Most discussions around business process improvement strive to increase efficiency within the company to improve profits. Often, improved customer service is implied. But does every process improvement truly help the customer have a better experience?
Maybe not. You have to make sure the customer doesn’t get lost in the effort.
It’s no longer enough to have great customer service. The key to success in today’s world is to provide a great customer experience.
Maya Angelou captured the essence of customer experience in her statement, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
In today’s world of technology at everyone’s fingertips, there are numerous ways you can touch your customer and your customer can touch your company. That means you can’t leave the customer experience to chance and that you must make sure each customer touchpoint provides the experience the customer expects.
Those touchpoints often get lost in the sea of business processes. Not intentionally by any means. But the problem is how the maps are created.
Process maps are typically created by defining process boundaries where you identify the start and end points of the process detailing what triggers the process to start and how you know when it’s done. Customer touchpoints are defined within each of these business processes, but the problem lies in detailing the customer journey.
Most companies don’t look at the processes as a whole to determine how many total touchpoints are involved and that’s where things can break down.
How to Make Sure Your Company Has It Covered
Making sure there are no gaps in your customer experience will take some effort. Recognition that there could be gaps or confusion during the customer journey is the first step. You’ll need to identify a team to champion this effort within your company. Here’s a high level plan.
Look at the whole picture – Gather up all of the business processes that involve customer touchpoints and look at them as a whole. This will be a huge effort of coordination all by itself. Hopefully you have a process library that’s organized to draw from. Here’s an example of the functions that may include processes with customer touchpoints from the 2016 Executive Report on Customer Experience by Call Center IQ.
Ensure touchpoints provide consistency – Once you have all of your company’s business processes identified, look at each of the customer touchpoints. Make a note of the purpose for that touchpoint and ensure that it’s consistent with other touchpoints you’ve identified. You don’t want them working against each other. Pay specific attention to what happens in the sales, delivery and support loop where things have a tendency to break down. Make any modifications to close gaps and ensure that each of your employees are empowered to make the necessary decisions as they interact with customers.
Measure the journey – What gets measured, gets done so make sure you set up metrics that support the journey, not just touchpoints. It’s likely that you currently have some metrics for touchpoints, so those can be a starting place for new metric development.
Learn how 3 Men Movers leverage technology to push the total customer experience beyond expectations.