calls and emails.1
  • By empowering employees to delight customers, Gold’s Gym achieved a 77.5% Net Promoter Score (NPS) and 22% customer churn rate. No small feat when you consider the industry averages are 40% NPS and 45% churn.2
  • By adapting quickly to social media, brands like Verizon have benefited from social community members spending 2.5x-10x more than average customers.3

‘The fierce urgency of now’ is upon us in customer service. You can take your customer service to a higher level! To find out more, click here.

CRM Evolution Customer Service Experience Footnotes:

*Arvindh Balakrishnan, Vice President, CX and CRM Applications Business GroupIs Your Customer Service Modern?
*Blair McHaney, President/CEO, Gold's Gym, Wire Your Organization with Customer Feedback
*Becky Carroll, Associate Partner, Cloud Strategy and Solutions, IBM, The Power of Communities for Improving the Service Experience and Building Advocates

Friday Jul 11, 2014

CX Cloud Summer Soiree Friday, August 1 from 1-5 pm at the Columbia Yacht Club in Chicago by John Kariotis

Join AmberLeaf and Oracle for an afternoon of fun in the sun on Lake Michigan at the CX Summer Soiree

 

Many businesses are still organized and operate as they did before cloud, before social, before mobile, before big data and analytics arrived. Imagine for a moment what your business would be like if it these technologies were native to your business operations and not an afterthought.

  • How would you re-envision your business model?
  • How would you re-envision your infrastructure, processes, decisions and experiences?
  • How would you re-envision your products and services?

Join us at the AmberLeaf and Oracle CX Summer Soiree and explore new possibilities and opportunities for your business. Gain insight from a number of current clients and thought leaders in keynotes offering unique perspectives in a unique environment.

  • Oracle’s vision for Customer Experience in the Cloud
  • Improving service solutions through cross-channel interactions
  • Take a knowledge-driven approach to serving customer needs
  • How the integrated Customer Experience Cloud service solutions complement back-office ERP operations
  • Convergence of the Marketing and Service Clouds by automating how to maximize service interactions and marketing effectiveness
  • How to take control of your Social Cloud to transform your service operations
  • How to gain efficiency and improved returns on your CX investments

On the shores of Lake Michigan you will experience several educational and interactive discussions on the bow, on the aft deck, and on the forward deck of Columbia Yacht Club. Each session will be followed by Columbia’s Sommelier hosting a wine tasting set to the theme of ‘America Cup II’ between California and New Zealand.

We will clear the clouds by sampling different wines of each region while learning about Oracle CX solutions. Each tasting will be voted on which country had the best wine so you can determine who wins the next America’s Cup!

The Oracle CX Summer Soiree will allow you to collaborate with peers, industry leaders, Oracle experts and AmberLeaf to share ideas and stories.

Register for the AmberLeaf and Oracle CX Summer Soiree on August 1 from 1:00 – 5:00 PM CDT

Friday May 16, 2014

The Art of Easy - Part 6 of 6: Making Easy, both Effective and Efficient by Melinda Uhland

In the case of “What makes the experience” It's the age old question… which came first? The chicken? or the egg? There is a strong vote for the chicken (being the customer), as they squawk the loudest (especially on Social), but within the contact center, there is strong evidence that it was the egg (being the agent).

A Modern Customer Service organization is one that understands the importance of the Agent Experience as it relates to your customer’s experience. A modern organization knows that its support agents must be more than a pretty smile on an empty box, or a handshake at an open door, or a hallmark welcome greeting… Modern Customer Service agents curate engagements that result in lasting and profitable relationships with their customers.

The customers experience is frequently defined by how engaged the customer feels an agent is during an interaction – not just whether they were polite, but also whether they were trying to help. And there is a direct correlation between how engaged agents are, and how empowered they feel they in their jobs. A Modern Customer Service organization is one that improves its customer results by investing in the needs of its agents’ experiences. Empowering them with the tools that make it easy for them to be efficient and effective.

To know how well you are doing on delivering a great agent experience, don't just look at CSAT reports (although they can be a good indicator).

Start by asking your agents:

Are you being connected with customers that you can serve effectively?
How effective is that connection so the customer isn’t frustrated by the time they engage?
Once engaged do they have access to the information needed to solve the issue?
How many systems do they have to log into, search and reconcile conflicting information?
How many process scripts, cheat sheets and memos do they have to manage and memorize to navigate the engagement?
If they see an issue with your system/process during the interaction, can they apply/request a change?
How long does it usually take to have the change applied?
And, how many engagements will they have to handle without that change?
The list goes on, as does the time and frustration to your agents, if you are not making the engagement process easy. Let face it, you cannot afford to lose any of your agents, as you have invested in them and your business needs to deliver. So, if you are still running your contact center as a legacy cost center, then chances are you are driving up costs by not understanding your agents’ needs:

  • Your most seasoned agents: are your most valuable assets as they are the sherpas of your processes, saviors of your customers and the spirit of your brand.  They must be empowered for greatness. Honor their time to save your brand.
  • Your average agents: are your building blocks for change, whose systematic rhythm can deliver the highest return on efficiencies. They must be empowered for consistency. Listen to their pains to save money.
  • Your most junior agents: are your future, with an untarnished view on how you can improve to get ahead. They must be empowered for success. Leverage their passion and their fresh perspective for change.

By exploring the needs of each agent segment, you can understand how to apply technology to improve their experience:

The Experienced Agent: “Don’t waste my time!”

Your most experienced agents should be strictly focused on your most serious/complicated issues, and/or your highest value customers.  Having your most valuable agents handle questions that could be addressed through an FAQ, or a newer agent wastes money and time. By setting up the correct routing rules, you can ensure that your experienced agents are focused on the right issues and most valuable customers –handling only exceptions for overflow assistance when required.  With the right solution, it is possible to automate the configuration and management of routing rules which match the right customers with the right agents, based on many factors beyond customer problem and agent skill. Configure rules based on availability, learned experience, language, time zone, county, wait times, customer value, etc.

The Average Agent:  “It’s not my fault!”

How many times have your agents picked up a call, provided their most friendly greeting, only to have been immediately yelled at by a customer? Your agent has to spend time calming the customer down, rather than assisting them with the real issue. Call Center agents go through this many times a day, and it can be a demotivating and costly occurrence to your efficiency and effectiveness metrics.  Do these sound all too familiar?

  • I have been transferred 3 times, and you keep asking the same questions!”
  • “I don’t have time to call you! Why can’t I just do this online?"
  • “I just spent an hour trying to navigate your web site, only to get no answer, and now you want to CHAT?!
  • “Do you know who I am on Social? You will regret keeping me waiting for my email response!”
  • “I have been a great customer of yours for many years – doesn't that count for something?!”

Multi-Channel / Cross-Channel Customer Service platforms can help you avoid this circle of frustration. Capabilities like proactive chat, email automation, virtual assistance, click-to-call, click-to-call back, experience routing rules, mobile templates, and social response allow your customers reach out to you on the channel/device that works best for them right when they need help. Or they can switch channels and devices when they need too, seamlessly.  And when your customers do reach out to you, you can keep track of all their interactions, regardless of channel, providing you with deeper insights on channel, device and interaction behavior for optimizing their contact flows to avoid FCF (First Contact Frustration), and improve FCR (First Contact Resolution).

The New Agent:  “There’s gotta be a better way!”

Your new agent just started and is excited to do well in his/her new role.  S/he had some hands-on training with an experienced agent, got a memorized script to follow, a notebook with system logins to use, an earmarked manual with policies to follow, and is set to start handling low-level support incidents in those already flooded channels.  As you finish the agent’s training, the song “Will they stay, or will they go?” plays in your head because you know the experience the agent is about to go through will either make or break ‘em. But, you did all you could, so if something goes wrong: the customers? A necessary casualty. The complaints? Teething pains. The ideas for change? A no go. Given time, they will learn the old ways are best!

This is another scenario that can be easily remedied with a Modern Contact Center, which is capable of unifying all the systems to a single login to a centralized agent desktop. The desktop can be pre-configured with views and guides that simplify the learning curve and walk agents through step-by-step processes, which are traceable down to each interaction and engagement across every channel.

A centralized knowledge base gives agents access to all public and internal knowledge at their fingertips, placing scripts inside of tools that can be applied easily. These tools, combined with a unified customer record drawn from any source master system of record (or external social site), equip your new agent to have relevant engagements, which help them improve customer experience from day one.

By understanding the needs of your agents—and empowering them with the right tools, knowledge and insights to better serve customers—you can easily make their jobs more engaging, their performance more effective, and their time more efficient. The Oracle Service Cloud empowers agents to meet today’s customer expectations and become a valued part of the Modern Customer Service Organization.

Friday May 02, 2014

The Art of Easy - Part 5 of 6: Knowledge Makes It Easy For Everyone by Nav Chakravarti

Once there was a time when the question  “What’s on TV?” was just as easy to ask, as it was to answer. There just wasn't much on – it could be printed on one page of newspaper! Now try asking that question today? It’s no longer simple – “Do you mean on Apple TV, WebTV, Google TV, Hulu, Cable, On Demand…?”And by the time you figure out what’s on and what you want to watch, the show is over.

This complexity of choice from what we do and how we do it manifests itself not only in products, but also in business processes across global industries. Not surprisingly customers have ever more questions about buying, using, and maintaining these increasingly complex and sophisticated products and services.

It’s not ‘simple’, but the expectation is that you make it ‘easy’. Customers expect that you will answers their questions easily and in context, in a manner relevant to their needs, with answers that are reliable and accurate. That is why knowledge management is now at the forefront of the customer experience problems that businesses are looking to solve.

1. Start Small but Plan BIG

If you are just embarking on a knowledge management strategy then it’s okay, even advisable, to start small with a simple knowledge base to support a particular product, service line or customer segment where better answers will make a huge difference. To do that, you need a solution that can deploy rapidly, but also grows to with your enterprise knowledge management needs. So it can be infused into everything, rather than being left as another silo.

2. Understand What You Have

The 80/20 rule of knowledge is that 80% of what’s needed is best addressed with the 20% of your most valuable content. So even if you can’t answer all the questions, collect the answers that you are able to identify and verify as most used. We call this “what you know you know” content explicit knowledge. You can bring the remaining 80% of your content into the fold over time as your initiative grows, as long as your solution supports connecting multiple sources and content types.

3. Understand What They Need

Don't just focus on the content; you also have to understand what and how customers and employees are looking for it. You might be able to train a few, but you can't force the majority of your customers to hunt for information with specific words/symbols, or perform a series of navigation clicks to get to a place that has what they need. They will simply resort to the path of least resistance, which may be to use a higher cost channel. Or worse, buy a competitor’s product. So it's important to accommodate the various ways that people ask and look for information. You need a solution that can match your terminology with the way customers ask for help, in their own style and language; a solution that can deliver multiple navigation paths, as well as connect them to one answer. And can validate and course-correct the experience using decision tree navigation and assistance.

4. Learn What You Don’t Know

In Step 2, we covered collecting explicit knowledge. Well, as it turns out, knowledge constantly evolves and what we know about it changes. So it’s critical to get feedback along the way and give the people who do know, the chance to share what they know. Make sure the people who have the knowledge are able to rate, suggest or even create new knowledge. We call this sort of knowledge that is trapped in people’s heads, implicit knowledge, “what you didn't know you knew” This is why you need analytics that let you easily identify gaps through reports, gather direct feedback, and augment explicit knowledge with implicit knowledge.

5. Keep Making It Better

Knowledge has a shelf-life. It grows stale over time because things change. Every piece of Knowledge has an ongoing value in both investment and return. So knowing performance metrics, by segment, is key to knowing whether to invest further, or not. This is especially important for any content that gets translated where the cost can be multiplicative unless it’s delivering value. You don’t know how well you’re doing unless you measure it, so having a solution that easily delivers you the required data and analysis is critical. Knowledge Management is a commitment to constant improvement.

By now you have figured out that the art of making Answers EASY takes time, effort and investment. But if you try and short cut it with a silo approach, you’ll just end up making it more complex and costly. The Oracle Service Cloud makes Knowledge Management a foundation for your Modern Customer Service organization.

Thursday Apr 03, 2014

Part 2 of 6: The Art Of Easy: What Happens When Easy Goes Wrong? by David Fulton

Easy doesn't begin with Customer Service.  It begins with customer expectation. They expected easy, but it is not! They haven’t given up though because they bought your promise of easy. And now is your chance to redeem yourself by making it easy again.

Your business is relying on you. That’s a lot of pressure! So, where to start? Well, a good place to start is to recognize the relationship between what is considered ‘easy’ and the time each party is willing to invest in getting to resolution.

Valuing your customer’s time can be more valuable (to your business) than your own time, in terms of relationships, reputation, performance, acquisition and profits. Forrester Research has recognized – that valuing a customer’s time is the single most important contribution you can make to delivering a great customer experience.1

That rule applies across all touch points of course, not just Customer Self-Service

So how do we value customer’s time by making it easy with a Customer Self Service approach? One of the most common and simple approaches is to throw up a bunch of FAQs on a web page. This may be easy for your business, but in today’s complex world, it can be far from easy for your customers, particularly if those FAQs are difficult to find, awkward to read, and void of any personal relevance that makes them actionable.

What started off as a way to reduce costs by enabling your customers to self-serve answers can quickly end up costing you more. Why? Because a frustrated customer is harder to serve, solve, and soothe. When it goes wrong, it’s your job to make it easy again and get it right.

The Art of Easy is making a complex resolution process both simple for a consumer to navigate and easy for you to deliver. However, location, device, need, communication skills, online profile, preferred channels, customer value, etc., all make a 'one size fits all' approach pretty difficult to pull off. 

Satisfying both sides of the Art is Easy coin, i.e. scaling your business objectives efficiently and effectively while serving your customer’s needs, is the modern Web Self-Service Dilemma, and most businesses today are failing in the execution.  

We believe that there are five key tenets to The Art of Easy within Customer Self-Service in order to be a Modern Customer Service business:

  1. Make connecting simple – Provide choice of channel
  2. Tailor the experience - Build for device of choice
  3. Segment appropriately – Know who you are serving
  4. Understand early – Know if the customer CAN self-serve to resolve
  5. Be proactive – Engage at the right time to avoid frustration

Square peg, round channel: To address those tenets, you need a solution that provides multiple choices for customers to help themselves and get the assistance they need along the way. Having only one-way is the fast path to the exit for many, as one size doesn't fit all.

Available in any color, as long as it is black: When you can’t connect on the device of choice, you make it hard to connect. If you want to avoid frustrating costs and higher abandonment rates, you must have a solution that can be tailored to the experience of your customer’s device. You may find forgiveness if you at least look like you made an effort to provide some mobile device support, for example!

A Segment of One: While a customer may be able get around having only one device and one channel supported, only supporting one “customer” type (not anonymous) is an unmovable roadblock to the experience they need. Chances are that your business (Marketing) already has an effective simple segmentation model that isn't being leveraged in Customer Service. Once you find it, you can use a solution that builds explorative pathways to the fastest resolution based on your different customer types.

Let’s Start Again from the Top: At the height of frustration from any Customer Service Interaction is the need to repeat information, and then to have what you repeated, ignored! And don't expect the customer to tell you what you never took the time to ask in the first place. Avoid frustration by having solutions that guide customers to help you understand how best to help them and that are capable of course-correcting to the right channel.

Don’t make me angry!: Either you are bugging your customer with constant pop-up invitations to chat, or you are sitting in a back room, waiting for them to have a total melt down before you assist. Where is the balance? Every good Customer Service rep knows when to wait, when to watch and when to engage at the right time. Your online customer service technology needs to have this same well-honed arsenal of proactive intuition. Change the “CHAT NOW” to “Are you trying to xxx? I can help you with that!”

What happens when EASY goes wrong? What should happen is that you make it easy again, restoring the faith of your customers and re-establishing trust in your promise. The Oracle Service Cloud empowers your business to care, take action and succeed in your Web Customer Service initiatives and become a Modern Customer Service organization.

For more information, please visit our website.

1Understand Communication Channel Needs To Craft Your Customer Service Strategy, Kate Leggett, Forrester Research Inc, March 11, 2013


Tuesday Mar 25, 2014

Part 1 of 6: The Art of Easy: Make It Easy To Deliver Great Customer Service Experiences by JP Saunders

Modern Customer Service is helping businesses to differentiate and grow in today’s competitive market. Why? Because your success gets accelerated when you take care of the people that make you successful. Modern Customer Service is about just that, taking care of your customers, and your people that support them.  To do that, you need to make it EASY to deliver great experiences, time and time again.

Businesses that make it “look” easy, stand out, because they consistently deliver experiences so memorable that their customers feel compelled to share them. But ask any of them how they do it, and you will quickly learn that the ART of EASY really isn’t EASY at all - or we would all be doing it! The most common business challenge stems from underestimating the complexity of simplicity, which can be devastating to the customer’s experience.

EASY is an ART. And it requires a deep understanding to get the right results - understanding of your business and of your customer, which can be applied in your cultural skills. Your canvas is the combination of every engagement channel you have where the picture of your brand gets painted. Your pallet of colors is the collection of your people, knowledge and data. Your brushes are the technologies that blend all together. In order to make “EASY”, beautiful and repeatable, you need solutions that provide a paint by numbers approach.

In this six part blog series, we will help guide you in managing the complexity of your customer service business challenges, while avoiding the common pitfalls, and deliver the type of great experiences that your customers will want to share with others. Experiences that are easily repeatable by you, and hard for your competitors to replicate.  We will show you how Oracle Service Cloud empowers your business to care, take action and succeed in your Web, Contact Center, Knowledge, Policy, and Cloud customer service initiatives, to become a Modern Customer Service organization.

Monday Feb 24, 2014

Oracle Service Cloud February 2014 Release – Streamlining Great Customer Service by JP Saunders

Time REALLY is money. You’re making money or losing it. Customers will either buy from you again, or they won’t. On average, seventy-one percent of consumers surveyed agree: "Valuing my time is the most important thing a company can do to provide me with good customer service."1 So for consumers and for businesses, the "Is the juice worth the squeeze?" question comes down to how much juice (value) you deliver from how much squeeze (effort). You will pay a high cost in terms of relationships, reputation, performance and profits on slow, fragmented and inconsistent customer service.

If your organization seeks to provide great customer experiences, making your service processes faster and simpler is a good place to focus your efforts. The February 2014 release of Oracle Service Cloud provides a variety of enhancements that will help you streamline your customer experiences. Here are just a few highlights from the release.

1. Understand and Route Based on Customer Needs FASTER

Oracle Virtual Assistant Cloud Service is an online concierge made up of a combination of products designed to take complexity out of the online experiences by using human-like conversational language capabilities that truly understand human speak and predict human intent. New interface extensions in the latest release enable Virtual Assistant to draw on customer profile and interaction history, providing a more personalized experience and a streamlined dialog since it asks for data only when it is needed. The latest release is also enhanced with feedback reporting to help you understand the performance of Virtual Assistant in the service process. With the ability to drill-down to specific comments in poorly rated interactions, you can identify weaknesses and take corrective action to improve them.

2. Handle Complex Self-Service and Agent-Assisted Resolutions SMOOTHLY

For organizations seeking to automate business policies, Policy Automation provides the ability to quickly transform complex customer interactions through personalized, consistent, and transparent advice across channels. In this latest release, Policy Automation further streamlines the customer interview process for both customers and agents with new calendar controls and tabular data entry. Customer Service Agents are now better equipped to handle customer interactions with support for sub-interviews that follow the natural flow of the customer interaction. Additionally, the information captured in the interview and the results can be saved back to the incident for historical tracking purposes. And, you can expand the reach of these dynamic customer interviews to more customers with support for more languages – Danish, Norwegian, Swedish, Portuguese, Japanese, and Italian.

3. Deliver Timely Agent Assisted Responses CONSISTENTLY

In today’s world of anywhere, anytime service, customers often expect customer service agents to respond to customer issues on the spot. With Oracle Service Cloud’s Mobile Agent App, roaming customer support agents and managers can access their contact center information "on the go," increasing productivity and customer responsiveness. This latest release allows you to tailor your mobile application in order to streamline access to the information needed to resolve the customer issue. Full support for Custom Objects provides mobile access to important information that’s unique to your customer service processes. Mobile workspaces are enhanced with new controls, allowing you to embed analytics, integrate with external Websites, and display SmartSense controls in the workspaces. And, lastly, the Mobile Agent App allows agents to upload pictures from their iPhone camera and photo roll to objects that support attachments, further increasing the agents’ ability to troubleshoot and respond rapidly.

For more information on these high-value features, please watch the Oracle Service Cloud – February 2014 Release Overview video, or read the Oracle Service Cloud – February 2014 Capabilities and Benefits data sheet.

1 Source: Understand Communication Channel Needs To Craft Your Customer Service Strategy, Kate Leggett, Forrester Research Inc, March 11, 2013

Tuesday Feb 11, 2014

Four Ways to Increase Mobile Agent Productivity and Responsiveness by JP Saunders

Many customer support agents and managers spend time away from their desk supporting their customers. But, in today’s world of anytime, anywhere service, they still need to respond to customer issues on the spot. And, accessing the information they need to be responsive is often challenging due to lack of network connectivity or the clunky usability experience of accessing a desktop app on a mobile device. With Oracle Service Cloud’s Mobile Agent App, roaming customer support agents and managers can access their contact center “on the go” – increasing productivity and customer responsiveness!

Keep Informed

Service agents and managers are always connected and able to take action – whether it is on a customer issue or a contact center performance issue. They can manage service incidents, contacts, and tasks all from their mobile device. They can also view the customer’s survey history and access a list of unresolved incidents. A mobile dashboard with pie chart widgets, drill-in capabilities and filterable lists helps managers to monitor exceptions and stay on top of their contact center operations while away from their desks.

Access Knowledge

In addition to the increased ability to capture and respond rapidly while in the field, customer service agents and managers now also have access to answers from their mobile device, allowing them a way to use your knowledge base to solve customer problems both quickly and accurately.

Stay Connected Even When Offline

The Mobile Agent App’s offline cache not only allows access to information while offline, but also provides improved performance with nearly sub-second response time. Additionally, the ability to use profiles to customize lists and workspaces allows the Mobile Agent App to be tailored more specifically to your business processes and, thus, increases service agent productivity.

Delight Employees

Designed specifically for the iPad and now the iPhone, the Mobile Agent App leverages native Apple iOS native iPad capabilities and innovative usability patterns, easy navigation, and integrated apps, e.g. maps and FaceTime. This ease of use will delight employees. And, delighted employees help make delighted customers!

To view a demonstration, watch this video.  For more information on the latest enhancements for the Oracle RightNow Mobile Agent App, please watch the Oracle RightNow Cloud Service – November 2013 Release Overview or read the Oracle RightNow Cloud Service – November 2013 Capabilities and Benefits.

Wednesday Jan 22, 2014

Customer Experience is an ‘Outside In’ Job by Krassimira Iordanova

What Customers Want

As a consumer, customer experience is simple: you want to be served whenever you want, however you want (channels). You expect the company to know you and make relevant offers. If things go wrong, you expect quick fixes. You hate to repeat the same story you told the call center agent a week ago.

You also expect to be surprised in a positive way. Sometimes you really don't know what you want, but if they show you something cool, you might buy it.

For example, I remember browsing at Bungalow 8, a mind-blowing store for home furnishing in Mumbai. When I entered, they asked me "Ma'am, is there anything special you are looking for?" I said, "I'm not looking for anything in particular, but if you show me around, I might end up buying something I like." And I did.

Companies Have it ‘Inside Out’

As a company, you might have a tough time with all this customer experience stuff, because you're focused on process efficiency. Process efficiency is an ‘inside out’ view; customer experience is an ‘outside in’ view. To understand the difference, contrast most airlines’ boarding procedures (inside out) with Apple’s Genius bar (outside in). Which experience do you prefer?

A Change in Perspective

Customer Experience Journey Mapping helps you flip your perspective to ‘outside in’ so you can identify every moment of your customer’s experience, whether it is a specific interaction, or an entire relationship with your brand across touch points. As the Harvard Business Review says,

A company that manages complete journeys, would not only do its best with the individual transaction, but also seek to understand the broader reasons for… the call in the call center, address the root causes and create feedback loops to continuously improve interactions upstream and downstream..."

You can best visualize continuously improving interactions by diagramming your customer's journey across the buy and own lifecycle. This helps you see where you need to make changes. And if you deliver a great experience across this cycle, then it becomes an infinite loop where customers remain loyal because you deliver on your brand promise.

Take Action

Start cultivating an ‘outside in’ customer perspective of your organization by participating in a hands-on Journey Mapping Workshop. You will leave with practical insights you can apply right away.

Upcoming 2014 Journey Mapping Workshops:

Upcoming 2014 Journey Mapping Workshops in Europe:

Upcoming Journey Mapping Workshops in Asia-Pacific:

Find more information on journey mapping here.

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