Customer journey mapping has become a vital part of optimizing CX and there is a strong business case for investing in the right technologies, according to leading brands. The CX Network Customer Experience Predictions Report 2022 found that technology to map customer journeys and gain a deep understanding of their experiences and interactions aids with customer retention.
Ashley Lickenbrock, North America CX strategy lead at Bayer, says that when deciding how to activate improvements against journey maps, businesses need to prioritize the moments that matter the most to your customer.
Increasing customer feedback touchpoints will enable brands to better predict and respond to their customers’ needs and wants, according to André Grandt, customer experience chapter lead and transformation officer at Roche.
Grandt suggests brands move from capturing customer feedback at a few, isolated touchpoints to capturing customers’ signals at every touchpoint consistently to better predict and respond to needs and wants, as well as dealing with issues as they arise in real time: “More and more companies are realizing they have other key customer signals... that they must capture, analyze, learn from and act on to enhance customer experiences.”
As well as leveraging technology, Iain Langridge, product and customer experience leader at Amazon, highlighted the importance of “focusing on the company culture of caring about the customer [by] measuring and caring about customer engagement and retention.”
Sandra de Zoysa, group chief customer officer at Dialog Axiata, echoed Langridge’s sentiments: “Although customers are adapting to new self-service solutions, it is essential that organizations continue to have the human connection with the customers.”