McKinsey’s annual North American customer-experience survey for utilities has shown that four journeys contribute the most to customer satisfaction. But once it started to look at sign-up from the perspective of the customer journey, it was able to identify the hand-off and communication problem and quickly address it.Īll journeys are not born equal. Because the utility saw these processes as separate transactions in separate business units, it struggled to resolve the issue. Delays or issues in the field were not effectively communicated to customer service, prompting many customer complaints. The difficulty lay in the gap between customer service, which managed requests for service via the utility’s website and call center, and field services, which turned on the power supply. By examining the customer’s journey from beginning to end, companies can identify the breaks in the process that are damaging satisfaction and creating unnecessary contacts and cost.Ĭonsider the example of a US utility that struggled to manage customer sign-up effectively. In fact, it’s common to see customers report very high satisfaction with specific channels and touchpoints, yet low satisfaction with the journeys and relationships in which they are embedded. The customer may well have encountered delays, contradictory advice from different channels, or a second-rate experience of some other kind. Even if a particular touchpoint scores high for satisfaction-perhaps because a customer-service agent was especially courteous and helpful-that doesn’t mean the same is true of the entire journey. The advantage of organizing around entire journeys is that unlike touchpoints, they capture the totality of a customer’s experience. The exhibit illustrates the seven customer journeys and associated customer processes that are most critical for utilities. For example, a customer journey to request a new service might involve touchpoints in multiple channels-web research, phone calls, a technician visit-and take several weeks to execute from initial enquiry to billing. It typically cuts across multiple functions within the organization and can last for minutes, months, or anything in between. A journey is the process a customer goes through to complete a particular task, such as opening an account or resolving an error. Organize around journeys, not touchpointsĬompanies in many industries have transformed their customer experience through an approach based on customer journeys. They will need to take the following steps. Align around customer journeys and focus on what matters most Through our experience of supporting CX transformations across industries, we have developed and tested a three-part approach that utilities can adopt to elevate their customer experience to best-in-class level. As a result, most have been unable to capture the business value that banks, telecom companies, and others have achieved from their CX efforts. Many utilities have struggled to move fast enough and take advantage of the many digital tools and techniques at their disposal. Heavy investment in flashy concepts and tools have made little difference. However, utilities’ initial efforts to create better customer experiences have had mixed results.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |