Map it…and they will stay!
In most companies, the investment in sales and marketing to acquire new customers trumps everything. But what about keeping customers you already have? What about Lifetime Value…those future cash flows attributed to a customer relationship? And, what about the universally quoted stat…”acquiring new customers is 5 to 8 times the cost of keeping existing ones.”
Getting customer
retention the consideration it deserves, from C-Suite to every customer facing employee,
means focusing on UX – user experience: every touchpoint in the relationship your company
has with its prospects and customers; the
sum total ofeverything they see, hear, feel and experience as part of their
interaction with your company…every promise you make.
An effective
starting point to establishing a UX baseline and having an ability to improve
it going forward is
Customer Journey
Mapping. This is a process to illustrate, track and improve all your customers'
experiences. It's a disciplined method that starts by engaging a
cross-functional team that analyzes the customer's journey from every
touchpoint in the lifecycle; from initial awareness to purchasing, through
activation, member management and renewal. The result is a map highlighting gaps,
inconsistencies and short/long-term opportunities to enhance the overall
customer experience.
Customer Journey Mapping doesn't stop with an isolated snapshot. It should be a continuous, interactive journey map providing flexibility to change the customer experience as markets, products and consumer segments shift. These maps should be designed to fit different customers across markets to create a seamless journey, no matter where your customer comes from.
Ultimately, consumers want to engage with a single brand that understands their needs and is relevant at every experience touchpoint: keep me a short time because you pay me off or have me around a long time because I love what you stand for. Map it…and they will stay!
5 Perspectives On UX
Marketing - http://goo.gl/5Njup
Customer - http://goo.gl/PqyP0
Health Plan - http://goo.gl/i5gE2
C-Suite - http://goo.gl/YR0e0
Digital - http://goo.gl/owbqJ