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.
A company’s marketing digital transformation project benefits when Marketing is the internal client. As the voice of the customer, Marketers understand why we want to transform what we do and can make sure it is realized.
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.
Some people would ask, as a data scientist are you upset that the data actually failed you. Not really. Because I know in data science gaining insights from data is a combination of what the data tells you as well as a business person’s intuition and experience. It is a failure to rely too heavily on one or the other. You need to question everything. The data as well as our cognitive biases.
I would expect that for most subscription type services there can be a reverse bell curve to lifetime. With a blip of churn occurring early. Then customers that stay a subscription cycle or two will end up staying for some time. This is real churn, or at least the churn that is most worrisome, because it is often customers that leave before you recover the cost of acquiring them in the first place.
I had a huge problem this winter with the heating in my condominium apartment. It was made all the more unbearable because my engagement with the people who were responsible to fix it was way below par. I usually try to write a post that reflects positively on what to do – this prompted me to write a few basics on what you shouldn’t do.