In a world of uncertainty, market leaders are sure which customer touchpoints require prioritization. As a result of a highly volatile year, has your customer journey map been altered? As a sales operations leader, you must be confident in your company’s ability to guide customers through a bespoke experience that is centralized across your organization. A customer journey map that highlights events that have different levels of prioritization will allow your firm to address customer pain points head-on and reduce friction within the process. We will explain why it is important to address these points on your customer journey map and how it allows for deeper collaboration among resources across verticals.
Does Your Customer Journey Map Target and Eliminate Pain Points?
Your customer journey map is an integral part of your organization. How your customers experience the buying process impacts your brands’ image and, ultimately, your bottom line. An organization with an optimal customer journey in place increases their customer acquisition rate while lowering their customer acquisition costs. Without question, a customer journey map that highlights events in need of prioritization is of utmost importance. Unsure where to start? Let’s begin by identifying and prioritizing your high-impact target customer touchpoints. First, determine who your ideal customer is. Identify where their pain points are located throughout the buying process based on historical NPS and think of how you can reduce friction. These pain points indicate where your customers need your help and want you to focus on in order to make their experience better.
In a recent SBI TV interview with John deLorimier, EVP at Concentra, we discussed how to identify “brand promise vs. brand experience” and the importance of tapping into buyers’ feelings and emotions to leverage them. By targeting and eliminating your customer’s pain points, you’re leveraging a positive brand experience on your high-impact target customer base.
Have You Created Buyer/Customer Personas That Support Your Customers Journey?
In B2B sales, there are multiple types of customers you may service. Is your customer journey conducive to different types of buyers? Are your customers supported throughout their experience to ensure your brand is properly represented the way that you want it to be? By creating and iterating multiple customer personas, your organization will have a flexible, intuitive customer journey map that will have activities throughout the buying process with ranging prioritization levels and historical experience rating scales that go along with each step in the buying process for each item to have the correct amount of resources assigned to them for proper prioritization. If your customer personas need a tune-up, learn more about developing them and improving their effectiveness.
Altering Your Customer Journey Map to Prioritize High Impact Customer Touchpoints
The customer journey map is the crucial piece of the puzzle that will ensure your organization prioritizes the correct customer touchpoints. An ideal customer journey map should be a comprehensive, end-to-end view of all customer touchpoints and the internal processes that support those touchpoints. We encourage you to leverage our Customer Journey Map here:
There are three crucial items you must consider when crafting a customer journey map. The first feature is an indicator determining which event each internal team is responsible for. This feature will create alignment and cooperation throughout the customer’s buying experience.
The second feature is a marker that identifies the customer’s experience within each event based on historical NPS, usually scored on a scale of 1-5. Assign additional resources to items that score 3 or below to ensure that the pain point in their buying experience is resolved promptly. Items that score a 4 or 5 should be constantly monitored to ensure continued quality customer support.
The third feature is an event importance size scale. This feature measures the importance of each event as the customer progresses through the buyer process, rated from low importance to high importance. The combination of the event importance size scale and the experience rating scale will help your organization determine the critical events that require prioritization and if improvement is necessary based on historical customer experience.
Communication of Your Customer Journey Map to Ensure Organizational Alignment
With a customer journey map in place and ready for execution, the communication plan surrounding the customer journey map is just as important. As a sales operations leader, your job is to coordinate among relevant teams across the firm to ensure this customer journey map becomes a centralized resource. Every quarter, review and update your organization’s customer journey map to ensure customer pain points are properly addressed and supported. If not, identify where these points occur in the journey and determine if cross-functional operational improvements are necessary. A quarterly meeting addressing these issues will enhance your brand’s promise and overall experience in the eyes of your customer.
Your customer journey map is one of your organization’s most vital tools and is at the center of how your customers recognize your brand. Implementation of a map that prioritizes important events along the customer journey, developing customer personas to back up their buying decisions, and organizing alignment across verticals is required for CX success in an uncertain environment.
Get a jump start on prioritizing your customer touchpoints by downloading our Customer Journey Map here or assess your current strategy using SBI’s Revenue Growth Maturity Model to see how you rank. You can also learn more about implementing or optimizing your CX strategy here to find a full range of content, tools, and articles to build and execute a best-in-class CX capability.