The pandemic has turned usually calm people into anxious customers. Understanding how they respond in the face of uncertainty helps us engage more empathetically.
The Customer is Everything
A customer journey map that is actionable and a current representation of the customer’s experience with your company is too valuable a tool to file away on a disk somewhere. How you make use of it is an indicator of the vitality of your company. Use it as a basis to continuously enhance customer experience.
As we all saw this past year, things can change and change quickly. Customer Satisfaction metrics can be an early warning system of the health of our business. Before you see it in the other metrics like churn, retention, customer lifetime value.
It’s key for marketers to understand the idea behind the original intention of Customer Success. How do customers define their own success? How do we measure they achieve it? And how can we help them get there?
Customer journey mapping or funnel optimization? They are different perspectives of the same thing. One is the the view from the customer’s perspective. One is our gated internal process. We need both in our business.