As companies strive forward on the quest to become more customer-centric, journey mapping has become an increasingly popular tool for understanding the plights of the customer and improving the overall customer experience. By mapping out each touchpoint a customer interacts with and how they interact with these touchpoints, businesses can identify pain points, opportunities for improvement, and ultimately create a more seamless, enjoyable experience for their customers.
However, implementing a successful journey management strategy is not without its challenges. In this article, we'll explore the benefits of journey management and provide strategies for overcoming common obstacles.
There are numerous benefits for organisations making use of journey management tools. While making use of these tools does not act as a silver bullet to lead organisations to their preferred outcomes of customer centricity, they do allow a clearer view and understanding of the customer journey to develop. By building this understanding the customer journey, companies can become able create a more personalised experience for their customer base, which can lead to increased customer satisfaction, loyalty, and revenue.
According to a 2022 study by Salesforce, eighty-eight percent of customers say the experience a company provides is as important as its products and services. On top of this stat, journey management can help identify areas for cost savings and process improvements.
Obstacles to Implementing a Successful Journey Management Strategy
Despite the benefits, implementing a successful journey management strategy can be challenging. Some common obstacles include:
- Lack of executive buy-in
Lack of executive buy-in is a common obstacle to implementing a successful journey management strategy. Executives must understand the benefits of journey mapping and how it can drive business outcomes. They must also be willing to allocate the necessary resources (both financial and human!) to support the journey mapping initiative. To overcome this obstacle, companies should build a business case for journey mapping that makes direct note of the various quantifiable benefits involved, such as increased revenue, reduced churn, and improved customer satisfaction. They should also educate executives on the importance of customer experience and how journey mapping can help them achieve their business goals.
- Siloed Data:
Journey mapping requires data from multiple sources, including customer feedback, web analytics, and CRM systems. If this data is siloed or difficult to access, it can be challenging to create an accurate and comprehensive view of the customer journey. To overcome this obstacle, companies should invest in integrating data to have a comprehensive view on which systems pull data from where and can align on a single source of truth. They could also investigate the feasibility of establishing a cross-functional team that includes representatives from different departments to ensure that all relevant data is being considered.
- Limited resources
Implementing a journey management strategy requires time, money, and expertise. Companies with limited resources may struggle to prioritise journey mapping initiatives over other business-critical projects. To overcome this obstacle, companies would benefit from starting small by focusing on a single journey, such as the onboarding process for new customers. They could also consider partnering with external consultants who can provide expertise and guidance on journey mapping best practices.
Strategies for Overcoming Obstacles
Despite the obstacles presented here, there are strategies that companies can use to successfully implement a journey management strategy. Here are some examples:
- Gain executive support: One common obstacle to successful journey management is a lack of executive support. To overcome this, it's important to communicate the benefits of journey management and customer-centricity to senior leaders and gain their buy-in. This can be done through presentations, business cases, and customer feedback data.
- Start small and focus on quick wins: Another obstacle is trying to tackle too much at once. Start by focusing on a small segment of the customer journey and identify quick wins that can be achieved within a short timeframe. This will build momentum and support for the journey management initiative.
- Involve employees from across the organisation: Journey management and customer-centricity require a cross-functional approach. Involve employees from different departments and levels in the organisation to ensure a holistic view of the customer journey. This can be achieved through workshops, interviews, and focus groups.
- Use customer feedback to drive action: Customer feedback is crucial to understanding the customer journey and identifying pain points. However, it's important to act on this feedback to drive real change. Create a process for collecting, analysing, and acting on customer feedback to ensure it is used effectively to improve the customer experience.
- Continuously monitor and update the customer journey: The customer journey is constantly evolving, so it's important to continuously monitor and update journey maps to reflect changes in customer behaviour and expectations. This can be achieved through regular customer feedback surveys, analytics, and journey mapping workshops.
By implementing these strategies, organisations can overcome common obstacles in journey management and customer experience strategies and unlock the benefits of a more customer-centric approach.
Journey management is a powerful tool for improving the customer experience, but it's certainly not without its challenges. By understanding the benefits and common obstacles of journey mapping, companies can develop strategies for overcoming those obstacles and achieving success. To succeed with journey mapping, companies must secure executive buy-in, consolidate data sources, and allocate the necessary resources to the initiative. By doing so, they can create a more customer-centric organisation and reap the rewards of improved customer satisfaction, loyalty, and revenue.