customer journey mapping

CUSTOMER JOURNEY MAPPING (CJM) - GREAT METHODOLOGY TO DIAGNOSE LATENT NEEDS OF YOUR CUSTOMERS & DRIVE GROWTH IMPROVEMENT !

f we look closely, most-if not all  start ups, are trying to fill an unfulfilled customer need or experience gap of customers.

 

Established organizations which are better organized, therefore have a great opportunity to more easily  identify the latent unfulfilled needs of their customers - and thereby grow faster !

 

Its so obvious, and yet so often rare that mature organizations that have teams, operating structures and systems, sometime don’t take out time to ask some basic questions or listen carefully to customer’s point of view-understand customer’s needs properly and continue to just push their products in the marketplace in a form & structure that maybe selling, but truly does not optimally meeting their customer’s needs fully.

 

don’t we experience this often in many b2c or b2b settings - where we often have felt that “wish the product/service was a bit different “ but the vendor’s product is the same that they’ve been selling for ages or they don’t seem to be sensitive to our full needs ?

 

 

So if we look at (I) how scanning emerged(and overtook photocopying), (ii) convenience that Digital cameras provided to customers over the rickety film camera’s earlier, (iii) the emergence of the “all in one” so very convenient handheld device - the mobile phone, (iv) the online convenience of e-comerce, (v) the growing importance of pick up & drop at home products & services, (vi) the convenience of online taxi services like Uber & Ola (vii) the convenience listening to online music, seeing video’s, entertainment & news - disrupting traditional full length fixed time movies & Cinema halls, (viii) convenience of booking low cost & fairly comfortable room nights at portals like AirBnb, Oyo rooms, (ix) the convenience of Coffee chains like Starbucks, CCD, etc where they provide free wifi and space to sit & work (with the right comfortable  ambience + with no pressure to order or leave), (x) swiggy & similar home delivery of food overtaking restaurant sales - it all simply boils down to only “ Customer convenience” and “ customer experience” 

 

 

And so not providing a great customer experience(CX) is the biggest threat to any business!

 

So instead of such customer experience(CX) gap leading to a new startup, why can’t mature organizations leverage their obvious strengths of people processes & technology - and use the  very same approach that often start ups take for identifying customer experience (CX) gaps – and leveraging these strategic & operational insights to develop new innovative products/services, or upgrade their products/services?

 

 Unfortunately, many organizations talk about CX, but don’t adequately focus on the end customer experience - and just continue to push the established product on the market- even though the world & the customer needs are changing fast 

Now while this is important, how do we go about identifying these latent “needs” ?

Customer journey mapping (CJM) is a design thinking led methodology, which is very popular globally– and as Customer experience experts-our view is that this is a fast & great way to get going on this journey to identify some opportunity areas rapidly – i.e. CX improvement areas for your product or delivery.

 In other words by leveraging the right tools & best practices it is possible to  deliver not just good but a great & consistent customer experience on an end to end basis across all customer touch points- not when he just calls or reaches “sales” or  “customer service”

In the Future:

· Customer needs led customisation  of products & services will increase- across sectors.

· Organizational structures & processes will further evolve.

· While the Digital app will become even more common - other technology interventions will also evolve in areas such as automation, robotics, etc - to further improve the end customer experience!  

So every organisation needs to consider doing customer journey mapping - periodically !

Give us a shout, if you want CJM done ….

Meanwhile while you reflect on this do share what do you think of this ?we are eager to hear about your views of your customer’s experience and your point of view on this matter ….so do write in below or just drop us a note at contact@hexagonconsulting.co

DIGITAL OR END-TO-END CUSTOMER EXPERIENCE !

DIGITAL OR END-TO-END CUSTOMER EXPERIENCE !

Yes Digital is in & very important! but is good Digital customer experience enough ?

  Online Apps & websites are critical today for online marketing, posting reviews, convenience of purchase, service support and engagement, for any organization…but is digital experience enough ?

CUSTOMER EXPERIENCE - DRIVING THE START UP REVOLUTION!

Every start up today is trying to fill a customer experience gap in a product or its delvery!

 

 

Came across these points of major disruptions which have transformed sectors/companies.

 

·       Scanning did not kill photocopying….inconvenience of sending copies did

·       Digital cameras did not kill Kodak ….unwieldy & long “click to photo prints” cycle did

·       Uber & Ola did not kill the taxi business…limited access and fare control did

·       Apple did not kill the music industry…being forced to buy full length albums did

·       Amazon & the e-commerce sector did not kill retailers…poor customer service & customer experience did

·       AirBnb and travel convenience clones isn’t killing the hotel industry….limited availability and pricing options are.

·       Netfix, Prime online are not killing Movie theatre’s and movies – the inconvenience of seeing movies at movie theatres at fixed times and in one ( in a fixed 2 or 3 hour format) is impacting the sector.

·       Starbucks and coffee chains are not providing better coffee – but they are offering a unique customer experience (coffee + ambience + no pressure to order or leave + free wifi now)

 

 

TECHNOLOGY BY ITSELF IS NOT THE BIGGEST DISRUPTOR – NOT BEING CUSTOMER CENTRIC IS THE BIGGEST THREAT TO ANY BUSINESS!

 

So instead of such customer experience(CX) gap leading to a new startup, why can’t mature organizations leverage the very same approach of identifying customer experience (CX) gaps – and leveraging the insights to develop new innovative products/services, or upgrade their products/services?

 

Organizational strengths of an existing mid sized or  large organization, should logically help them   execute on the identified CX gap faster, leading to improved business results!

 

 Unfortunately, many organisations talk about it, but don’t adequately focus on it; just don’t do enough or despite having good intentions simply don’t know “how” to go about improving or delivering a good product experience or service i.e. don’t really know operationally how to consistently deliver a superior customer experience?” 

And so as consumers, we are often at receiving end of sub-optimal product experience!

So how do we identify these “ customer experience improvement ” or  “start up” ideas?

Hearing Customers: capturing customer feedback using the right approach, as well as mining service quality data/ analytics: are important tools for identifying these CX gaps & for enabling product improvements & CX enhancements, new product design and development, etc

Customer journey mapping (CJM) is a design thinking led methodology, which is rage globally & in our own view – as Customer experience experts- a great way to get going on this journey to identify some low hanging & quick to implement opportunity areas – i.e. “start up” like improvement areas.

Once some of this is implemented and quick results realised– then to go to the next level of evolution & sophistication we can leverage our 5Ps TICSI customer experience improvement - 1000 point framework https://www.ticsi.org/-  to further diagnose opportunity areas in the customer experience(CX) across the organization’s - product, distribution and delivery, product features, people practices, operational processes, measures & KPIs, etc.

 In other words by leveraging the right tools & best practices it is possible to  deliver not just good but a great & consistent customer experience on an end to end basis across all customer touch points- not when he just calls or reaches “sales” or  “customer service”

Many organizations shy away from digging  into customer complaints – where there are hidden, diamonds of diagnostic opportunity to improve products & processes… A structured “customer” focused institutionalized service quality or customer experience improvement framework is necessary for every organization and not just on the traditional product quality programs which are often focused on manufacturing end of the business.

And, buttoning down last mile connectivity and cross connecting siloes is as important. In many organizations’, each silo often does a great job, but owing to misses at the last mile or gaps at the inter- departmental “hand offs” or sometimes some departments don’t have a good appreciation of what is really very important for their customer – the end  customer gets needlessly mishandled or gets a sub-optimal customer experience.

In the Future:

·       Customisation & Customer centric options will increase – and organisations will reconfigure themselves to deliver customized solutions to their customers – both B2B & B2C…as the era of the standard product is likely to get over….even for traditional sectors like automobilies, which are metamorphosing to a adapt to a more demanding customer.

·       Organisational manaufacturing, distribution & retailing models will evolve/metamorphise completely.

·       Digital – the app will become the most ubiquitous channel of engagement between the organisation & its customers – while all channels will exist – the digital channel will be the King !  

 Food for thought? Interesting?  Questions ? want to share your views on the subject or just your unique experience in your start up or your organisation that you’d like to share with us …go ahead  - we are eager to hear from you and would love to hear your perspective…

CUSTOMER EXPERIENCE GAP = START UP or PRODUCT IMPROVEMENT OPPORTUNITY

CUSTOMER EXPERIENCE GAP = START UP or PRODUCT IMPROVEMENT OPPORTUNITY

If we evaluate ongoing startup revolution – most startups usually address a specific gap in the market or an unfulfilled customer need – in other short, a customer experience gap !

 

Question therefore worth reflecting on, is that instead of this gap leading to a new startup, why can’t mature organizations leverage the very same approach of identifying customer experience (CX) gaps – and leveraging these strategic & operational insights to develop new innovative products/services, or upgrade their products/services? Customer journey mapping (CJM) is one such technique to get going ….. learn how you can transform your growth & leverage this awesome oppertunity to tap & improve end customer experience ….and your growth…

TRANSFORM YOUR PRODUCT, ORGANISATION STRATEGY & CUSTOMER EXPERIENCE – CUSTOMER JOURNEY MAPPING (CJM)

TRANSFORM YOUR PRODUCT, ORGANISATION STRATEGY & CUSTOMER EXPERIENCE – CUSTOMER JOURNEY MAPPING (CJM)

iN TODAY’S FAST CHANGING TIMES - HOW SHOULD ORGANISATION’S TRANSFORM PRODUCT, ORGANISATION STRATEGY & CUSTOMER EXPERIENCE – BY CUSTOMER JOURNEY MAPPING (CJM)…..

THE POWER OF CUSTOMER JOURNEY MAPPING

THE POWER OF CUSTOMER JOURNEY MAPPING

Everything is changing - there’s lots that is on and it seems that nothing is the same anymore.

The customer is in control today - expressive, demanding & clears about his/her choices, preferences, expectations, is very specific about the products and services he/she wants. The era of customer experience & customer engagement is here -and organisations that our realising this and integrating this into their strategy & operations are benefitting, while organisations still operating in the traditional model of “let’s make a good product/service” and sell are beginning to lag behind others.

customer journey mapping is a powerful, fast & easy to identify opportunities methodology.  

The question is - which view is more important, the company’s view of the lens through which the customer is seeing - which customer journey mapping reveals? read more to understand this some more...

INNOVATION & CUSTOMER EXPERIENCE (CX) - any connection?

INNOVATION & CUSTOMER EXPERIENCE (CX) - any connection?

innovation is critical for organisations to survive & thrive today - given the 4th industrial revolution that is on. And so is Customer experience management - delivering a smooth & friction less customer experience(CX).   Soliciting, obtaining mapping customer feedback is criticalfor improving CX & Innovation.