Yesterday, four of the CXPA’s CX experts spoke about the year in review, and what customer experience has in store for 2015. Is it the role of emotions? Employee engagement? Crowdsourcing journey maps? Watch the Google Hangout with Jim, Tabitha Dunn, Lynn Hunsaker, and Peter Haid as they discuss.
Journey Mapping Resources & Tools
Customer Journey Mapping Resources and Tools
Customer experience is the driving force behind any business. Journey mapping resources such as suggestions from experienced customer journey mapping professionals, white papers, case studies, and journey mapping tools can help you improve your business’s ROI and overall health. Access these valuable resources below.
nanoRep and I recently partnered on a webinar to discuss reducing effort in your customer experience. We discuss the Customer Effort Score, simplicity, and how to use self-service to prevent customer disloyalty. You can view a summary at http://nanorep.com/blog/VIDEO—Thinking-is-Bad-Drive-Customer-Loyalty-by-Simplifying-Your-Service-Experience. Enjoy!
This is a journey map rant. It’s time we stopped calling employee workshops, Post-It Notes charts and PowerPoint and Visio documents customer journey maps. And we need to realize that design matters.
I recently read an article on journey mapping. It had some good points, but ugly maps. Then I hit a sentence that stopped me altogether:
Focus less on how pretty it is, and more on how valuable it is. Inevitably, someone from design will see this project and want to jump up in there. Suddenly, the conversation will turn to legends, color codes, formatting, and more. Avoid the rabbit whole [sic] that is visualizations and bring it back to the data. If you have valuable data, the visualization is just a vehicle for the valuable story.
“Just a vehicle?” Clearly, this author doesn’t understand that design is part of what makes a journey map effective. Although I knew that the moment I saw his maps. It’s not just about data. It’s about telling your customer’s story in an effective way. And you can’t do that with ugly maps. Read more
Ending the tale of being rear-ended, I found another great lesson. Geico took care of my car, having ABRA Auto Body put on a brand-new bumper. As I checked out, ABRA gave me a document to “help” me fill out my survey. Yes, they told me exactly how I should fill out my questions!
Perhaps this shouldn’t surprise me. We’ve all heard of car salespeople, retail employees and restaurant staff who game the system. But to actually create a document telling me how to fill out the scores was a new one!
Now combine gaming with survey fatigue. So many of us are becoming customer-obsessed, that we each send out more and more surveys. Each individual survey isn’t bad, but I can no longer go through a day without at least one survey request. Our local paper had a great column talking about the survey experience here.
Maybe it’s time to start thinking about the post-survey world. What would you do if you could never use a 10-point scale again? Read more
The beginning of a service experience matters. A lot. Start successfully, and you can make it a great experience. Start wrong, and you can dig a hole you can’t get out of.
I mentioned my car accident last week. Luckily, it wasn’t bad, but the agent didn’t know that. That’s why how she began our conversation. I told her that I was at the site of an accident. Instead of asking if I’m okay, she was right down to business, asking me about what I want to do. It was just another call in a long series of them for her.
Just like that, there was no chance to engage me. She would have been just as effective if she hung up.
Her approach might not matter in a rational world. But I don’t live in that world. And neither do you. But it seems that some people haven’t gotten that message, designing experiences based on the assumption that we’re all rational.
How else to explain health plans that allow you to choose your own pricing, then are surprised when everyone chooses the low-premium, low coverage option. I actually worked with a health savings account organization who believed (and still does) that consumers want to select between different pricing plans. Despite the fact that literally 98.5% of their consumers didn’t. They felt they just needed more education.
Bad design is everywhere in the world of websites. My “favorites” are websites that require convoluted logins I can’t remember, or password schemes that can’t end with a number or symbol. I know a rational person wouldn’t care about this limit. But a real person does.
That’s one of the reasons I love journey mapping so. Effective journey maps uncover the emotions in a customer experience, clearly visualizing those friction points that interfere with customer engagement. An effective journey map clearly shows your customer’s emotions, revealing the friction points that are costing you customers.
Apparently, the folks over at Software Advice, a consulting company for customer support software, share my passion for understanding the emotions in our experiences. They conducted a survey to understand customers’ preferred type of communication. The article ends with a clear call to action. While a casual tone works well in neutral or positive experiences, a formal tone is absolutely necessary when denying requests.
So think about the tone in your service experiences. And give yourself a chance to get past your first three seconds.
I hope you had a terrific CX Day! I really enjoyed the online content – if you didn’t get a chance to view it, I highly recommend going to www.CXDay.org for a chance to review them. Here in Minneapolis we had an amazing event, with over 80 participants learning about what to do when your customers are tired of talking to you (survey fatigue).
I posted earlier about local events at Wolters Kluwer and ShopHQ. Today I have photos from two other celebrations – at UnitedHealthcare Medicare and Retirement and Allianz Life.
One of the UnitedHealthcare activities was a booth in their commons area. They engaged employees in quick conversations about grounding their decisions based on VOC and stressed the importance of plain and simple language in communications. They completed by asking for a commitment of what they will do to make the experience better for our consumers. As Lisa Wilson, Senior Director of the Member Experience explained, “We aim to keep it fun, simple and impactful!”
They also hosted several of the CXPA webinars throughout the day. Lisa wanted to make sure I said, “Thank you to the CxPA for providing such a suite of opportunities to help us raise our game here at UHC!” Below are two photos of their day – love the selfie!
Allianz also had a great celebration. I’ve posted about their strong communications program in the past, and it was evident on CX Day as always. They have televisions throughout their offices, and for this day they focused exclusively on customer experience topics. I’ve included one example below, which links to more of their posters. Because this is also Customer Service week, the rest of the week they are focusing on service, with numerous activities designed to engage and recognize employees who work in Operations, including in the Call Center.
Lastly, Director of Customer Experience Barbara Norrgard explained, “We also recently ran a contest where we asked people what they are doing to achieve our aspiration and we ran the article today.” Winners were announced to the entire company, celebrated for the impact they have on the customer experience.
So there you have it – two more excellent ideas you can use for next year. We’re down to only 363 planning days before our next CX Day!
Happy CX Day! If you haven’t already planned out your CX Day, head on over to www.CXDay.org to learn all that the CXPA has planned for this celebration of those driving customer loyalty through an improved customer experience. Two Minnesota companies that are making a splash today are Wolters Kluwer and ShopHQ. I asked their customer experience leaders about their plans, and am sharing them with you in hopes that it will give you some good ideas to use for next year. Read more
Kelly Ohaver is the Client Experience Manager at the City of Centennial, as well as an active CXPA member. Her mission is to introduce customer experience principles to improve the city’s experience for its citizens and clients. She describes her job as “the most fascinating, challenging, and rewarding job ever” as she strives to bring an outside-in focus to the city. “It’s so rewarding when you see people get caught up and excited.”
I could (and probably will) write an entire article just about Kelly’s role. But one particular activity of hers caught my ear. Kelly recently ran a journey mapping workshop that serves as a great case study for how customer experience tools can be used for internal clients as well as external.
A quick refresher: Journey mapping is an exercise to understand your customer’s true steps, as well as the emotions that actually make up that journey. Some organizations use customer research, while others use workshops to help employees try on their customer’s shoes. Kelly created the internal session after attending a workshop on the topic.
This was her first journey mapping session in her role. It surrounding a challenging IT transition with four newly-elected council members. Read more
CX (Customer Experience) Day is only a few short weeks away. If you want to learn more about the day, visit www.CXDay.org for more details.
A team of CXPA members has worked hard to create a “Buzz Kit” – everything you need to promote CX Day in one place. It includes tent cards you can promote at your company, suggested tweets, and even a social media badge. Check out the Buzz Kit for more details!
You would think that the return on customer experience is obvious. A better customer experience improves loyalty, and loyalty means you can spend more time serving customers than chasing new ones, resulting in cost savings.
There are a number of studies that support this contention, including: Read more
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Journey maps are the clearest way to visualize your customer experience. Download our Journey Mapping Toolkit to start.