80% of what you do within your organisation deliver no value. This is what textbooks tell us, the 80/20 rules. If you contemplate on it for short while it is a scary thought. I have worked now for over 15 years and I can say that this rule is true. The larger the company the more true it is. So how do you get out of it? Well I think the most effective way is to use the customer experience as a tool.
I must admit that customer experience is fairly new to me as a work method. I am still developing my thoughts but I see the power it can have since it can both alter the thinking of people but mostly it focuses your resources to do solve true customer problems.
So how do you kick-start your customer experience mapping?
Well there are probably several ways, but theses three methods are a good way to start.
· Your data speaks to you. Understanding your data is your main skill as a leader. Data driven is key to right decisions. Let your analyst paint a picture with data on phases your customer goes through, and force them to put words together with the data. You are looking for story, let them build the story from the numbers you have.
· Your customers voice is another easy key. Listen to your customer service agents and look at your Facebook comments or other reviews you might have. Force your analyst to map the reviews on a customer journey. Keep track of new reviews
· Get a consulting company to do a customer journey mapping. I think this is a must for all companies that work within the B2C field. The mapping will not only give you new insight but it is a super useful tool to keep your organisation customer centric.
I will try to write more on the subject as we move along. One of the main pitfalls I see right now is that your top management does not embrace the results. If they don’t truly understand how to use it to transform the company then you are in a true uphill.