Most businesses do not measure customer journey maps. Recently I was talking with senior operation team member of one of the large Mutual Funds. He was explaining to me how they have pioneered in SMS based investing.
I just asked ;
Whether investors need this kind of service? - (R) Dont know.
How many investors use mobile as a investment making instrument? (R) 1%
By doing this new innovation how much more investors would use mobile? (R) 1 to 2% more
After some dialogue I asked whether do you map customer journeys? He looked at me like as if he is asking me what is that ? and responded NO.
This is the biggest problem with every organisation. They are investing so much in technology where it is going to impact 2% of the customer base but have no clue about what really customer needs , what customer are thinking and feeling while dealing with the company? No one has clue of end to end customer journeys , no one is in charge of end to end customer experience.
Companies spend millions of dollars for BPR & IT projects but have no clue of customer service designs & customer experience they are creating.
I think it is a high time to REALLY focus on customers. Customer Focus must come out from mission statement & mere vocabulary to life.
Let this year be declared as a year of Customer Journey Mapping. It will end with huge customer insights & many eye openers.
Very true Sunil.
ReplyDeleteCustomer journey mapping is an essential procedure that should be followed. As customer journey map visually represents of every experience your customers have with you. It helps to tell the story of a customer experience for fine-tuning your marketing efforts. Using a Customer Journey Mapping Tool you can get this done easily.
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