Have you joined the dots between customer behaviour and churn?
Customer behaviour tells a story. React with insight
Is customer journey mapping answering your biggest questions?
Customer journeys are inconsistent and therefore difficult to predict. A customer journey mapping session in the boardroom won’t tell you, for example, that customers frequently need to call the call centre three times in order to progress. Customers also bring their own unique context with them.
For these reasons, real customer journeys can only be discovered within actual customer data. Only once we’ve connected the dots between everything the customer has done – and everything they’ve told us – can we understand how our customers differ, and how they value different things.
So, what’s the answer?
The answer is an approach that provides visibility of actual paths, behaviour and obstacles. Equally, it’s just as important to understand who our customers are, how they differ, and where they fit in within the broader client base.
Consider the following:
Your customers are all different
Different customers may have different journeys as they interact with your business. For instance, it may be necessary to compare people in one region to those in another, or according to product usage.
Your customers value different things
It’s essential to be able to separate customers based upon what they’re telling you, typically through structured (surveys) and unstructured (social media) mechanisms. This insight can help you determine which customers need real-time interventions during their journeys.
Your customer segments have different goals
Analysis may reveal that Persona A is more likely to use a particular channel or series of channels in order to achieve their goal, while Persona B requires particular information at a point. Understanding these personas would then inform how you need to engage them differently to keep them on their paths
What’s the secret to doubling your retention success?
Your customers are going to have particular experiences with your brand tomorrow, both good and bad. Customer Journey Management, the next evolution of CX, offers a toolbox for discovering these likely future journeys and pre-emptively designing interventions that correct experiences and keep customers.
Discover the proven approaches to understanding customer segments and anticipating risk (and doubling the success of your retention efforts). Download the full complimentary paper now.