CEM Customer Journey CRMIT
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CEM Customer Journey CRMIT

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This presentation made by CRMIT (http://www.crmit.com/) talks about an important aspect in CEM : Customer Experience Management, that is "Customer Journey". It describes what Customer Journey is, ...

This presentation made by CRMIT (http://www.crmit.com/) talks about an important aspect in CEM : Customer Experience Management, that is "Customer Journey". It describes what Customer Journey is, various steps involved in a sample business case and how to use this in your business scenario

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    CEM Customer Journey CRMIT CEM Customer Journey CRMIT Presentation Transcript

    • Customer Experience Management: Customer JourneyCopyright of CRMIT-© 2012. All rights reserved. Confidential Information
    • Agenda Customer Pharmacy Touch Points Experience Shop Example One Size Does References Contact Industry Verticals Information Not Fit AllCopyright of CRMIT-© 2012. All rights reserved. Confidential Information
    • Customer Experience • Is it the interaction between Organization & Customers? – Much more than just a rational experience – How you interact with your customer? – What are your delivery time scales? – How quickly you answer your customer calls etc., • Customer Experience depends on: – How the customer journey was – How (s)he feels after each interactionCopyright of CRMIT-© 2012. All rights reserved. Confidential Information
    • Example : Pharmacy Shop • When you go to a pharmacy shop, What are the things that catch your attention? – Signboard – Shop’s Door – Interior – Counter Staff – Payment Methods / Procedure – Packing – After Sales Service – … • These are called “Touch Points” – Businesses may have 1 to 1000+ touch points with their customersCopyright of CRMIT-© 2012. All rights reserved. Confidential Information
    • Few Touchpoints : Door • A door may be clean, dirty, transparent or may have an advertisement on it • Catches the attention of your customers and encourages them to shop from your store • Kind of advertisement may pull customers or drive them away – Example: A pharmacy shop may have advertisements with happy faces / family pictures : good impressionCopyright of CRMIT-© 2012. All rights reserved. Confidential Information
    • Few Touchpoints : People • How your staff behind the counter handle the customers? • Are they attending customers properly? • Are they making customers wait for too long? • Is their response fast enough to make customer’s experience pleasant? • Observe, and ask more questionsCopyright of CRMIT-© 2012. All rights reserved. Confidential Information
    • Few Touchpoints : After Sales Service • Example: – A diabetic patient visits your pharmacy regularly – You may remind him after a certain interval about restocking his medicines or may be his diabetes vaccinations • Look for opportunities to pleasantly surprise your customer – Unique experiences score betterCopyright of CRMIT-© 2012. All rights reserved. Confidential Information
    • One Size Does Not Fit All • The journey described here is just a sample – It may look too simple / uncomplicated for a pharmacy shop – For your business, there might be multiple steps involved which may need very complex processing / systems / software / manpower etc., • Those tools are secondary, really – The important part is that customer journey and customer experience should always be the top priorities for any businessCopyright of CRMIT-© 2012. All rights reserved. Confidential Information
    • References • Refer to our blog article on the same topic : http://blog.crmit.com/?p=755 • Picture Courtesy: – http://www.flickr.com/photos/aidan_jones/3575000735/ – http://www.flickr.com/photos/rnav/350211514/ – http://www.flickr.com/photos/petereed/128052545/ – http://www.flickr.com/photos/geodesic/80994168/Copyright of CRMIT-© 2012. All rights reserved. Confidential Information
    • Contact Information Email : contact@crmit.comCopyright of CRMIT-© 2012. All rights reserved.This document and translations of it may be copied and furnished to others, and derivative works that comment on or otherwise explain it or assist in its implementation may beprepared, copied, published, and distributed, in whole or in part, without restriction of any kind, provided that the above copyright notice and this section are included on all suchcopies and derivative works. However, this document itself may not be modified in any way, including by removing the copyright notice or references to CRMIT, without thepermission of the copyright owners. This document and the information contained herein is provided on an "AS IS" basis and CRMIT DISCLAIMS ALL WARRANTIES,EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO ANY WARRANTY THAT THE USE OF THE INFORMATION HEREIN WILL NOT INFRINGE ANY OWNERSHIPRIGHTS OR ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE.Copyright of CRMIT-© 2012. All rights reserved. Confidential Information