Magazine article CRM Magazine

Five Best Practices to Integrate VoC into Your Customer Journey Mapping

Magazine article CRM Magazine

Five Best Practices to Integrate VoC into Your Customer Journey Mapping

Article excerpt

The customer journey map is an essential tool for organizations needing to address the persistent cross-channel CX challenges that hinder a unique and frictionless user experience. Without a customer journey map, you're unlikely to be able to provide a consistently positive experience at each interaction point.

Today's customers expect every stage along their journey--from initial research to selection to purchase to advocacy to be seamless across all channels and devices. Different buyer personas are likely to take completely different paths to purchase--which means the more channels an organization is able to integrate, the greater its ability to facilitate the needs of a diverse customer base.

While a customer journey map helps an organization focus on what matters most to its customers, it is unlikely to reach its full potential without the necessary contextual data or continuous updates needed to truly understand evolving customer behaviors and expectations.

How do you fill this void? First and foremost, you need to actively listen and engage with customers as they navigate their way through the journey to purchase. An effective Voice of Customer (VoC) program provides deep, real-time and context-rich insight that can provide valuable insight into customer journey mapping.

The more you learn about your customers by listening to them on their terms at different points along their journey, the greater understanding you gain of their desires and expectations and the better equipped you'll be to react to their needs and give them what they want. This in turn puts you in a much stronger position to increase profits, retention and loyalty, all while allowing you to avoid potential CX disasters. But how do you do this effectively?

1. COLLECT FEEDBACK IN THE MOMENT OF TRUTH

Create an engagement platform that is non-intrusive and allows your customers to leave feedback on their own terms. This encourages them to share undiluted thoughts, opinions, and emotions, allowing you to capture deeper insights at each moment of truth--whenever or wherever that is in their customer journey.

2. CAPTURE ACCOMPANYING CONTEXT

If you implement a VoC solution that automatically captures associated context --whether that is a specific web page, mobile device type, browser, location etc.--with this feedback, you can really delve deep into what your customers are telling you.

Is their experience affected by some factor you were unaware of? And is this factor easily rectifiable? Context is critical to establishing inconsistencies within your customer journey map, along with the action you need to take to iron these out. …

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