2013: The Imminent Shift From Social To Digital Engagement. How do you define engagement?
Engagement symbolizes the touches that occur in various moments of truth. Touch points open and close whether a customer stands on the stage of awareness, consideration, purchase, or post purchase. It is in those moments that engagement, regardless of source or shape, affects the next steps and impressions of customers. These moments of truth are not limited to any one channel. Whether customers are navigating social, mobile, Web or in real life (IRL), they approach each stage of the journey with different needs, in varying stages of decision making, and with one of several frames of mind depending on the context of engagement and also the screen (smartphone, PC, tablet, TV, etc.) they’re using in each moment.
The image above represents a detailed customer journey map that outlines the important steps your connected customers take during and following decision-making. The expansion from social to digital engagement. Axp_2012gcsb_markets. Using Journey Maps to Tell a Story. We hosted the weekly #CXO Chat on Twitter on Monday. What a great and insightful chat it was! If you don’t participate in, or at least observe, these chats, you should. Some of the smartest minds in the world of customer experience exchange thought-provoking tweets for an hour, starting at 12PM EST every Monday. One of the questions posed on Monday was “How do you craft a map that communicates a qualitative customer story based on quantitative data?” Great question. Storytelling is a powerful tool for knowledge sharing. Storytelling is used to outline and detail the customer experience with your brand.
Using a journey map to tell the story helps to bring the story to life. One of the most important components of the story is the quantitative data; it must be used to support or to accentuate the good and the bad parts of the story. You’re probably saying, “How do I get started writing the story?” Some of the tweets regarding this question included: Converged Media: Maximizing Consumer Engagement in a Digital World. Businesses have probably heard a lot more about “converged media” recently.
Though not a new term, its role in digital marketing is a new concept for many marketers that presents opportunities, challenges, and questions. So what does it mean and how should it impact digital marketing strategies for retailers, home service providers, financial institutions, and other businesses? The simplest explanation is that “converged media” represents the overlap of any combination of paid, owned, and earned media types. Savvy businesses recognize the opportunity in this overlap, but before a business or brand can capitalize, they must understand the three media types which combine to create “converged”: Paid and owned media are fairly well understood by most businesses, but earned media can be a more difficult concept to grasp and perfect.
Each of these media types provide value, with perhaps earned being the most sought after thanks to the inherent credibility it contains via consumer perspectives. Taking an Outside In Perspective on Customer Experience. Share Company leaders sometimes think they know what's best for their customers without really attempting to understand the customer's point of view.
Companies that take this kind of an approach risk falling prey to their competitors or emerging companies that have adopted more of a customer centric or outside-in approach. This was part of the theme that came out of today's keynote sessions at Forrester Research's Customer Experience Forum in Los Angeles. Customer Service Experience Innovation - Your Big Opportunity by Woody Bendle. Is customer service, or providing a great customer service experience at the core of your organization’s mission and strategy?
If so, I first want to congratulate you and encourage you to continue on this journey because it really can make all the difference in the world between success and failure! Second, you also need to recognize that you are not alone. Everybody Is Talking Excellent Customer Service I did a quick Google search this morning on “excellent customer service mission.” The search produced 46.2 million results! – Zappos – Southwest Airline - Laidlaw International - TerpSys.com - Yardi Systems - Oracle - HeinOnline.com. Top 10 Ways To Improve Your Digital Customer Experience. Digital touchpoints such as websites, mobile phones, or tablets can drive revenue, lower costs, build brands, and engender customer loyalty.
This shouldn’t be new news to anyone reading this. But to achieve these potential benefits, you need to deliver digital interactions that meet your customers’ needs in easy and enjoyable ways. That isn’t as easy as it sounds. Perception: The Customer Journey and Business Success. The customer life cycle consists of every experience with an organization – taking place as interactions with staff, systems and sites, inside and outside the firewall.
Cooking Up a Winning Customer Journey Map. At Touchpoint Dashboard, our goal is to take the guesswork out of the customer journey mapping process and put you on the road to success.
We know you have questions, and we want to help. That is why we’re offering free tutorials that cover a wide range of customer journey map-related topics. We want to be your go-to resource for your customer experience and journey map needs. So, check back often and leave your comments. New resources will be posted each month.