Connect Summer 2017 - Page 17

In 2016, the global consulting market was worth more than $250 billion, including over $130 billion in management consultancy services alone, according to McKinsey & Company. CASE STUDIES CASE STUDIES Collaboration in Journey Mapping When administrators at USA.gov set out to improve customer experience, they searched for answers through journey mapping. A look at their process reveals three areas collaboration played a key role. > PEOPLE: USA.gov hosted four journey mapping workshops and invited managers and subject matter experts to the table to collaborate and professional facilitators to help keep them on task. > DATA: The organization leveraged several resources to compile the data for their mapping process, including outside agency research, help center data, social media comments, surveys, front-line employee interviews, and web analytics. > AGENCIES: Organizers identified and improved specific pain points and gaps in the customers’ experiences and shared those with the appropriate departments and outside agencies. Stakeholders from inside and outside the organization formed a Customer Advisory Council to facilitate the directives of the mapping process. Jumpstart Your Way to Journey Mapping Developing your first journey map can be overwhelming. Use these tips to get past the challenge of taking that first step: Î Î ASK FOR HELP BY INVITING ONE FRONT-LINE EMPLOYEE, ONE DEPARTMENT HEAD, AND ONE MARKETING EXECUTIVE TO COLLABORATE. Later, widen the pool to include other stake- holders and subject matter experts. Î Î START BY MODELING ONLY YOUR MOST EXTREME CUSTOMER AND YOUR MOST COMMON ONE. Once you get the hang of it, you can include all key customer segments. Î Î DON’T GET MIRED DOWN IN THE NUANCES OF EVERY TOUCHPOINT. Focus on ones that are most important to your business, such as in-store, online, marketing, and phone support. Down the line, you can break those larger touchpoints into smaller ones. Î Î BEGIN WITH BROAD ASSUMPTIONS ABOUT YOUR CUSTOMERS’ BEHAVIOR. Later, you can validate those assumptions and add more data as it becomes available. Client Experience Done Right In the war to win the adoration and loyalty of their customers, Apple’s "secret sauce" can be summed up in one word: empathy. From casual online browsing to the thrill of opening a new product's packaging for the first time, this tech giant designs every touchpoint with the customer experience in mind. As the driving force behind Apple’s experience design, empathy plays a key role in every touchpoint. Smaller companies wanting to do a better job of weaving customer experience throughout the journey can learn from these examples of touchpoints done right: UNBOXING AS A HAPPENING The joy of opening a new Apple product is the stuff social media is made of. If you’re unfamiliar with the unboxing phenomenon, a quick YouTube search will help explain the extent of its popularity. Most retail companies put a lot of thought into packaging, but few consider how the experience of opening a new product could strengthen customer loyalty. A great unboxing experience can feel like a personal performance for the user, so scripting it perfectly may return great dividends. POWERFUL, YET EFFORTLESS, NAVIGATION Apple’s website is easy to navigate, pleasing to the eye, and designed to make users feel like part of a community. Make sure your website facilitates seamless transitions for those wanting to learn more about your brand, buy a product, or locate you. RETAIL AS AN EXPERIENCE Apple Stores are designed and operated to illicit excitement about new products, solve user problems, and create an atmosphere of belonging in an Apple world. Product demos give customers a way to get excited about new devices without the risk. Apple staffers are extensively trained in the psychology of the customer and use tactics designed to make customers feel heard, agreed with, and included. Train your staff to be responsive and empathetic to the client, while giving them a feeling of belonging, and give customers a reason to get excited about your brand. UNPARALLELED SUPPORT From a customer-experience perspective, Apple’s Genius Bar is, well, genius. Not only do employees quickly solve a host of problems, but customers identify and bond with the employees, who use Apple mobile devices on the floor. One-on-one tutor ials, personal set-up desks, and group classes round out an exceptional support program. Identify touchpoints in your business that provide guidance to your customers and streamline them to exceed expectations. As the driving force behind Apple’s user experience design, empathy plays a key role in every touchpoint. RANKED BY FORBES’ 2017 “AMERICA’S 100 BEST BANKS” // CONNECT INNOVATION SUMMER 2017 // SNB.COM | 17