In the previous part of our article, we discussed why understanding the customer and putting the customer at the center is of utmost importance for creating the customer experience of tomorrow.
In this part, we will discuss the importance of creating a holistic plan for improving customer experience and how technology will act as the lynchpin for delivering great customer experience.
Map the customer journey
Gathering and analysing customer needs, while being great starting points, are not enough to take the mission towards a great customer experience forward. It is important to apply a human perspective to this data and analyse and understand the true motivational causes.
Also, leverage frameworks as you map out the customer journeys. Frameworks such as The Disney Compass map your customers and their customer journeys.
Customer journey maps tell the banks how the customers interact with the bank. It is not just a visual representation of how customers interact with a bank, but a bible of all the customer interactions, if done right.
Mapping the customer journey will not just tell where the customers interact with the banks but will help the latter focus on customer needs across each stage of customer interaction and lifecycle. It will also clearly reflect the gaps existing in the current customer experience. This can help the banks identify and work on priorities that require the maximum focus.
Create a holistic plan for improving customer experience
Based on the customer experience vision and the customer journey maps, the banks should create a strategy that will take them from the present state to the envisioned state.
The banks should break down the plan into strategic, tactical, and operational levels and make sure the timeframes and milestones allow for agility and flexibility but is also ambitious.
The banks should also make sure that the plan caters to each of the five stakeholders. Bring in acceptance amongst all the five stakeholders. The banks should be ready to tweak the plan to make sure each of the five stakeholders are on board.
Also, the banks need to make sure that there is a process to collect feedbacks on a real time which is coupled with frequent checkpoints to see if the plan for improving customer experience is on track.