customer journey touchpoints
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The document discusses the future of customer service and experience. It notes that customer experience goes beyond just customer service by being a full, end-to-end experience from first hearing about a company to receiving a purchased product. It also discusses how customer experience will be a key factor for various industries like retail, government, healthcare and finance. The retail sector in particular will be dominated by customer experience as customers have more choices and ways to access those choices through different channels.
customer journey touchpoints
- 1. Future of Customer Service Project for CRM Dynamics
- 2. Every time you ship a package, withdraw cash from the ATM, or call your health insurance provider, you’re experiencing a service system. Service design is choreographing the dynamic interactions between companies and people, this cannot only transform a company’s image but also it can improve people’s lives. And today companies talk in terms of an even more holistic approach : customer experience “Customer experience is bigger than customer service in that it is full, end to end experience. It starts when you first hear about Amazon from a friend, and ends when you get the package in the mail and open it.” – Jeff Bezos, Amazon CEO
- 3. Government Health Care Retail Finance
- 4. Voting experience Chronic ailments Tax payment Geriatric care Employment interface Maternal health care Patient centered hospitals Positive behavior change DIY health care Government Health Care Unorganized retailing ATM, self services Online/ Remote retail Savings, micro insurance Self service outlets Information and choice explosion Crowd funding Checkout experience Retail Finance
- 5. Retail sector is dominated by customer experience. There are multiple choices for a customer today and multiple mediums to access these choices as well, this makes customer interaction and engagement an important part of the strategy.
- 7. Unorganized Retail Organized Retail
- 8. Probe Kit
- 9. Personalization enhances experiences. I like occasional treats and surprises. My time and money is valuable. My friend’s viewpoint is important for decision making. Reputation is collateral. I see value when I can literally see it, a tangible result.
- 10. Journey Maps
- 12. Time Brand Information Sharing Cost Location Interaction Factors
- 13. Consumers use multiple channels to research, browse and shop. There will be two main drivers for future disruption in retail commerce and both of them are closely tied to more mobile adoption: a) The payments process and b) Capturing data of the consumer at the time of the purchase intent. The biggest advantage of mobile channel is that it includes the time dimension; it allows a two way interaction between company and consumer at the right time.
- 14. Direction : Understand inter-relationship between consumer’s retail experience and their mobile interaction. And use these findings to explore solutions for companies using CRM technologies that improves customer satisfaction and enhance customer experience at various touch-points with the company.
Editor's Notes
- #4: Customer service is a part of most sectors, exploring different sectors and importance of customer service in eachDOMAINS that entail customer service as prime importance
- #5: Few questions that I associated with each domains wrt customer service to become interesting projects
- #6: Importance of customer service in retail
- #7: Understanding indian market context, key point identified : organisedvsunorganised retail, problems surrounding it. How can CRM assist businesses that are unorganised but want to enter organised sectorHow can tools like zomato, bestdeals, assist in grouping of these unorganised sectors under one banner
- #8: One can differentiate these 2 sectors in more than just the traditional definitions : Persq feet selling space, methods of purchase and sale, interaction with goods, bargain and offers etc. I found scope in converting this into research topic and understanding more about it from consumer’s view point
- #9: Probe kit addressed a few general questions to understand customer experiences with respect to retail. It asked 4 questions : memorable spending experience and what made it so nice, bad spending experience, what is value for money and most liked and valued brands. Varied answers helped to come up with following observations:
- #10: Some general inferences. It also made me understand that customers do not necessarily care about organised or unorganised retail spaces, they look for their comfort based on various factors, any space that is tailor made to suit their requirements makes it to their list of memorable experiences.
- #11: Collage technique, custom designing research kits to help people express themselves
- #12: Helped in understanding various touch points in customer journey, channels that customers use to reach out to company, their expectations and pain points. This also helped to map out a very initial opportunity map.
- #13: Working on building a research kit for further observations I found out a few key elements that can be used as parameters to understand consumers. These pivot points are characteristic decision making aspects for each consumer and I believe they shall lead me to my character profiles.Time : How much time I spend over deciding what I buy? How long do I use products? How much time will I invest when something goes wrong?Brand value : What is the value of a brand name? What makes a brand good for me?What is the relation of brand with product’s cost and quality?Knowledge Source : Who is my source of information? How do I gather data related to the product? Who’s word do I trust and why?Sharing : Do I like to tell others regarding my purchases and function problems? Who do I inform, how much? What motivates sharing?Cost : How are my purchases influenced by the cost of product? How do I compare cost to value?Location : How do I like to reach out to my product, which channels? How much and to what extent does this influence buying?Interaction : What are my touch points of interaction through the journey?
- #14: Primary learning from the first phase was diversity of methods of consumer interactionVideo: object 6:07 http://blip.tv/psfk-tv/this-platform-called-everyday-life-2048086http://www.ted.com/talks/jan_chipchase_on_our_mobile_phones.html 1:22