THE 5-STEP GUIDE TO SUCCESSFUL CUSTOMER JOURNEY MANAGEMENT

Transcription

1 THE -STEP GUIDE TO SUCCESSFUL CUSTOMER JOURNEY MANAGEMENT

2 TABLE OF CONTENTS INTRODUCTION... THE TIME IS NOW... THE -STEP GUIDE TO SUCCESSFUL CUSTOMER JOURNEY MANAGEMENT... STEP STEP STEP STEP STEP THE OF CUSTOMER JOURNEY MANAGEMENT... CONCLUSION... REFERENCES... Copyright 0-0 NICE Systems LTD. All rights reserved. - -

3 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION INTRODUCTION Leading organizations today realize that delivering a great customer experience (CX) directly impacts their bottom line and is a critical factor in beating the competition. Most speak of being customercentric companies, putting the customer at the core of the business, and have signed up to the notion of the customer revolution. Gartner, a leading information technology research firm, reported that eighty-nine percent of companies plan to compete primarily on the basis of customer experience by 06. Given how critical and important CX is in the market, it is surprising that currently only % of CX professionals said their company consistently considers CX as a criterion when making business decisions, according to the Forrester Global Customer Experience Survey. By 06 of companies plan to compete primarily on the 89%basis of CUSTOMER EXPERIENCE GARTNER Why are organizations finding it a problem to do more than speak of being customer-centric? Putting CX at the forefront of decision-making is increasingly challenging for many organizations. A CX focus requires a clear picture of customers needs and intentions, ultimately provided through the understanding of the customer journey. Organizations have numerous departments, various channels, an overwhelming amount of data, and they struggle to effectively translate customer insights into highly personalized, actionable, relevant and real-time customer engagements. In parallel, customer expectations are also growing, as they constantly reevaluate the service they receive. Customers expect more channels of engagement, while demanding simple, quick, seamless and personalized solutions across those channels. Yet, the challenge of meeting that demand is so daunting that, according to a recent study, only 0% of companies have a clear omni-channel strategy, with the correct systems and tools in place to support it. For many organizations, journey mapping is often viewed as providing point solutions to address specific problems. Organizations with this type of approach are unsuccessful in obtaining actionable insights across the customer journey. Rather, the journey should be viewed as a window into the complete end-to-end customer experience. Without operationalizing insights from customer journey mapping, organizations fail to put their customers at the heart of their operations. Customers are forced to go on a fragmented journey, in which they have to duplicate effort and take extra steps, affecting their experience and perception of the brand. THE GAP TO DELIVERING CX 89% OF COMPANIES EXPECT TO COMPETE MOSTLY ON THE BASIS OF CUSTOMER EXPERIENCE JUST % OF CX PROFESSIONALS SAID THAT THEIR COMPANY CONSISTENTLY CONSIDERS CX PART OF BUSINESS DECISION-MAKING ONLY 0% OF COMPANIES HAVE THE NECESSARY CAPABILITIES TO SUPPORT AN OMNI-CHANNEL STRATEGY Copyright 0-0 NICE Systems LTD. All rights reserved. - -

4 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION THE TIME IS NOW The modern convergence of technology, customer and enterprise is providing the opportunity for a new level of CX. Organizations can now utilize available technologies to connect data, analyze it, and proactively drive actions in real time to provide a truly differentiated CX. New technologies are changing the face of customer service. Tech-savvy customers are always connected and expect service from an increasing number of channels. Social media has given customers a voice, enabling them to disparage or promote organizations in a heartbeat. Additionally, organizations are utilizing technology by embarking on digital transformation programs, trying to unlock increasing volumes of data to deliver real-time, actionable business value. The one size fits all customer is a thing of the past. Customers are now well informed and highly unpredictable. Quick to defect to the competition, these empowered customers are constantly raising the bar of higher expectations, insisting organizations know about them and their journey whenever and however they engage. Figure : Today s Challenges Present an Opportunity Enterprise Enterprises are failing to compete in CX, struggling to operationalize their insights from data. Enterprise Enterprises are no longer able to differentiate on pricing and product, and are instead turning to customer experience in order to gain a competitive advantage. Yet, by adding new channels for customer engagement, companies risk creating a more fragmented customer experience. Even when data is linked and analyzed, many enterprises still struggle to operationalize and automate the insights gained. With the combination of new advances in technology, empowered and informed customers, and enterprises which need to differentiate, there is a pressing need for a new level of CX. An opportunity has arisen to take those very same challenging technologies, which are changing the face of service, and use them to engage with the customer in a new way. As customers increase the number of channels they use, organizations have the ability to learn from each interaction, so as to better understand every one of their customers: What are their preferences? What channels have they used to solve their problems? What are they likely to do next? Technology Organizations and customers are being empowered by technology. Technology THE MORE ORGANIZATIONS UNDERSTAND THEIR CUSTOMERS AND THEIR JOURNEYS, THE MORE TAILORED CX THEY CAN PROVIDE. Customer Customer Customers are looking for service which offers the maximum convenience. Organizations now have the technological ability - and the need - to utilize journey maps to drive customer experience programs. These programs are shaped by operationalizing journey insights from the unprecedented levels of data made available by increasing customer interactions. The time for a differentiated CX - which is personalized, relevant and provided in real time - is now. Copyright 0-0 NICE Systems LTD. All rights reserved. - -

5 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION THE -STEP GUIDE TO SUCCESSFUL CUSTOMER JOURNEY MANAGEMENT This five-step guide will provide organizations with the strategy, use cases, tools, and tips required to utilize customer journey maps, putting the customer at the heart of the organization. By tracking, understanding and analyzing customer journeys correctly, organizations can drive action in real time that will dynamically shape those journeys and improve the CX. Figure : The Steps of Customer Journey Management Understand the impact of every interaction on the customer journey. Create a holistic understanding of the journey experience and performance, and discover key patterns and behavior shifts. Make journey maps the heart of CX programs to enable meaningful organizational change.. Understand Each Interaction. Continuously Learn and Improve CUSTOMER JOURNEY MAPPING. Operationalize. Connect the Multi-Channel Journey. Derive Insights Understand every interaction by analyzing structured and unstructured data to highlight pain points and best practices. Proactively shape the customer journey in real time by automatically driving relevant actions at every interaction. Copyright 0-0 NICE Systems LTD. All rights reserved. - -

6 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION. Before starting to make sense of the end-to-end customer journey, it is important to take a step back and get a clear picture of what makes up customer experience. In an attempt to increase customer engagement and reduce operational costs, organizations have been expanding the channels of communication and engagement available to their customers. But each customer interaction needs to be properly tracked to understand its impact on the customer experience. This includes: In-store visits Online experiences IVR interactions Calls with an agent Chat SMS Though organizations may already be tracking more traditional modes of communication, such as agent calls and customer feedback, they may be missing out on the opportunity for crucial customer insights from newer channels. A recent study found that only 7% of companies are tracking their performance on social media and as low as 8% on chat. Take, for example, a scenario in which a customer turns to Twitter to complain about a cut in service during a baseball game. By tracking the customer s social media presence, the cable provider would be able to identify the customer frustration and proactively reach out to offer assistance. United Airlines understands that customers expect to be heard on social media in the same way as any other contact channel. United has invested appropriately to meet that expectation, empowering their team to connect with customers at all times. As United Hub explains, Providing great service using social media is important to us, because it s important to our customers Verizon, which serves 7,000 people per month via Twitter and Facebook, recognizes that many of their customers start their journeys online, but finish them by talking to a customer representative 6. Tracking every interaction allows companies like Verizon to provide their customers the ability to jump between channels without having to repeat processes they ve already started, resulting in a seamless CX. By integrating all interactions into customer journey maps, a culture of customer-centricity will arise and organizations will begin to understand the true customer journey in its entirety. When that happens, they will have the power to make their customers feel valued and understood, which is a fast track to improved CX and positive branding. Figure : Understanding how each interaction affects the CX Low Customer Satisfaction High Customer Service BOOKING Mobile App UPGRADE WITH POINTS Call Recording? TRANS ACTION ERROR Supply Chair DELAYED FLIGHT Key Experiences Direct Feedback STAFF RUDE Direct Feedback SLOW RESPONSE CRM INACTIVE Time BEFORE THINKING ABOUT A CROSS-CHANNEL APPROACH, FOCUS ON DRIVING BEST PRACTICES AND COMPLIANCE AT THE LEVEL. Copyright 0-0 NICE Systems LTD. All rights reserved

7 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION. With data collected from every touch point, organizations will be able to move on to the next step in optimizing their customer journey maps connecting the interactions. Customer identities and behaviors across every touch point form a complete view of the multi-channel journey at the individual and aggregate levels. A recent customer survey conducted by NICE found that customers are using on average.8 channels to communicate with their service providers 7. Whether it is , IVR, phone or via social media, customers are communicating through a number of channels in an increasingly unpredictable way. This new behavior is forcing service providers to adapt to what analysts have been calling the multichannel contact center 8, with an ever-increasing amount of data being captured about customers at each and every touch point. But without measuring across those touch points - i.e., keeping them in silos - key insights into the customer journey are being lost and organizations will struggle to improve CX. A recent study on enterprise contact centers found that 7% of organizations view ease of interaction as the most important attribute of a quality customer experience 9. Customers expect a seamless journey as they jump from one channel to the next, expecting to pick up where they left off. Resubmitting personal information, being transferred unnecessarily, and having to restart processes from the beginning frustrates customers and drives avoidable business costs. A multichannel strategy needs to be put in place using integrated metrics across touch points, with the aim of creating a seamless customer experience. By identifying how interactions relate to one another, organizations can improve processes and better identify solutions to problems in the customer journey. For example, a mobile phone provider found that 60% of customers who ordered a mobile device online called the contact center within a week for activation instructions. With this insight, the organization implemented changes to optimize its self-serve activation process. By addressing an unnecessary step in the journey, this company saw an immediate reduction in avoidable calls and an improved overall customer experience. When looking at interactions through a customer-centric lens, it becomes clear that each touch point is just one stop along a complex customer journey. Customers expect service that takes into account their history with the organization, knows their immediate needs and anticipates their requirements. An intuitive and holistic understanding of the journey experience will yield analysis into journey flows, enable identification of patterns and trends, and highlight pain points which provide the foundation of customer experience programs. Figure : How a NICE client in the teleco sector visualizes journeys to improve the CX.% 6.% 6.% 8 Survey Web SMS.%,999 IVR Self Service Opportunity: Promote Web self service <% using Web for next contact Voice 00.0%,860 Go To Channel is Voice <0% have a previous interaction where they ve tried to self-serve 0.% 8.% 8.% 78 8.%, SMS Web Voice 6.%,88 Survey IVR Self Service Voice.7% 68.8% 69.6% 6 Web 0.% 7.% 6 Voice.0% 98 IVR Self Service Survey IVR Self Service Voice.8% Voice.% 7 Opportunity: Next Call Prevention 7% Repeat Calls within days Opportunity: Next Call Prevention Multiple Repeat Call instances VISUALIZE AND MAP THE END-TO-END CUSTOMER JOURNEY, UNDERSTANDING HOW EACH IS A PART OF THE WIDER PICTURE. Copyright 0-0 NICE Systems LTD. All rights reserved

8 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION. When measuring interactions, connecting the data is only half the challenge. The real insights can be derived from the details and emotion behind the journey. Traditional analytics tools are able to process only structured data, such as transactions, but have limited or no ability when it comes to unstructured data, such as speech or texting. Organizations should employ a more sophisticated analytics tool that can unlock both structured and unstructured data, in order to get crucial insights into customer journeys. Analysis of unstructured data will often hold the key to understanding pain points across the CX and can highlight improvements for future interactions. These insights can affect business, such as churn or complaints, as well as identifying needed process improvements and flagging customers for proactive recovery efforts. For example, a Forrester case study on Emirates Airlines showed how they created customer journey maps which identified make or break points in customer journeys. The organization then collected customer preference data at those points, so as to better serve customers in the future 0. A perfect customer experience is achieved when the customer successfully and seamlessly completes their journey. For example, Jeff Bezos, CEO of Amazon.com, considers the customer journey a full end-to-end experience. As he explains, It starts when you first hear about Amazon from a friend and ends when you get the package in the mail and open it. To enable a seamless customer journey, each interaction needs to be analyzed to identify if and how it is contributing to that journey. CUSTOMER EXPERIENCE IS BIGGER THAN CUSTOMER SERVICE IN THAT IT IS THE FULL, END-TO-END EXPERIENCE. IT STARTS WHEN YOU FIRST HEAR ABOUT AMAZON FROM A FRIEND AND ENDS WHEN YOU GET THE PACKAGE IN THE MAIL AND OPEN IT. JEFF BEZOS, CEO OF AMAZON.COM IT S NOT WHAT YOU SAY; IT S HOW YOU SAY IT. A REAL UNDERSTANDING OF THE CUSTOMER JOURNEY REQUIRES ANALYSIS OF STRUCTURED AND UNSTRUCTURED DATA AT EACH AND TOUCH POINT. Copyright 0-0 NICE Systems LTD. All rights reserved

9 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION. This step is arguably the most crucial for creating perfect customer journeys taking the insights and lessons learnt and operationalizing them by making them available and actionable to the relevant teams in real-time. Analytics are of limited value if they aren t being used to drive actions. The main goal always has to be making a business impact. Multi-channel solutions need to align customer experience to customer expectations by utilizing data to drive the customer journey in real-time. An automated process needs to be employed to drive cross-channel operationalization. For the customer, this will mean a personalized experience across all digital touch points and the freedom to engage in their channel of choice. Providing relevant customer journey information to employees will give them insights into observed customer behavior, identifying issues such as potential churn risk and up-sell opportunities in realtime. Further insights can be gleaned from patterns and persona mapping, which can automatically anticipate customer needs and predict future actions. Operationalizing journey maps can also provide customers with a personalized experience on web, mobile and social media channels, as the organization understands customer history and context, and adapts messaging accordingly. s and SMS can be sent with relevant and personalized marketing messaging, and customers can be guided to optimal channels based on operational cost efficiency and individual customer preference. For example, Wistia, a video hosting site for business, changed the focus of their channels based on insights gleaned from their data. After analyzing call volume and efficiency, Wistia found that the ability to provide a consistently positive customer experience decreased as call volumes grew. In order to address this problem, Wistia added additional support via targeted personalized s and introduced live chat on its site. These changes enabled the organization to scale, whilst boosting conversion speed, reducing call volume by %, and ensuring customer satisfaction by providing a more proactive, personalized and responsive service. CALL VOLUME COMPANIES CAN REDUCE BETWEEN % AND 0% OF CALL VOLUME THROUGH APPROPRIATE CUSTOMER JOURNEY MANAGEMENT %-0% GET THE MOST OUT OF DATA BY DYNAMICALLY GUIDING DECISION-MAKING IN REAL TIME AND ACROSS TOUCH POINTS. Copyright 0-0 NICE Systems LTD. All rights reserved

10 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION. As insights are being operationalized, organizations will begin to see the benefits of real-time engagement. Customer loyalty will increase as quick solutions to their problems are offered, and they increasingly feel that the organization knows and understands their needs. Companies can run insight-based pilots to continuously implement change and improve, raising the CX bar. The impact of each action taken based on insights gathered should be measured, so as to learn and improve processes over time. Such findings will help engender meaningful improvements across the business, including changes to: Staff Technology Processes Marketing Sales Training Improvements can be made by flagging and fixing current customer journeys. These broken journeys can be fixed by identifying new technologies in the market which can be employed to meet specific challenges or to take advantage of potential opportunities. Next, companies can also begin to identify and track customers migrating to new journeys. Liberty Global, a leading international cable company, introduced a new service for their customers which automatically generated personalized videos that clarified their monthly invoices. By doing this, Liberty Global were able to lower service center calls by 0%, resulting in significant savings to the company, while providing a more personalized CX. By delivering successful customer journeys, organizations will be able to constantly improve how well they know their customers. Every that is sent will be relevant, promotions to customers will be based on their tastes and preferences, and customers will be rewarded for their loyalty to the organization. COMPANIES CAN RUN INSIGHT-BASED PILOTS TO IMPLEMENT CHANGE AND IMPROVE, RAISING THE CX BAR RAISE THE CX BAR CUSTOMER JOURNEY MAPS SHOULD DO MORE THAN MEASURE CUSTOMER EXPERIENCES; THEY SHOULD BE THE DRIVING FORCE OF CX PROGRAMS. Copyright 0-0 NICE Systems LTD. All rights reserved

11 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION THE OF CUSTOMER JOURNEY MANAGEMENT Organizations that are able to leverage customer journey mapping see numerous business benefits, including: Boost revenues by 0 to % Analysis of full customer journeys and predictive learning help identify opportunities for crosssales, onboarding optimization, and intelligent marketing. Lower operational costs by 0% to 0% Optimized customer experiences reduce costs by anticipating customer needs, reducing customer complaints, and streamlining journeys. Organizations can also steer customers to lower-cost channels, while effective journey analysis quickly identifies opportunities for improvement. Boost revenues by 0 to % Lower operational costs by 0% to 0% Dramatically improve customer experience An experience which is personalized and relevant will foster loyal customers, lowering churn risk and increasing customer satisfaction. According to Forrester s report, Adopt the Right Governance Model for Your Journey Mapping Efforts, Pitney Bowes first mapped the end-toend customer journey within a single business unit. After finding and fixing customer pain points there, it trumpeted the resulting 68% improvement in NPS. Dramatically improve customer experience Copyright 0-0 NICE Systems LTD. All rights reserved. - -

12 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION CONCLUSION Customer journey mapping has become a strategic imperative for companies that are serious about improving CX. With a well-implemented customer journey mapping system in place, organizations are well equipped to provide customers with a differentiated CX. That means service which is personalized, relevant and provided in real time. The key to a successful CX program is empowerment. Empowering Customers, by giving them the ability to jump across channels and still obtain a seamless experience. Employees, by guiding them with relevant data and the right tools to ensure success. Organizations, with the ability to put the customer at the core of every business decision: leading the customer revolution. The time to bring customers into the heart of the organization is now. Make them feel understood, appreciated, and heard by optimizing their journeys and experiences. THE TIME IS NOW. PROVIDE CUSTOMERS WITH A DIFFERENTIATED CX, WHICH IS PERSONALIZED, RELEVANT AND PROVIDED IN REAL TIME. Copyright 0-0 NICE Systems LTD. All rights reserved. - -

13 INTRODUCTION THE TIME IS NOW THE - STEP GUIDE CONCLUSION REFERENCES Importance of Customer Experience Is on the Rise; Marketing Is on the Hook, Jake Sorofman and Laura McLellan, Gartner, September 0 Journey Mapping Best Practices, Forrester Research, Inc., May, 0. Are your customers lost in the multichannel maze?, EvaluAgent Industry Benchmark Reports, March 0 Ibid. Read more at Verizon's Massive Customer Service Initiative: The Inside Scoop 7 NICE 0 Customer Survey 8 See for example: Are your customers lost in the multichannel maze?, EvaluAgent Industry Benchmark Reports, March Global Contact Center Survey Results, Deloitte Consulting LLP, 0 0 Case Study: Emirates Us es Customer Journey Maps To Keep The Brand On Course, by Jonathan Browne, John Dalton, Carla O Connor, Forrester Research, Inc., March, 0 Wistia.com Scaling Support Liberty Global Case Study Idomoo A Step-by-Step Plan to Improve CMO-COO Collaboration, HBR, Jan 0 Ibid. Adopt The Right Governance Model For Your Journey Mapping Efforts by Joana van den Brink-Quintanilha, Forrester Research,Inc., May, 0 Copyright 0-0 NICE Systems LTD. All rights reserved. - -

14 CONTACTS Global International HQ, Israel, T , F Americas, North America, T , F EMEA, Europe & Middle East, T , F Asia Pacific, Singapore Office T + 6 6, F The full list of NICE marks are the trademarks or registered trademarks of Nice Systems Ltd. For the full list of NICE trademarks, visit All other marks used are the property of their respective proprietors. ABOUT NICE SYSTEMS INC. NICE Systems (NASDAQ: NICE) is the worldwide leading provider of software solutions that enable organizations to take the next best action in order to improve customer experience and business results, ensure compliance, fight financial crime, and safeguard people and assets. NICE s solutions empower organizations to capture, analyze, and apply, in real time, insights from both structured and unstructured Big Data. This data comes from multiple sources, including phone calls, mobile apps, s, chat, social media, video, and transactions. NICE solutions are used by over,000 organizations in more than 0 countries, including over 80 of the Fortune 00 companies. com. WP-/0 v. Contents of this document are Copyright 0 Copyright 0-0 NICE Systems LTD. All rights reserved.