A new form of competitive advantage based on customer knowledge

Cloud Customer Experience for Community Service Providers, how to develop Journey Maps to improve Service Delivery

“A new form of competitive advantage based on superior customer knowledge and quicker business response is emerging…”

Australian Community Providers need to transition to a competitive market and change the support sector facing major structural changes. These include increased funding and demand, changes in the design of supports, and the challenge of responding to consumer choice and new governance arrangements. Develop options to a competitive market ahead to operate efficiently and competitively without requiring on-going subsidisation.

In a competitive market, current providers need to invest in marketing and service methodology to implement strategies to achieve the vision of the market. Changing business and service model configurations will also require fresh thinking around being client-focused and the ability to scale up and down quickly is fundamental in achieving sustainability.

You have to focus on producing great services. High quality, capacity building services that support people to be as independent as possible. It is a major challenge for any organisation to create an organisational culture to deliver on this ethos.

What is a Customer Journey Map?

A key tool to achieve this is customer journey mapping, where powerful new data collection and analytics tools are helping to provide deeper insights to fuel performance. Clients today want to experience a seamless journey from initial enquiry right through to any required post support. By identifying those steps in your client experience with the greatest impact, your journey map becomes a centrepiece of your clients experience planning process.

No more guessing what motivates customers to grow with your brand. Instead, uncover exact moments that help customers succeed, and allocate your efforts to encourage more of them. Client journey maps chart your client’s experience and help you target improvements with the greatest return. Illustrating or describing how the customer experience could be brought to life across channels allows all stakeholders from all areas of the business to better understand the essence of the whole experience from the customer’s perspective. However, knowing where to start can be a daunting endeavour. Gartner (2012) estimated that nearly 90% of companies expect to compete mostly on the basis of customer experience starting this year.

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CX Journey Mapping

Learn a hands-on approach to identify the “Four I’s”:

• Insights – clear understanding of customer needs
• Impact – clear focus on the resulting business value
• Issues/Opportunities – what’s getting in the way, or could be improved, in order to meet customer needs
• Innovate – design solutions that deliver both customer and organisational value

“Typically, digital is associated only with providing a superior customer experience. But digital can also help create new business models, drive operational excellence and enhance employee engagement.”–Raman Sapra

Cloud Customer Experience Improve Service Delivery

Customers these days don’t demand a satisfying customer support; what they are looking for is sustained customer engagement that can deliver a richer and more fruitful customer experience. As can be imagined, it will be a test to come good on their expectations, but not if you leverage the immense potential of cloud computing. The great thing about cloud technology is that you have the option of choosing from an array of CRM systems; all you need to do is get a clear picture of your requirements and choose a solution that satisfies and fits.

Cloud based Customer Experience solutions:

3 Steps to getting customer experience management right

So many things can affect the customer experience, how do you know where to start? Here are three steps to successful customer experience management:

1. Create and maintain complete customer profiles.
2. Make it personal; Personalise all customer interactions.
3. Get the right information to the right place at the right time – every time.

1. Create and maintain complete customer profiles

To deliver a stellar customer experience, you have to know your customer better than ever before. That means creating and maintaining complete customer profiles that help you understand and measure your customers’ journeys at every touch point across multiple channels. The more you know your customers, the more effective you’ll be at delivering relevant offers to them. The more relevant your offers are, the closer the relationship between your business and your customer becomes – driving metrics like loyalty and retention.

Historically, companies have used structured data – e.g., demographic, transactional and log data – to construct customer profiles. Today, you must include emerging types of data – social media, video, RFID, sensor, geolocation, etc. – tied together with cross-channel coordination. And add contact, response and transactional history interspersed throughout the customer life cycle, as well as customer value, profitability, behavioural analysis and propensity scores.

• Learn how to improve the customer experience at specific touch points.
• Understand what your customers want and expect you to do for them.
• Make better decisions faster.

2. Make it personal

Once you have a thorough understanding of the customer, you can use that knowledge to personalise every interaction. Remember to not only focus on the customer, but also on the context in which the customer operates. Your data can help you maintain that focus, particularly if you continue to enrich existing (core) data with new sources. By adding context to your customer focus, you can deliver relevant, insightful offers, recommendations, advice and service actions when a customer is most receptive.

Remember that customers have more presence, power and choice than ever before. If you don’t provide a personal, relevant, timely and insightful message, you will alienate them immediately. But if you do, you will drive brand loyalty.

3. Right message, right place, right time – every time

To deliver the most value at each customer touch point – and improve the customer experience – you need to map analytics to specific stages in the customer life cycle so you can deliver the right message to the right place at the right time. Each life cycle stage is important – from initial consideration, to active evaluation, to the moment of purchase and even to the post-purchase experience. Each stage is an opportunity to improve the customer experience. And each stage is an opportunity to gain more insight that you can feed back into your marketing processes to draw from the next time.

There are 5 major steps in order to initiate a transformation

Why? Because the power has shifted from the brand to the consumer. The consumer has more power than they have ever had before.
But it’s not just enough to say it. If you’re product-centric or service centric, you actually have to go through a process. I like to keep things simple, and if you can’t actually take action, nothing is going to happen. This is the difference between thought-leadership and action-leadership. My team is focused on action-leadership. For me, there are really 5 major steps in order to initiate a transformation:

1. Understand our customer and empathise with their needs. Walk a mile in their shoes.
2. Then we need to educate our business about our customers and their needs and align the business to fulfilling those needs.
3. Once we’ve done that, we need to identify moments that matter in that customer’s journey, and design new experiences that we can deliver that meet that customer’s needs, and return value to the business. We call that the value equation. If we deliver compelling experiences to the customer, and they have their needs met, I should get my needs met as a business.
4. But humans are very complex creatures. And because we are, we have to prototype and test new experiences because we want to make sure that they are actually relevant to the customer and they meet their needs.
5. Then we can actually validate these new experiences and bring them to scale.

To me, transformation without innovation just doesn’t happen. How many of you have competitors? How many of you would like to differentiate against your competitor and grab more market share? To do that, you have to actually execute new experiences that make you more relevant than the guy next to you. So if you don’t have a plan to execute new experiences to deliver relevant experiences, it’s probably not going to happen. You might actually talk about the customer, you might actually put in place a voice of the customer program and measure customer satisfaction, but if you don’t execute new experiences, transformation isn’t going to happen.

Book Webinar and Related Information Links:

Article: CRM Strategy and Processes, CRM Client Relation Management and Case Management Cloud Solution:
CRM Case Management Software Solution
Article: Data Management Practices for Service Providers:
Data Management Practices for Service Providers

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