DETROIT – Mapping the journey of your customers can help identify pain points in their interactions with your contact center staff. Running a call center is all about identifying issues and making long-term improvements. Mapping your customer journey can give you deeper insight about their experience to identify effective performance and areas for improvement.
What Is Customer Journey Mapping?
Customer journey mapping is a way to visualize every step of the experience from the customer’s first contact to their last interaction with your company..
As simple as it sounds, customer journey mapping requires analysis of diverse quantitative and qualitative data. Customers create data in several ways:
Direct Survey
Customers can be asked about their experience during or after calls. This can provide useful qualitative data, but it can be hard to visualize.
Loyalty Churn and Interaction Time
Quantitative data can be extracted from the length of time your customers spend on the phone, and can be used to assess their potential for repeat business or pursuit of rival services.
Call Resolution
How frequently and quickly are your callers’ issues resolved? This kind of data is incredibly important in mapping the customer journey, as it is the pivotal purpose of your service in most cases. All of these sources of data require robust and agile call center reporting solutions.
Tips for Successful Customer Journey Mapping
Much like the running of a contact center in general, mapping customer journeys can be complex. Here are some tips to optimize your customer journey mapping strategy:
Keep Metrics in Mind
Whenever possible, look for concrete numerical data. Qualitative data is great for getting a handle on what your customer is feeling, but it can become cloudy and indistinct for analysis and visualization. Code customer responses into hard data if you can.
Be the Customer
The easiest way to check if your reporting and analysis is up to scratch is to test it yourself. Test-run some customer journeys with your personnel to check the accuracy of your reporting methods.
Prioritize Pain Points
Pain points are sections of your customer journey that are frustrating, unhelpful, or counterproductive. As you map your customer journey, you may find multiple pain points to prioritize as you work to improve your customer service.
James Daniels is a freelance writer, business enthusiast, a bit of a tech buff, and an overall geek. He is also an avid reader, who can while away hours reading and knowing about the latest gadgets and tech, whilst offering views and opinions on these topics.
