What is everyone talking about these days?
The Oscars gaffe? Sure.
But also Customer Experience or CX.
Right from banks and insurers to the mom and pop store and everyone in between have decided to up their CX game and rightly so!
Over the years, with almost all products and services becoming commoditized, companies have become super serious about CX. They’ve started measuring the customer sentiment, experience, disposition, and other parameters at every interaction, also known as touchpoints – such as billing, online purchase, checkout, etc. This granular approach in measuring the customers pulse is great, and it tells the organization a lot about its customers’ approach to interaction.
However, one thing that usually gets missed out is the mapping of the NPS across the customer journey. Which if you think, is the most obvious step in giving a complete picture of what’s really happening to your business.
According to Ciceron, 86% of the senior level marketers agree it’s critical to create a cohesive customer journey. Click To Tweet
Mapping the NPS across the customer journey not only measures and plots the score across different customer touchpoints, it helps the organization in multiple ways:
1. Optimize CX:
NPS tracked across the customer journey highlights the areas which are not valued by customers (which otherwise you might have thought were valuable). Hence, understanding the drivers of NPS from customer perspective, helps in prioritizing the CX, and hence optimizes cost.
2. Overall Health Check:
NPS mapped across the customer journey helps organizations get a bird’s eye view of their entire operations. This helps to compare performance of processes and understand which process could be the weakest link.
3. Touchpoint specific feedback:
Know what is working and more importantly, what is not working, at each touchpoint for all customer demographics and products. Since any process has its own nuances, NPS mapped across the journey will highlight challenges specific to each step of the customer lifecycle. With techniques such as advanced text analytics, it is possible to get to the root of specific problems at each stage quickly.
4. Quicker Close Looping:
If there is a problem with a specific process, NPS mapped across the customer journey helps to close loop it faster without delay, and without impacting other processes. This also helps to identify process-specific systemic problems.
5. Bridge gaps between different department:
While enough has been said about the importance of cross-department efforts towards enhancing a customer experience, NPS across the customer journey helps bridge any gaps between these departments, and strengthen synergies.
The importance of identifying NPS across all the touchpoints, channels and interactions involved in a customer journey is to help an organization plan its future course of action and to create a unified customer journey across all touchpoints.