A customer experience map can help provide a number of insights into the experiences your contact center is providing for your customers. Business is gained by controlling your customer’s experiences with your organization. In order to control your customer’s experience, you must first have a thorough understanding of what that experience is. Here’s a four-step plan for mapping successful customer experiences in your contact center.
Step 1: Actions and Tasks
The first step in creating a customer experience map is to take note of all the things your customers do when interacting with your company. At the very minimum, you must map the beginning, middle, and end of their experience with you. What are the actions and tasks they are completing during the beginning, middle, and end of their experience with your company?
One way to find out is by investing in enterprise feedback management software. Enterprise feedback management software will tell you which tasks a customer completes when engaging with your company and provide you valuable insights into those experiences. You’ll need those insights for Step 2 of the customer experience mapping process.
Step 2: Thoughts and Feelings
One of the keys to improving customer experience feedback is to make sure you’re asking the right questions. Asking the right questions can help you attach customers’ thoughts and feelings to the actions noted in Step 1. Here’s where you note what your customers thought about their experience with your call center and how it made them feel.
Step 3: Touchpoints
A touchpoint is any interaction with your customer. This can be face-to-face, online, in the store, etc. You want to make sure all the interactions your customer had with your company are included on your customer experience map so you can get a complete picture of what your customer is experiencing. Be sure to note things like who in your call center the customer interacted with and what the result of their interaction was. If the customer purchased something at any point in their experience, how did they pay? You want to record all these details in your customer experience map.
Step 4: Stages
Now that you have mapped your customers’ actions, tasks, thoughts, feelings, and touchpoints, you will likely see some definite stages emerge in relation to your customers’ interactions with your call center. Here’s an example: Stage 1 - Initial Contact with Call Center, Stage 2 - Explanation of Reason for the Call, Stage 3 - Resolution or Escalation of Call. Creating stages allows you to identify if there are any opportunities for improvement at any stage.
Mapping your customers’ complete experience with your call center can provide a number of insights, especially as you are analyzing the stages they go through. This will give you an idea of where you need to improve your call center processes to make your customer experience even better.
KOVA provides enterprise workforce optimization solutions, including Customer Experience Survey software, that can help you when mapping successful customer experiences in your contact center. To learn more about how KOVA’s software solutions can help you with customer experience mapping, contact us today.