Fully understanding a customer’s journey is the first step to making that journey better and easier. You need to know how your customers will interact with you when they join, use, leave and complain about you. We consider the journey holistically and help you transform your customers' experiences.
We can bucket the strategy for each journey into instructions (changes of something, an address for example), explanations (why have I been charged £20?) and conversations (I want to ensure my pension will meet my retirement plans). Suitable channels need to be chosen for each journey to deal. This includes multiple channels to make allowance for customer preferences, physical constraints (I’m in the car and can’t do webchat or I’m at work and can’t call) and cost to serve. Here at Capita we’re using a bespoke set of smart analytical tools and methodologies to build a unique customer journey map - an atlas of their needs, their interactions, what drives their satisfaction and ‘feelgood’ factors. What's more with over 100 million customer conversations and interactions a year, we know what an optimal journey looks like.
Effort and emotion are crucial in the analytic approach Capita takes. Capturing them exposes not only the ‘instants of anxiety’ for your customers (the stages in their journey that require extra and unnecessary work from them), but also the moments that create genuine satisfaction and delight, and enhance their view of your brand, products and services. We think our call centre agents know a thing or two about how to make customers happy, so we asked them! Click here to watch their video.
All the feedback in the world from understanding those journeys won’t help unless the insights it delivers are actionable. And that’s where we excel. Our Customer-Centred Service Design ensures both customer needs and business requirements feed through into your eventual service outcomes - along with the feedback we’ve gathered, so that improvements become thoroughly embedded in your day-to-day activities.
We believe a truly elegant and engaging customer journey can be judged on its success in three fields:
Must Haves – can it get the essential hygiene factors right every time?
Wants – does it create a positive experience that drives brand appeal and advocacy?
Wows – will it delight your customers with extras they didn’t even know they wanted until a great journey reveals them?
Supporting start-up businesses, every step of the way
by Matt Bunn 30/07/2018
5 minute read