Last year AFAS teamed up with SPOTONVISION to create a better understanding of their customer’s journey, focusing on the immediate post purchase stage. By looking at the moments of truth for the customer and identifying how the customer experience could be improved, AFAS has gained a good understanding of the process, the pitfalls and the successes of a customer journey project. Recently a small group of marketers came together to discuss the AFAS experience specifically and the subject of Customer Journey’s in greater depth.
At the round-table meeting, we asked the participants from various B2B companies what their key questions were about the customer journey and customer experience. We then divided these questions into four areas:
In a series of four articles we discuss each topic individually and for each topic we outline a number of do’s and don’ts.
An often heard question is: ‘How do I convince management of the need for a thorough customer journey analysis?’ Generally, it boils down to ‘selling’ the strategic use of the customer journey; for example, switching from focusing on churn rate to a comprehensive approach to the total customer experience. Another common question is how to bring all staff of the internal organisation on the same page; how do colleagues take responsibility, especially in large, complex organisations?
The customer journey affects the entire organisation; it is not a marketing or communication affair. It is everything with which or by which the customers come into contact with your organisation or products at various points in time – be it the support desk, the finance department, the consultant or the website a customer is dealing with. As this tends to involve a variety of departments, we wonder how you can cross these customer journey boundaries and keep the project feasible. This then leads to the key question of ‘Who in the organisation should be responsible for the customer journey and customer experience?’ Often marketing departments are quick to take the lead. A recent study has shown that the central role will increasingly shift to marketing in the coming years.
I hope that these do’s and don’ts have given you some guidance. One of the things we recommend is to appoint a Customer Experience Manager within the organisation. This might be difficult to accomplish at the beginning. In some companies it works and bears fruit. Such a strategic choice is often made by senior management, and many companies in the Netherlands are not yet ready for it. However, patience is a virtue.
Our other blogs in the customer journey series are:
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