Customer-centric thinking and working means above all to recognize the constant process changes and the continuous changes. Many aspects flow into successful customer management.
Customers need more clarity in their customer travel, which is an integral part of every company’s day-to-day operations. Therefore, the following applies to companies: at the right time, at the right place, the best offer for the right customer!
Sensitization of the employees for the Customer Journey
Integration of all existing information (products, goals, processes, etc.)
Development of a uniform management system with customer experience management, BPM, EAM, risk management, etc.
Customer Journey as part of process optimization activities
Customer Journey as part of all views (processes, products, strategy, etc.) sustainable customer awareness process optimization activities
Automated creation of the customer matrix and the Customer Journey map
Customer Journey authorizations for dedicated persons/groups
The Customer Journey Map is built up by individual Customer Journey Steps and depicts the chronological sequence of steps as a customer/persona moves step by step to his goal. The goals for this can be different and can be changed by strategic touch points or further information.
The Customer Journey Map focuses on the customer – the persona. In Customer Experience Management, the Customer Journey Maps must be defined, which represent the individual phases of customer experience management from a person’s perspective. The persona represents prototypes/types for a group of users, prospects and customers. Characteristics, interests, age, gender, place of residence, needs, obstacles, income, fears, etc. are analysed and summarised in persona profiles. The Persona profile – also called Empathy Map – provides companies with a clear target group picture of the “Gains” and “Pains” for addressing a persona.
An important part of the Customer Journey defines the points of contact between the customer and the company, the Touch Points. The touch point – the point of contact – is the interface between customer, brand, brand, the internal company process and the persona – the potential customer. Digitizing these contact points and integrating customers more and more into their business processes is efficient and saves resources.
But indirect contact points must also be supported and taken into account in the customer journey. It is all about knowledge and educational content, about traces and messages that are left behind in the social media. If the direct and indirect touch points are continuously improved, customer orientation is considerably improved and success is thus ensured.
Symbio’s integrated Customer Experience Management covers further aspects of a successful and customer-oriented Customer Journey. The customer trip is supported by specific requirements to cover all important points. All contents of Customer Experience Management are networked in Symbio and can be used across management systems. The complete Customer Journey consists of target groups, stakeholders, sales channels, Customer Decision Points, satisfaction index, Customer Journey Stages and goals.
1. Collect information and data
First of all, researching and collecting the relevant data is an important step in setting up a Customer Journey Map. Data is collected either through internal sources such as existing data, web analysis, social media tracking, market research, etc. Additional sources are external sources such as studies, comparisons or industry reports.
The qualitative and quantitative evaluation should be compared for efficient data collection in order to determine more precise evaluations and thus important data.
2. Create Persona
Persona as a fictitious person reflect a certain group of people and embody this target group with the typical characteristics. These characteristics include typical attributes such as purchasing behaviour, interests, motivation & fears etc. and also demographic data such as age, nationality etc. These persons are defined by the Symbio user and detailed with information and illustrations.
3. Define touchpoints and list sales channels
People come into contact with the company, the product or the brand through various contact points, the touchpoint. Both online and offline touchpoints are considered and listed. You can quickly see what relevance the touchpoints have and which channels are still missing. Touchpoints include, for example, a flyer at a trade fair. You define these touchpoints and sales channels in Symbio with all necessary information and link these objects with further information.
4. Create Customer Journey Map
The starting point of a Cusomer Journey Map is to put the persona into perspective from the beginning of the Customer Journey to the concrete conclusion of this journey. During the customer trip, it is important to understand the customer’s feelings precisely and to define them in the Customer Journey Step. The customer’s feelings make it easier to evaluate the problems. In addition, the transmission of information at the touchpoint is one of the essential criteria of a Customer Journey, since the customer should receive all the information that is needed and asked for at each touchpoint. In Symbio, the mapping of different persons within a Customer Journey Map is clearly integrated and thus enables parallel analysis of the persons in a customer trip.
5. Detailed Customer Journey Steps
Once the Customer Journey Steps have been set up, it is necessary to maintain further information and to maintain the Customer Journey Steps with as much information as possible. This also includes the defined Customer Journey Stages, which describe the current status of the purchase. You enter all further information in the content detail.
Connections between the integrated views processes, systems, requirements, documents, etc. are easy to set up and link the Customer Journey directly with the relevant information.
6. Select automated Customer Journey graphics
The special feature of Symbio is the automated graphical display of the Customer Journey. This includes the typical Customer Journey Matrix with all Customer Journey Steps and additional information. All users can select the contents in different graphical views. For example, Symbio displays all linked objects clearly in the detailed view.
7. Analyse Customer Journey
The last point is the analysis of Customer Journey Maps. After all information has been entered into the correct Customer Journey, this data can be analyzed exactly. The manual evaluation is easily structured by linking to the internal sources and enables the analysis of synergies and problems of the internal processes with the customer view. Through reporting with Microsoft PowerBI, the evaluation of the Customer Journey is also integrated in Symbio.