Measuring customer experience is more popular than ever and, if you’re reading this, you likely agree. You understand that collecting CX data is key, understanding its value to your business is critical, but identifying the right actions to take is not always so clear. That’s why we put together this webinar in cooperation with CX Forum and Carepage. To answer some key questions around:
What are the key steps to take when collecting CX data?
What to keep in mind when analyzing the CX data?
What actions can you take after you have analyzed the data?
What are the most common pitfalls to avoid when closing the loop between gathering data and taking action?
How to calculate the ROI of your CX improvements?
Join us on February 17 for our educational webinar to find the answers to some key questions that define if and how much your CX improvements have an impact on your growth.
The webinar will be led by the Customer Success Superhero at Feedbackly, Chief Customer Officer, Kristian Stolt. We’re proud to say that Kristian and his team have helped industry-leaders around the world become CX front-runners. Kristian is also one of the head coaches in the CX Academy.
Kristian is the Chief Customer Officer of Feedbackly and one of the head coaches of the CX Academy. Kristian and his team have helped many industry leaders across the world succeed with their CX programs and become CX front-runners. Among the many, they have helped the City of Helsinki, Merck, Innovasport, the Australian Government, Banregio.
Every year hundreds CX and marketing professionals like you take the survey to help the industry to gain a better understanding of the trends of CX.
Share your insight on the future of CX and gain early access to our latest report on “Future CX Outlook in 2021” all by simply completing a short 15-minute CX Survey. This report will give you a global overview of the CX industry and where it is heading.
By completing the survey before Feb 14th, you will gain instant free access to CX Academy’s most popular course, Customer Experience 101. Once the report is published, you will gain free early access to the “Future CX Outlook in 2021” report where you’ll be able to compare your position to your industry peers.
You may participate in the survey by filling the form below, well then email you the link to the survey. This report is created in cooperation with CX Forum and CX Academy.
We are continuing our customer experience webinar series on how to use CX strategies so sell more and grow during crisis times. This time we are discussing leadership with a world-class customer experience professional Jason Bradshaw.
Leadership can be challenging at the best of times, but in 2020 the responsibilities of business leaders have changed dramatically. In times of crisis, leaders need to be creative and adapt customer and employee experience strategies to sustain growth in challenging marketplaces.
Join us as we talk about leadership during times of crisis with Jason Bradshaw, a global CX thought leader with a career spent committed to improving the lives of customers and employees.
We’ll cover topics including:
The major steps to leading through a crisis
Sustaining growth during challenging business times
Creating efficiencies by focusing on customer and employee experience
Case studies from a range of sectors
You’ll come away with:
Insights on how to lead your team through a crisis
Inspiration to take action and adapt your approach
A renewed focus on customer experience and employee engagement
If you are not able to attend, we will send a recording afterward!
About the speaker:
Jason S Bradshaw, from teenage entrepreneur to a global thought leader on Customer & Employee Experience delivering business growth. With experience in everything from telecommunications to government, media and automotive Jason has the depth and breadth of experience to inspire, engage and deliver results.
CXforum is the first fully digital global community for customer experience professionals. Join the community of thousands of CX and EX professionals globally.
The customer journey is an integral element to understand customer experience effectively and gain advantages from it. It is the sum of different stages through which a customer passes, beginning from the first encounter with the brand until the post-purchase interaction. Accordingly, it consists of awareness, interest, consideration, evaluation, purchase.
If you want to provide a stimulating customer experience that compels clients to go into the next stage, you need to have effective strategies in place for each of these phases. But, how do you ensure your strategies are executed systematically after fully understanding your customers?
This is when the power of mapping comes into play.
What is customer journey mapping?
Simply defined, it is the process of visualizing the customer journey with details specific to your business. It records every engagement that occurs between the customer and the brand. Essentially, you get into the shoes of your customer, appropriate their perspective, and map out their journey with your brand from the beginning to end. In order to do this, you have to clearly identify the stages of the customer journey and outline every aspect of customer experience related to each phase.
Customer journey mapping is no simple task. For a successful effort, the map has to be outlined after extensive research to gather relevant details. What’s important to remember is that there’s no one-size-fits-all map to explain the customer journey. There might be a need to create multiple maps to fit different types of buyers and how they interact with the brand. Moreover, it should be refined and developed with time as customers’ interactions change over time.
Why is it so important?
Mapping out the customer journey is an inevitable responsibility of every CX team. It is a vital aspect of customer experience management for many reasons.
1. Understand your customers better
If you have a thorough understanding of every customer interaction, you will have a clear idea about their tastes, preferences, expectations, and other notable behavioral patterns. This way, it’s easier to align every business activity towards the requirements of the customers. Instead of making assumptions about what’s best for your customers, you can make use of information that will grant you near-accurate solutions. Without a detailed map that outlines every touchpoint of the customer, this task will be really difficult.
2. Identify customer pain points
Every customer-centric business would want to make the buying experience a seamless one for their clients. One of the most effective ways to do this is by understanding the various pain points that customers face at different stages of the customer journey. Mapping will ensure that the identified pain points are properly structured, categorized, and well-detailed so that you can approach to solve them one by one. Moreover, it will also help you pinpoint their root causes and address them effectively.
3. Personalized customer experience
Customer journey mapping is a blueprint for successful customer experience. It gives you insights into various customer types and market niches in which your product/service is demanded. With this knowledge, you can design personalized marketing and sale content that appeal to each customer segment. It also helps you reach different customers with the most appropriate channels to engage with them.
4. Tackle gaps
Another unignorable benefit of mapping is the ability to spot loopholes, market gaps, and other pitfalls of your brand. According to Infiniti Research, a customer journey map is an effective technique to identify existing gaps between expected customer experience and actual customer experience. Using this, you can refine the service provided for high conversion rates and better customer retention.
5. You will simply sell more
But how customer journeys pay off? Customer journeys create a more predictive performance of business outcomes than touchpoints can alone. A McKinsey study shows that customer journey performance is 20-30 % more related to high revenue, repeat purchase, and positive word of mouth but also lower churn of customers. Overall, businesses that focus on customer journeys are inclined to have various rewards as they tend to sell more and win the market.
Useful tips to remember
As a final note, here are some useful tips to help you draft a good customer journey map for your brand.
Walkthrough your brand like a customer to evaluate the level of customer experience more accurately.
Always have a buyer persona in mind before you start. It will help you narrow down your focus and pay attention to nitty-gritty details.
Once you have identified pain points and issues, include actionable activities to rectify them along with a responsible employee to be in charge of it.
Make your mapping process context-specific aligning with the present trends of customer experience.
Rely on customer feedback, reviews, and queries to detail each phase more comprehensively.
Constantly update and improve your maps to enhance its impact on your business activities.
Now more than ever we live in an ever-changing business environment and also businesses face this pandemic like never before.
The COVID-19 pandemic has focused new attention on customer experience.
How can companies wisely move forward into the new normal, while keeping customers at the center of decision making?
Join the online CX Forum as we discuss the evolution of customer experience with global CX thought-leader, Richard Owen – a co-founder of OCX Cognition and one of the leads in the team that invented NPS,
We’ll cover topics including:
How visionary companies should think about their long-term response to a changing world
What we know about how companies have already responded
Principles for approaching the practical challenges posed by the rapid changes in the market
The role of Net Promoter Score and when you should be asking the ‘ultimate question’
Insights into how customer experience is evolving across the globe and across sectors
Insights from companies that are putting customers first during this challenging period
Key considering when designing customer experience in response to the new normal
How to adapt your strategy to create customer satisfaction and loyalty
Best practice approaches to measuring and evaluating customer experience during COVID-19 and into the future
About the speakers:
Richard Owen, CEO OCX Cognition
Richard Owen has a singular professional focus: Delivering financial value through CX. He co-founded OCX Cognition to combine technology and programmatic consulting in pursuit of that goal, and now leads the company’s coordinated efforts to deliver the right solutions for its clients.
Richard’s 30-year career has centered on transforming business operations with technology, and he is one of the best-known CX thought leaders. While CEO at Satmetrix, his team led the development of the Net Promoter Score® methodology with Fred Reichheld, creating the world’s most widely used CX measurement approach. With Laura Brooks, he co-authored Answering the Ultimate Question, the best-selling “how-to” guide for NPS practitioners.
Lauren Todorovic, CEO CarePage & CoFounder CX Forum
Jaakko Männistö: CEO Feedbackly & CoFounder CX Forum