Businesses are constantly seeking ways to more accurately predict customer behavior and attitudes. Data models and traditional market research often overlook a research methodology that can tell you what customers are thinking, feeling and doing at each stage of their relationship with you. This methodology, titled “customer experience mapping”, uncovers customer emotions and attitudes through the entire customer life cycle, resulting in opportunities for more relevant communications, better customer relations, higher retention rates, and increased lifetime value.
By cataloging key customer touch points and talking to customers about their experiences during those key touch points, it’s possible to create a customer experience map that provides a concise picture of what customers are thinking, feeling and doing. The map not only identifies gaps in customers’ experiences, it also delivers an actionable framework to improve them.
- Understand current end-to-end CX path and identify areas for improvement
- Design a more systematic CX framework that addresses service gaps and is customer-centric
- Create a service culture with clear and specific CX maps and corresponding standards
What is a customer experience map and how to create one
- Various components of a CX maps such as its guiding principles, customer action path, thinking processes and feelings during the service encounter
- This helps to understand a customer experience holistically in their interactions with the organisation
How to use a customer experience map to pinpoint gaps in your customers’ experiences
- Tools will be used to identify the various gaps and analyse gaps
- The analysis will often lead to an initial set of recommendations to close some of the most glaring gaps
How to apply your findings to create a competitive advantage
- These gap findings will be crucial in creating the new CX maps, standards and developing innovative and customer-centric experience
Participants will learn through mini-lectures, step by step facilitated crafting of CX Roadmaps and improvements, presentation, group discussion, and videos.
This course is suitable for the front end and back end service process owners / supervisors and managers.
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- (Local Institution) MDIS - Service Quality Centre
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