How to make each customer’s experience a unique journey?
Nowadays, customer experience is overtaking price as key brand differentiator, to such extent that 86% of buyers are willing to pay more for a personalized and seamless experience across their customer journey.
This is not surprising given the digital revolution and the crisis context the world is facing. It came up that consumers have become progressively more familiar communicating with brands and doing cross-channel shopping.
If companies want to remain profitable, they must adapt themselves to these new consumption habits by being innovative. This way, they will be able to provide tailored experiences and to improve interactions throughout the customer journey. Not only will organizations be more prosperous, but they will also strengthen long term relationships with their clients.
Today everyone talks about Customer Journey, but concretely, what is it?
Part of the Customer Experience, the Customer Journey can be defined as the sum of all the interactions a customer goes through in relation to a company. This path is filled with touchpoints and opportunities for improvement.
In order to find out how an organization can enhance its’ business; it is essential to know consumers better by conducting a Customer Journey Mapping. It will allow to pinpoint the key elements that the company needs to improve.
Introducing our vision
At HeadMind Partners, we are aware of the importance of having well-developed tools and methodologies that gather and process data in real time. Indeed, these tools make it easier for businesses to meet customers’ needs.
According to us, it is critical that companies understand how to disrupt the status quo, question their current strategies. This is moreover the case when external events occur, as we have seen it with the Corona crisis. HeadMind Partners researches show that the customer experience has already changed and will be completely different in the post-Covid-19 era. Indeed, customers remember how a company treated them, so it is highly important to make them feel recognized and understood. Besides, as the context is already complex, they are striving for effortless and flawless shopping experiences. But more importantly, consumers are paying high attention to a company’s actions and societal engagements.
We truly believe that personalizing a customer journey makes a difference in the customer’s perception and loyalty towards a brand. It must be a strategic priority across the whole company and not just as an additional task on your to-do list.
HeadMind Partners’ expertise
We have already helped several organizations which were seeking to refine their entire Customer Journey Mapping by using a well-tried methodology:
- Phase 1: Understand – Determine the as-is situation by defining all the personas and the different customer steps.
- Phase 2: Analyze – Identify what are the different touchpoints, the current customer experience, as well as the points of friction customers are facing.
- Phase 3: Action – Implement solutions, test them and make adjustments by reviewing the Customer Journey on a regular basis.
To conclude, consumers are more and more demanding regarding the experience they want. As a company, you must answer your customers’ expectations anytime, anywhere and with the proper device. All this is possible thanks to a great Customer Journey strategy.
In today’s digital world, everything is changing and moving very quickly. This phenomenon being reinforced by external and global events that strike everyone. Businesses should always keep in mind that although challenging, adaptation is vital for their long-term success. As Darwin once said, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change”.