People who think getting someone to commit to marriage is hard, clearly haven’t asked a customer to complete a survey.
Even if a customer says yes, we keep the champagne on ice, because many don’t stick around to answer the full questionnaire. Sadly, being jilted around the question 20 altar is not uncommon in surveyland. Appealing for the completed document can be a very short, somewhat crushing, engagement.
Paolo Nutini once put some new shoes on.
In the world of customer journey mapping, he had the right idea. Our own pair simply won’t do.
Whether they are well-worn Doc Martens, mud splattered wellies, sun-cracked flip-flops or polished brogues, it’s the shoes of our various customers we need to walk in.
Over the past decade new technology has driven new international markets – and a new culture. Customer service can be challenging at the best of times, but with customers now from many different cultures and nationalities, maintaining strong customer satisfaction becomes even more problematic.
IVRs surely face more accusations of failure and poor performance than any other customer touchpoint. It seems every company aspires to a “good” IVR – and yet systems route callers to the wrong place, drive them to abandon mid-journey and leave agents transferring customers who simply chose the wrong options.
The face of the digital landscape is changing, and at a rapid speed. Digital disruption now significantly impacts the way we communicate with customers every day. Plus, new technology means there is an overwhelming amount of data we can gather – and produced in a real-time setting.