Delivering Customer Journeys at Scale


Proper customer journey management is how you deliver personalized experiences at scale.

The average customer now engages on six touchpoints before they make a purchase. How do you manage that experience so that it feels personalized at scale? Through customer journey management — the process of researching, measuring, optimizing and orchestrating the customer journey. This ongoing process often requires cross-functional collaboration, with the goal of delivering consistent, relevant experiences across customer touchpoints.

When executed well, the results can be significant. Bharat Poddar, Managing Director & Senior Partner at Boston Consulting Group, hammers the importance home: “Companies that use customer journey programs to realign their organization around their customer can realize improvements of 20 to 40 points in customer advocacy scores, cost reductions of 15% to 25%, and revenue increases of 10% to 20%.”

In this article we’ll dive deep into customer journey management: What it is, why it’s important, and how to get started.

Stages of Customer Journey Management

There are four basic pillars of customer journey management.

  1. Data unification: Have data from separate channels and customer touchpoints available in one system
  2. Customer segmentation: Segment your users into different buckets to engage with the right customers at the right stage of the journey
  3. Customer engagement: Engage those customer segments in real-time (or something near it) and in their preferred channels
  4. Analysis: Understand how customers are engaging with each step of the journey

Challenges with Delivering Unified Customer Journeys

The challenges companies most commonly face when managing customer journeys are frequently organizational. Specifically, information silos between teams, processes and systems prevent brands from personalizing the customer journey across touchpoints.

In many organizations, marketing, product management and customer service teams all manage separate slices of the customer experience. In the past, this was enough. But now that consumers are interacting with brands on multiple touchpoints throughout the buying process, this ownership model can lead to a fragmented customer experience. For example, the experience a user has in a marketing email isn’t reflected in the product, which isn’t then delivered to the customer success team.

Three Tips for Customer Journey Management

Now that we’ve established what customer journey management is and the major pitfalls to avoid, it’s time to explore the keys to success. These focus on shifting your organizational processes, focusing on the customer, and looking at the bigger picture.

Embrace a Cross-Functional Test-Learn-Repeat Cycle

To put your company on a path to consistently delivering personalized customer journeys across all touchpoints, the first step is to improve the workflows you execute and the technologies you leverage to activate your data.

Often, individual teams within a company will embrace some form of this planning. But that planning will take place in standalone tools or a physical whiteboard, in isolation from other teams that are simultaneously designing their own distinct journeys. This workflow lacks the data-driven context that organizations need to succeed at customer journey management long-term.



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