Two things happen on President’s Day. We celebrate those who were bestowed with the greatest honor of a democracy, being freely elected president of the United States. And we shop over a three-day weekend. What do the two have in common?
Every four years we get to choose who will lead the country. We evaluate our emotional engagement with each of the candidates. We compare their policy positions and make, hopefully, an informed decision as to our preference and loyalty. A similar process happens when we make brand choices. Every time we interact with a company, we vote on the future of the relationship.
Along the entire customer journey, from awareness to advocacy, we interact with brands at many different points. At each touchpoint, we vote. We can choose to cast a positive vote to advance the relationship, for example by making a purchase, giving a recommendation or simply enjoying the product’s use.
We can also vote to break off the relationship. This takes the form of stopping use of the product, sharing a negative experience or deciding not to buy the product again. It’s also possible to vote to neither advance nor break off the relationship, simply maintaining the status quo. This is the most common vote and leaves the brand very vulnerable to competitors.
Presidents just have to win an election once every four years, but brands have to win votes on a regular basis. Just because you voted to advance the customer relationship today does not mean you will do the same tomorrow. A single bad experience like being placed on hold for 30 minutes, being surprised with extra costs at the last minute of reading about another customer’s really bad experience can be enough to change a neutral to a negative vote. It all adds up. In the wireless industry, annual customer attrition, or churn, hovers around 30%.
The solution – deliver better customer experiences at every touchpoint. How do you do it? The first step is to understand what all the customer touchpoints are. Then stop and look at each one, see how well it’s working for your customers. And finally figure out which touchpoints need the most help, which ones will benefit the business the most and what investments in people, process and technology will be required to improve things.
The how? – Customer journey mapping. Yes, every analyst and consultant talks about customer journey mapping and no, you won’t get the same value from every provider. If you don’t first make sure you understand whom your customers and audiences are, you won’t make the right map. If you don’t collect data to understand how well or poorly each step along the journey is doing, you won’t be able to affect meaningful change. And if you don’t prioritize focusing on which touchpoints, in which order, you will end up trying to boil the ocean and not producing any results.
Tahzoo specializes in customer journey mapping engagements. We bring to bear our insights, analytics and data scientists to make sure both the maps and the outcomes are data-driven. We deliver comprehensive recommendations and roadmaps to ensure the insight drawn can be actionable to produce the measureable and impactful business results. For us it’s all about outcomes, not just outputs. Contact us for more information. Every vote counts. firstname.lastname@example.org