To thrive in today’s experience-led business world, leaders need to understand the importance of the journeys that customers take buying and using products or services. The customer journey must be at the center of the entire business to engage and connect with customers. When 86% of buyers are willing to pay more for great customer experience, competing for that wallet-share with a great customer journey is a requirement. Thankfully, most companies have taken action to satisfy these demands. Particularly in marketing or customer service departments, awareness of the need to improve CX has grown. The challenge can be convincing the rest of the organization, that their actions can easily impact financial outcomes for the wider business. Customers only see your brand, not just the departments that make it up, so the cross-functional performance within an organization has a direct impact on your bottom line. And as we know, if someone has an excellent experience, that will impact customer loyalty and retention efforts.
To deliver the best possible CX, you need to understand the most important features of customer journeys. To do this, we compiled the list of top pain points that we see arise in the journeys we implement. These are the use cases that journey management solves for and how best to prepare for launching a journey program. Be sure to check out our complete guide to the fundamentals of journey management. You’ll find a comprehensive description of the five primary journey management use cases. But if you’re in a hurry, we will quickly run through these five use cases here.
Use Cases In Brief: Getting Started With Journey Management
It can be hard to know where to start to improve customer journey management. Finding what you’re trying to solve for with journey management allows you to identify metrics and coordinate the right leaders to meet the challenge. The following five use cases are the ones we most often see as top areas for strategic improvements that can deliver tremendous value.
Drive Engagement and Retention
Customer journey management provides a framework of coordination to support two-way communication with customers. By connecting all channels that customers can seek to engage with the brand, you can better engage with consumers. This communication must be multi-directional. It isn’t enough to be promoting a clear message. You need to be able to ingest and react to customer inputs, ideally in real-time to respond effectively to the need of the person in front of you. An example of this might be a bed manufacturer that uses IoT technology to track how much you toss and turn during the night. They can then recommend a softer or firmer mattress depending on your movement patterns. By then connecting this data with ads or customer service communications, you can be more likely to retain a customer rather than losing them to another mattress firm.
Intelligent Acquisition & Lead Management
Customer journey management allows you to capture leads and automate key nurture and engagement touchpoints. If you connect data properly, you can then unify the entire prospect experience. We recognize this is often easier said than done. Your digital touchpoints are a great place to start. By automating the experience on the website, you can create progressive profile forms that adapt and react to any activity. With the right cookie data, you can track the lead’s behavior across visits. Consider if a lead visits your website, and then leaves, but interacts with one of your ads. It’s possible to then use that information to automatically update the website and link those two experiences. For example, a customer could search the website of a technology retailer anonymously. When they then click an ad, an intelligent journey management system could track and connect that information, preventing repetitive experiences and potentially offering a new ad with an incentive to come into the store. This eliminates those annoying retargeting scenarios when clients can be turned off from purchase a product again by providing them with similar relevant but not duplicative results.
Maximizing Sales Through Personalization
Customer journey management empowers sales teams to actively listen and react to customers. Wherever salespeople and customers interact, personalization improves the power of sales efforts. For some financial services businesses, being able to take real-time risk decisions and turn them into sales activity can have a huge impact. In a space where over half the customers are dissatisfied with the speed, ease, or understandability of their current service, personalization around financial decisions directly correlates with customer satisfaction. If a customer wants to get insurance, it can take time for a quote to process. Very often, at the end of the purchase cycle, a potential buyer can be converted to a different company with strategic retargeting. To garner that attention, it’s crucial for sales quotas to leverage a journey management tool supporting intelligent recommendations. This allows the sales teams can move faster and provide better experiences, and hopefully, close more deals. Imagine a salesperson who knows that a customer is interested and motivated. If that customer is a potentially high-revenue opportunity, they can reach out directly and engage with the customer. Better still by connecting artificial intelligence for decisioning, the salesperson can know better what kind of message will resonate and thus improve their ability to sell.
Explore Your Customer Journey
How you define customer behaviors within a larger journey context shapes how you build out your larger journey. This means that this use case can often be the right place when you’re getting started with journey management. A journey management tool allows you to view the journey holistically. This means you can get a better sense of what matters to your customers and what might impact the overall customer experience most. Take for example a company with dozens of digital and in-person channels. With a journey framework designed to ingest and interpret that data, they can see how information flows from system to system and ideally how people flow within that system as well. The result is a better understanding of where the experience breaks down and what needs to change in the future. Think of journey exploration as a discovery tool to uncover unexpected value: you may find a problem that no single piece of your technology stack could show you.
Implement Customer Service Efficiencies
In customer journey management, service is just one part of a larger whole, crucial to maintaining loyalty but also being an active part of cross-selling & up-sell opportunities. A well-managed journey synchronizes data across all communications channels. When this data is accessible to all members of the team you can predict or offset why a customer is calling in the first place. Consider an energy provider who frequently sees customer billing issues due to a complex website. With modern listening tools, the service team can know where the customer was on the website. By connecting that data with information around how they reached that page, then they can much better serve them quickly and efficiently when they do pick up the phone to call. Consider if the customer is clearly struggling to find something. This may be an opportunity to provide a gentle reminder of the voice line. By giving a small nudge, the service team can prevent the customer’s frustrations from building when they do call.
Use Cases At the Core of Customer Journey Management
You must know what problem you’re trying to solve when you begin a journey program. By thinking about what your business wants to improve from an experience perspective, you set yourself up for success in implementing great customer journeys. While this blog provides a brief overview of the most impactful use cases that we’ve identified for getting started with customer journey management, we highly recommend you read our guide: The Fundamentals of Journey Management. It’s chock-full of insights and information that will help you explain and share the basics of journey management.