Are You Easy To Do Business With? (Improving Customer Experiences)


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Customers are frustrated with how difficult it is to do business with some organizations. Lost customers, higher cost, and poor reputations are the price of not being easy to do business with. Customer Journey Mapping helps businesses understand what their customer's frustrations are by walking in the steps of the customer.

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Are You Easy To Do Business With? (Improving Customer Experiences)

  1. 1.
  2. 2. Customers Are Frustrated (c) 2013 ServiceEase
  3. 3. Top 4 Reasons Customers Are Frustrated Rudeness 33% Passing the Buck 26%The Waiting Game 10% Being Boomeranged 10% Other 21% 2012 American Express Customer Experience Barometer (c) 2013 ServiceEase
  4. 4. How Do Frustrated Customers React 55% walked away from a transaction in the last year because of a poor customer experience. 2012 American Express Customer Experience Barometer (c) 2013 ServiceEase
  5. 5. Why Care? • An estimated $83 Billion is Lost to US Businesses due to poor customer service each year. • Customers tell 15 people about a good customer experience, but tell 24 people about a bad customer experience. • It cost 5x as much to get new customers as retain current customers. 2013 Shankman| Honing Infographic (c) 2013 ServiceEase
  6. 6. What To Do?  Say “NO” to a narrow CUSTOMER SERVICE focus (problem–centered ) (c) 2013 ServiceEase
  7. 7. What’s Next?  Say “YES” to a holistic CUSTOMER EXPERIENCE focus (proactive) (c) 2013 ServiceEase
  8. 8. What is Customer Experience? Customer Experience is how customers perceive their interactions with your organization.  Whether you take action or not, your organization already has a customer experience.  Customer experience doesn’t start or end with a transaction.  Ex. Word of Mouth, Social Media, Advertisements, Warranty, etc. Forrester Research, November 2010 (c) 2013 ServiceEase
  9. 9. Where to Start? Customer Journey Mapping A Customer Journey Map is an illustration of each step a customer takes in their interaction with your organization. “A great customer journey map documents your customer experience from your customer’s eyes, helping you to understand not only how customers interact with you today, but also identifies improvement opportunities.” 2013 (c) 2013 ServiceEase
  10. 10. (c) 2013 ServiceEase
  11. 11. Customer Journey Maps – Key Features  Goal(s) — what a customer has set out to achieve  Ex. Order book through interlibrary loan process  Persona — a representative profile of a customer segment  Ex. Jane, 35-45 yrs old, single, active reader, library supporter  Touchpoints — all the ways customers experience or interact with your organization (communications, human contact or technology)  Website, telephone system, librarians, interlibrary form  Emotions — how a customer feels during the journey  ( - ) Happy, Sad, Mad, Frustrated, etc. (c) 2013 ServiceEase
  12. 12. Customer Journey Maps – Key Insights  Pain Points – specific conditions that cause customers dissatisfaction  Customer had to call the library twice and go to the library to order book.  Moments of Truth – critical times when customers decide to continue or leave  Learning it could take up to 5 wks to get book. Customer cancelled request and ordered from Amazon.  Opportunities – ways to improve, redesign or create new services  Add detailed description and Interlibrary Loan Request Form to library’s website.  Develop an expedited process for an additional fee (c) 2013 ServiceEase
  13. 13. Be Easy to Do Business With  Understanding and reducing customers frustrations are vital to improving customer experience.  Customer journey maps offer an opportunity to walk in customers’ shoes and find out what’s working and what’s not working as they interact with your organization.  These insights can be used to eliminate unnecessary steps, redesign services, create new services, and more. (c) 2013 ServiceEase
  14. 14. Lisa D. Dance ServiceEase Follow me on @ServiceEase Questions?