PowerPoint presentation Session 3: Customer Journey Unit 304 Organise and deliver customer service
Session 3: Customer journey • The aim of this session is to raise awareness of the customer journey (Unit 304 LO1 AC 1.6 and LO2 AC 2.1, 2.2) By the end of the session you will be able to: • explain how to analyse the customer journey • map the customer journey • identify customers’ needs and expectations.
Customer journey • The customer journey is not how the customer travels to your premises it is: • awareness • interest • desire • action. These things are often experienced before the customer even gets to your premises or uses your service.
Customer journey breakdown • Awareness – how the customer becomes aware of the product and services offered. It is usually at a superficial level such as retail high-street presence or advertisements in the press or on TV. This is where brand awareness becomes important. • Interest – due in part to ‘need’. When a customer becomes interested, it is a good time for customer service professionals to approach the customer either in person,via technology or phone.
Customer journey breakdown • Desire – this is when a customer is converted from the ‘need’ to the ‘want’ stage and is often when a customer service professional has used sales techniques or met their expectations due to good questioning techniques. • Action – this is were the customer takes action to either buy, accept the service offer or agree a resolution to a problem.
Customer journey analysis • To be able to conduct ‘customer journey analysis’ each organisation needs to know at what point they interact with customers – touchpoints. • These include: • website • social media • email • phone • face to face • post.
Customer journey analysis • Once all the touchpoints are established the customer journey can be mapped against them. The ‘extended’ customer journey includes: • awareness • interest • desire • action - purchase or further questions • post-sales support • complaint • revisit/upgrades/renewals. • By monitoring and analysing the touchpoints and the customer journey, organisations can adapt their products and/or services, and organise effective ‘Customer Service’.
Worksheet 4 – Customer journey analysis • Please take time to complete Worksheet 4. • You can put this in your portfolio or scan it if you have an e-portfolio.
Customers’ needs and expectations • Once a customer’s journey with an organisation is understood, then needs and expectations can be managed. • Needs – are what the customer must have or actually require. This is established after customer’s interest and desire to buy a product or service have been satisfied. • Expectations – are what the customer thinks the touchpoint, product or service should provide. For example, the phone to be answered or the website to be easy to navigate.
Customer expectations • How can unrealistic expectations be managed? • It is always important to be confident when dealing with customers who expect too much. • Always be prepared with all the facts about product specifications and/or service terms and conditions. • If you are an internal customer service professional then always be fully informed and trained about the service you provide.