When it comes to crafting a successful customer journey, knowledge is king. A clear and concise understanding of your customers and how they interact with your team, your environment and your company offering is absolutely essential.
Not only will your customers appreciate that you’re aware of their needs, but your staff will benefit too. By understanding what your customers want from their interactions, staff members are primed to be even more productive in their roles and help hit their milestones and objectives.
This is why one of the most powerful things a customer journey management solution can do for your business is to arm staff with the resources and the insights they need to achieves the best possible outcomes.
With all that in mind, I’m offering my take on four key areas that will impact on the way you can best serve your customers — or patients or clients or ratepayers — and ensure that everyone comes away satisfied with the interaction.
A feature-rich online booking solution is the first step in building a successful relationship with your customers. A booking system is usually the initial engagement point between your customers and employees and, as we all know, first impressions count. An integrated web-based calendar and appointment system will prepare staff members for what they can expect when it comes to customer volume and puts all the customer information at their fingertips. For the customer, an easy-to-use online appointment system smooths out many of the traditional friction points and gives them everything they need to arrive on time and prepared for their appointment.
The next step is, of course, the actual on-site appointment. This flows on from the online booking and for the customer a continuity of experience is essential – if you’ve presented them with a painless and simple way of pre-booking then trust me, they’re going to expect the same from your staff in-person.
Employees will benefit from a smooth system as well, especially those in high anxiety environments such as clinics. The on-site experience can include self-service kiosks, virtual and linear queuing systems, and even digital signage to ensure that customers remain informed and organised. Not only is this better for them, but it enables staff to remain focused on their tasks and not answering questions, giving direction and addressing complaints.
In nearly every modern business environment mobile is a priority. ‘Make it mobile ready’ is my mantra and it should be yours too. Well-formed mobile solutions not only streamline tasks and processes, they enable your staff to care for more people both in person and online and allow your customers to be productive, even while waiting in queue. Mobile solutions can also be invaluable when it comes to generating a stream of useful statistics.
Mobile solutions can be effective whether client-facing or designed around empowering your workforce. Staff can be out from behind a counter, connecting personally with customers while still able to offer highly-efficient customer-care. A customer-focused mobile offering connects people with on-site resources and can enable instant communication and feedback.
When you request immediate feedback from customers, patients or clients that tells them that their opinion matters. Even better it provides you with a dataset that can be used to refine and shape your overall customer experience. Getting this feedback can be as simple as installing touch screens in the environment and inviting people to rate their experience. I recommend direct, simple questions. Even asking “how do you rate your visit?” will get you measurable operations data. The right solution will provide these insights in real-time, meaning you can even make on-the-fly adjustments to the customer journey.
More than anything else, after-service feedback starts a conversation with customers that will translate into a pool of valuable insights that you can use to confirm staff are fulfilling service promises, and allowing you to make informed and confident improvements where required.
One of the key themes I’ve spoken about in these four steps has been data. A valuable dataset is the end-result of successful communication with your customers, during all phases of their journey. An integrated customer experience solution lets your company gather real-time data all the way through that journey – and that data will inform and improve every decision and action you and your staff members make. Understanding what your customers want and what your employees need to make that happen is key for both to have a great experience.
At NEXA we have helped companies make sure their customers and employees interact successfully and enjoyably. Our solutions can follow every step of the customer journey from appointment booking to useful analytics. We can help you identify areas for improvement and help you make those changes for a truly efficient workplace.