The Transcom Customer Experience Management Approach
Customer Experience is not Customer Satisfaction. It is a culture whereby an organization fully understands and commits to improving the Customer Journey. At Transcom, we believe that improving processes and creating value are fundamental to delivering an outstanding customer experience. Today, I'd like to highlight our Customer Journey Mapping service offering. This is a value-added service that we offer to our clients, and is also one of our top priorities for further innovation. WHAT IS CUSTOMER JOURNEY MAPPING? An analytical view that describes the journey of a customer, representing different key touch points that characterize his or her interaction and overall experience with both product and service. WHY IS IT IMPORTANT? Journey Mapping exposes all failure touch points that customers experience throughout their lifecycle. This activity allows us to understand and act upon the improvement steps that need to be taken, to ensure that the journey is not only seamless and effortless, but also enjoyable. A customer’s journey has multiple touch points. When any of these touch points begin to become less enjoyable or inconvenient, the entire experience can be deemed as dissatisfying, or at worst, a ’deal-breaker’, where customers decide to completely leave the path that leads to your products and services. Customer Journey Mapping allows us to identify these moments of truth, i.e., specific instances that can generate absolute pain, create some inconvenience, and those that can ensure brand loyalty. Because this methodology serves to understand the "end-to-end" events in a customer’s life cycle, all phases or moments of truth that occur are analyzed, and evaluated. This means that the journey mapping activities will not only focus on operational performance, but will include early life events, such as Lead Generation efforts within the organization – as these would depict the Zero Moment of Truth. All succeeding events or touch points will eventually lead to the Ultimate Moment of Truth, where we all want positive experiences to be shared and promoted, and negative experiences to be prevented.