![]() You use this map when developing, relaunching, or improving a product or service. Future-state mapsĪ future-state map shows the ideal journey you’ve envisioned for customers. ![]() Learn how your customers’ pain points align with the business problem you aim to solve. Key takeaway: Before redesigning a product or service, discover your customers’ perspective, even if it contrasts with your assumptions. When they tested the service, customer satisfaction scores among the trial group rose by 20% and usage of lower-cost channels grew by 25%. With the insights gained from mapping the customer journey, Telus and Bridgeable designed an AI-driven personalization service that offered consistent recommendations for each customer no matter which channel they chose for research and renewal. Digital renewals were also operationally cheaper for Telus. Customers were happiest when they could renew their contracts and find good deals through digital channels. ![]() This long process irritated customers and increased the operational costs of contract renewals. The data showed that many customers first called a Telus rep, researched further on Telus’ website, then finally renewed their contract in a Telus store. This research refuted the belief that customers used a single channel when renewing their contracts. In the other, customers were “proactive warriors,” hunting for better deals on the telco’s website, through customer support calls, and in stores. In one, customers were “passive optimists,” going with whatever options the telco offered. They discovered that their customers tended to act in one of two behavior streams. Telus, a Canadian telco, and Bridgeable, a service design firm, mapped the customer journey to guide them in revamping their mobile service contract renewal process. Customer journey research reveals the motives and frustrations driving customer behavior Find out the alternative solutions they consider not only among your direct competitors but also from other fields within your industry. Key takeaway: When searching for new revenue opportunities, investigate customers’ decision-making process. This insight revealed the market opportunity to expand from retirement home referral services to a broader scope of elder care referral services. The map showed that before deciding on a retirement home, adult children also considered getting in-home elder care, renovating their homes to accommodate the physical needs of their elderly parents, and using other social support systems. So they set out to discover how adults came to make this choice. Their data showed that the choice of a retirement home was often driven not by elderly people but by their adult children. A journey map uncovers market threats and opportunitiesĪ retirement home referral business worked with Say Yeah, a digital transformation consulting company, to develop a customer journey map that would uncover market opportunities and threats. A current-state map can reveal interactions that result in a high rate of either churn or conversion. You use it to discover how customers interact with your business and identify problems like service gaps. Current-state mapsĪ current-state map depicts your customer journey as it is. ![]() We look at eight real-life customer journey mapping examples to illustrate the different types of maps. Each one serves a particular purpose and requires different types of data. Over the years, businesses have developed four main types of customer journey maps. That’s why some maps don’t stop at depicting touchpoints, they also show customers’ emotions during each interaction, or the time it takes for customers to move through different journey stages. They depict how a customer experiences your products and services from their perspective – not from the way you, as a business, might imagine it to be. Customer journey maps visualize the interactions between a customer and a business. ![]()
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