6 essential pillars to map the customer journey
We call customer journey the path taken by a customer when relating to a company, whether to seek information, make a purchase, receive a promotion, etc.
The points of contact are not restricted to one channel. The time when the customer, to talk to a company, used to call 1-800. Now, besides calling, he can talk through the chat while doing a search on the site, he can search the site and go to the physical store to buy, he can send a message through social networks and whatsapp, answer an SMS or even send an e-mail. There is a long list of options.
The key point for a company is not to have many channels of communication with the customer, but to offer the same quality of service in all available channels.
To put this into practice, it is necessary to have tools to track and map the journey, regardless of which channel was used for the contact.
An omnichannel platform facilitates mapping, and it must cover 6 essential pillars:
Data collection, storage and centralization
The journey map is a visual resource for understanding and tracking the various contacts that a customer has made with the company. The visualization allows, for example, to give continuity to a service initiated in one channel and which migrates to another, which translates into a faster service, without the customer having to repeat information already provided.
It also allows you to use the data collected for future campaigns and offers, based on real data. For this it will be necessary to collect, centralize, and store the history of each customer, in each channel accessed, whether or not he has made a purchase.
With an omnichannel platform, it is possible to go beyond data storage, extracting from it important information to understand customer behavior. In practice, this information can direct the company’s planning and actions. The data and metrics, when analyzed, contribute to an improvement in the services provided, for marketing and sales actions, among others. There is a greater possibility of generating business and, therefore, provide growth to the company.
Customer Journey Analysis and Planning
An analysis and planning will lead managers to develop a service strategy for each moment of the customer. If he gets in touch because he wants more information about a particular product, he is still in a stage of learning, of discovery, trying to understand if that product or service is what he really needs. It is no use, at this point, offering a discount. Before, it will be necessary to clarify doubts, point out advantages.
If the customer’s contact is due to a complaint, the relationship strategy will be completely different. Managers need to know the sales cycle of products, because there are those that require research, and there are those that are bought on impulse. With this, they can define the path to be adopted.
Customer preferred channels
The omnichannel platform allows the interactions in the different channels to be centralized and the customer service to be done in the channel of his preference.
There are customers who, for example, prefer to send an email, believing that this is the best way to document a communication. There are those who prefer the instantaneous response of a chatbot.
The important thing is to have an integrated solution that gathers several channels, as it happens with OlosChannel: voice (dialer and ACD), IVR, digital agent, WhatsApp, SMS bot, chatbot, email, among others.
Real-time reports and metrics tracking
Another fundamental issue for the success of customer service is the possibility that the omnichannel platform presents as to customer service KPIs, generating metrics in real time.
The reports, in turn, can provide important data about, for example, the time spent on each service, the customer’s waiting time until being served, the number of resolved demands and those that are still pending.
An efficient platform will provide all this, and also a history of the client with the brand, from the beginning to the end of the relationship. It will provide the number of contacts made, the number of complaints, suggestions and compliments, the number of problems solved and the most used channels, among other topics.
Fluid communication between channels
Fluid, personalized, and assertive communication between channels ensures the continuity of service in the right way. Connectivity also means being able to offer complementary services online or take the customer to a physical store.
The channels must have strengthened links, it is not interesting to promote competition between them. And this happens when, for example, the price in the physical store differs from the price in the online store.
A sale is a joint effort and the resources of one channel can be used by another. A survey done over the phone, for example, can lead to a face-to-face sale.
Mapping the customer journey brings several benefits. It is possible to identify how he behaves, his consumption habits, his needs, and his questions. You can promote customer loyalty and retention. You can sell more, generate business.
Users of the OlosChannel platform know that they can reap these benefits by creating customer care strategies and mapping the customer journey. Our solutions are modern and powerful, with automation and Artificial Intelligence resources that facilitate and speed up customer service and provide an excellent customer experience.