The Link Between Customer Journey Mapping and the Omni-Channel Experience
- Christa Heibel
- 1 May 2020
According to an ICMI trends report on Journey Mapping and the Omni-Channel experience, “CX has overtaken quality and price as contact centers’ primary source of competitive advantage.” The report also notes that “nearly two-thirds of customers have cut ties with a brand over a single poor experience.” This information highlights the importance of understanding the customer’s journey and providing customers with more choices through an effective omni-channel experience in order to increase customer satisfaction. In this article, we explore the link between customer journey mapping and the omni-channel experience.
Customer Journey Mapping
A Customer Journey Map illustrates the steps that a certain customer persona takes to achieve a specific goal. Each step of the map can also include what a customer thinks and feels while experiencing that step.
For example, a customer may want to get customer support from a company because they have found an error while using a software provided by the company. The customer would go through certain steps (a customer journey) to reach a solution. This might include finding a place on the company site to submit a ticket, submitting the ticket, getting an email confirmation, then getting a reply within 24 hours, and finally, receiving a customer satisfaction survey.
The Importance of Customer Journey Mapping to an Organization
Effective customer journeys are beneficial for both a company and its customers. For customers, it helps to improve customer service and provides a better overall experience with the company. By optimizing the steps of customer journeys, a company is increasing their customer satisfaction, customer loyalty, and brand reputation. This, in turn, leads to more productivity and revenue for the business.
Mapping out customer journeys helps an organization to identify what a certain type of customer is experiencing in a particular type of situation. This allows the organization to locate areas where improvements can be made, points where the customer journey could be shortened, and areas where the company can gain a competitive advantage. By asking customers questions about each step of their customer journey, a company can significantly improve the steps of the journey.
The Omni-Channel Experience
The omni-channel experience provides customers with various channels for interacting with a company, giving them more choices. These may include phone, email, live chat, chat bots, and resources where they can find answers to questions on their own. Having different options allows a customer to take the customer journey of their choice, which increases customer satisfaction. Currently, a major goal of the omni-channel experience for many organizations is to offer seamlessness so that customers do not need to start an interaction over again when they switch to another channel.
Customer Journey Mapping and the Omni-Channel Experience
To make customer journey mapping and the omni-channel experience work well together, consider the following:
- Creating consistent, well-defined processes that are easy to understand and follow.
- Providing multiple channels for customer contacts that are seamless and easy to use.
- Gathering data and using smart analytics to understand the customer. Tracking customer satisfaction for your channels and for the steps inside of each customer journey.
- Using efficient and smart technology to listen to your customers, such as post call surveys, speech analytics, and call recordings, to help optimize the experience.
At CH Consulting Group, we are here to help you to set up effective customer journeys and omni-channels experiences for your customers.
CH Consulting Group provides unparalleled expertise in the Contact Center and Customer Experience (CX) verticals. We have a nationwide team of industry veterans that can assist you to achieve exponential growth, manage change, and generate profit. For a comprehensive CX assessment and strategic plan customized for your unique business needs, connect with us here today.