While lots of great work is being done in customer experience, many brands are finding their customer journey work has lost relevance and purpose in moving the organization forward. And in the absence of a comprehensive view of the customer journey, brands are stagnating in CX. It’s time to shift the conversation to breaking down silos, making customer engagement the priority and quantifying business impact at every key interaction. Bond’s Morana Bakula, VP, Customer Experience shares the opportunity to unlock differentiation and drive meaningful business outcomes through Bond’s Customer Engagement Mapping framework.
Break silos. Demonstrate business impact. Focus on customer engagement.
Full disclosure, this is another article on customer journey mapping. However, let us reframe the conversation to focus on breaking down silos, making customer engagement the priority and quantifying business impact at every key interaction, beyond a single transaction. With our clients, we use a different kind of framework that considers the end-to-end customer journey.
A customer obsessed culture is the core ingredient to CX success – but cultural change can be a daunting and difficult journey. You know you’re on the right cutstomer centric path when your organization has developed:
Yes, brands are dazzling customers with virtual and augmented reality, interactive screens and AI-powered everything, yet this provides an opportunity for brands to differentiate through the emotional value customers gain from their entire purchase experience.
It means brands need to get better at being emotional. Customers want “emotional luxury” derived from feeling recognized, special, and known; yet, only 20% of consumers say they feel special and recognized by a brand representative. This is a massive, untapped opportunity for brands to better engage with consumers.