More organizations than ever are getting started with customer journey orchestration and for good reason. A customer journey strategy helps organizations deliver a unified customer experience, so getting it right is key. In our recent webinar featuring Joana Quintanilha from Forrester Research, we discussed how businesses of any size can get incredible results from customer journeys. This blog post highlights 7 important takeaways from the discussion, but check out the webinar for more details.
Solve Pain Or Deliver Promise
Journey orchestration is a key part of any customer-centric strategy. To succeed, you must ask yourself what sort of journeys will deliver the best experience for your customers. To figure this out, you should look at which experiences are painful for customers and which offer promise for great results. In the webinar, we discuss one way to get results quickly. Start with a journey that either solves a common pain point or helps deliver a powerful journey experience.
Consider Intensity and Complexity
Different journeys have different stakes for your customers. By using a framework that charts intensity and complexity, you can identify which journeys create particular emotions. Where a complex, but low-intensity, journey may create a feeling of boredom, a high-intensity, low-complexity could create a feeling of adventure and excitement. You can then choose the right journey by responding to the emotions you expect your customers to feel.
Choose a Customer Journey Measurement Framework
Getting the customer journey framework right gears up your team to know which of your efforts are paying off. The good news is that every business can measure their journey if they have the right framework. To do this, listen across the journey not just to specific touchpoints. One framework that has worked for many businesses is journey steps, which focus only on those points in the journey that represent a significant change.
Measure Emotion Along The Journey
Whatever customer journey framework you use, one thing to watch is the emotional makeup of the journey you build. First, look at the “baseline” emotion that a customer has come into the journey. Second, look at what changes to the journey may “curve” or influence the customer emotions positively. Finally, look at the final “punch” that the journey leaves customers with when they’ve exited. By being deliberate with these three emotional elements of the customer journey, you can consistently delight your customers.
Be Intentional With Customer Emotions
Customer journeys naturally have an emotional cadence made up of peaks and valleys. If you design these peaks and valleys consciously, there can be greater potential for resonance with customers. For example, there may naturally be an emotional valley when customers see how much a product costs. When you design the journey to ensure that less positive emotions are followed by more positive peaks, you can maintain a balance that provides the best possible customer experience.
Create Value For Customers At Every Step
By focusing on customer goals you will naturally design a more successful journey. Why? Because customers can tell when the journey is designed to deliver them to the outcome you desire instead of helping them achieve their goals. This is crucial because business outcomes follow from doing the right thing for your customers.
Crawl, Walk, Run
If all of this sounds like too much, we understand. For years customer journey management projects have been limited to the largest brands. Not only that, but they’ve been positioned as massive organizational overhauls that take an enormous amount of time, money, and effort. This approach can work, but far more effective is starting small before scaling journeys across the business. This is why more and more businesses are starting with a single journey, often within a single department. By starting small, teams can prove value, expand the project to more departments and channels, and take the time they need to develop a truly omnichannel customer experience.