14. April 2020 ǀ Munich Ismaning
Touchpoint misery exit strategy – In these times more than ever, keep the customer experience in mind.
An interview with our consultant Philipp Fischer
on the topic “company view vs. customer view” in
Customer Experience Management.
We have also summarized his recommendations for action
in a dedicated checklist you can download.
Philipp, from your experience, when have you recently been confronted with an “experience gap”?
Philipp: Due to a move, I had to switch to a new product category with my communications service provider. Declared a “routine process,” I contacted the service provider’s “moving service,” which made me think that everything would go smoothly and as quickly as possible.
However, I was in for a surprise. The newly ordered hardware was sent to my old address despite providing notice and a written statement, the service technician postponed the connection date several times, and I was charged the “activation fees” and “setup price” that do not apply to regular customers. So what should have been routine gradually turned into a calamity.
What do you think went wrong here, especially concerning a positive customer journey?
Philipp: For the service provider, my complaint is just one among thousands that arrive every day through a wide variety of channels and touchpoints. For the company, the main task is to translate individual incidents into tickets and forward them to the relevant internal contact persons. And that is precisely the problem, because for me, as a customer, there is no contact person who monitors the process, checks up on the results, and communicates consistently with me. The opposite is usually the case: The responsibilities vary, and the coordination effort increases.
What is the problem, and what solutions are there?
Philipp: Completely disregarded and contrary to a holistic view, the context here is not interpreted; i.e., there is no attempt to really understand the customers’ problems or analyze their motives. If there was, you would realize that, during a move, customers cannot log into a portal to search for information or to find one of many telephone numbers. It’s frustrating because the communicated expectations do not correspond to the actual services provided. As a result, you get annoyed, communicate this frustration to your circle of friends and acquaintances, and certainly do not remember this phase as a “positive experience” for later contacts.
If a company wants to understand its customers and their context, this context must be entered in the respective channels and at the touchpoints. To this end, there is now dedicated software that combines operational and customer experience data and encapsulates the problem holistically and systemically.
In addition, how can companies help themselves directly in small, initial steps?
Philipp: Companies that want to optimize their customer journey must create a detailed roadmap for each customer journey that describes the process from start to end, takes into account the business impact of optimizations, and provides a reasonable, feasible succession of initiatives.
During this process, the following questions must also be answered:
- Do our corporate information and interactions match the customers’ needs?
- What reactions do we want to promote at our touchpoints?
- Can we understand our customers’ problems holistically, or do we understand how to solve their problems “correctly”?
I recommend following the recommendations in our checklist.
Autor: Verena Holzgreve ǀ 14. April 2020 ǀ München Ismaning
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