How smooth is your customer journey?

When did you last review your Customer Journey? Interestingly in our Britain's Energy Coast Business Cluster Professional Services Steering Group (a mouthful I know!) we were discussing efficiency as a theme for some upcoming meetings and the customer journey came up as one of the places where efficiencies that also boost your customer service can be made.

Now I could sit there feeling quite smug because as it happens myself, Rosie and Ellen had literally just done this the day before. We went onto a new platform (Glue Up) just over a year ago & we were very aware that while we had set everything up fresh at that point we’d done it before we’d gained experience of the platform and how it works. We also knew that there were additional touchpoints that we’d talked about but not yet actually added to the system.

In the modern world reflecting on the onboarding and engagement processes for your members, clients or customers involves thinking about the tech as well as the people. What bits of the process can you automate without reducing customer service? Which bits need a human interaction? That part of the process can also challenge us though. Can we be sure the automated system will deliver? Will it really deliver the level of customer satisfaction that we want? When you genuinely love your members (clients/customers) as we do putting in automation can feel like you’re losing a human interaction when in reality it’s augmenting it and allowing you to really concentrate on the interactions that matter.

As businesses it’s important we ask ourselves the question “how easy is it to buy from us?” Identifying barriers that we may not see because they’re buried in “we’ve always done things this way” brings efficiency, increased customer service and frankly a better way to do business.

So when was the last time you reviewed your organisation’s customer journey?

Image is an example customer journey map