It is widely acknowledged that providing your customers with a great experience can lead to better revenue generation. EBay even claimed in its 2012 Spring Seller Update that a higher level of service increased active buyers to more than 100 million. So if you aren’t getting the results you expected from your organization, you need to ask yourself if your company is doing enough to derive more insights and deliver a better customer experience.
Jan Carlzon, the former president of the Scandinavian Airlines System, has said in his 1987 book “Moments of Truth”, that “Anytime a customer comes into contact with any aspect of a business, however remote, there is an opportunity to form an impression.” Businesses have begun to capitalize on two integral ideas are based on this – Value Constellations and Customer Experience Maps (CEMs).
CEMs do exactly what the name suggests. According to Forrester Research, they are documents that visually illustrate customers’ processes, needs, and perceptions throughout their relationships with a company. Put in simple words, a CEM follows the journey your customer takes as it engages with your company. This gives your company an opportunity to look at the various ways in which a customer is coming into contact with your company, and what you can do to turn a negative experience into a positive one.
Every customer journey is different. Yet, every customer journey contains multiple “Moments of Truth” – a fork in the road where actions (or lack of them) will result in a positive or negative experience. A CEM helps pinpoint these moments of truth, and explore what could be done better to give your customer a more positive experience.
Here is an example of a CEM:
Here, we can see a customer’s (Sarah’s) journey broken down. Every step in her journey is documented, as are her emotions (both positive and negative) towards the vendor at every check point. If your company identifies similar moments of truth in a customer’s journey, they can work towards dispelling customer issues and specific customer problems.
So how would you build a CEM?
A structure copyrighted by Dale Cobb in 2008 breaks it down into identifying six core areas:
- Moments of truth in a customer journey
- Hot Spots – the key moments of truth where an organization can win over or disappoint their customer most easily
- Customer Experience – at each step of the journey
- Problem Areas
- ‘Purple Cows’ (a concept by marketing guru Seth Godin) – moments of truth where you are positively remarkable, giving the customer a ‘wow’ experience
- Verification Activities – to verify that your customers’ moments of truth are being handled in the way you desire
We’ve seen over the course of this blog series that the top-rated companies for customer service communicate with their employees through a value constellation over a Value Chain. If your organization is looking to provide better customer service through a Value Constellation, a CEM is the right tool to help you identify the moments of truth where your organization can swoop in and provide better service to your customer.
Aegis has developed its own unique approach to Customer Experience Mapping. This approach looks beyond the conventional customer interaction points and traditional technologies and seeks to drive innovation roadmaps that enable organizations to plan, fund and execute a differentiation strategy in their marketplace.
With our expertise, your organization is bound to reap benefits through insight, and your customers can describe every interaction and experience with your company as a positive one.
And as we know, at the end of the day, a happy customer means a happy organization. So get started on your Customer Experience Map today!