The customer journey: a stony path
The contact points of an organization with its client finally make your tour map known as Customer Journey. For there to that point of contact should be three conditions: a customer need, a means of contact and response of the organization.
Consider the banking and insurance industry. Experience design, in retrospect, could not be easier: you want to open an account? Go to the branch! … Make an appointment? Call the call center! … Build a claim? Please report to headquarters! … Expand fixed term or an insurance? Talk to our sales agent!
New technologies, the emergence of applications that are more involved with the day to day consumer and accessibility of smart devices make companies are forced to incorporate new contact channels.
Easier and more channels to access, I can have more interactions. This is what happens today, and the downside is that these media become more impersonal. In this particular sector, the hope of having a personal contact once a product acquired customer, fell upon payment of a fee or renewal.
A contact ‘non-contact’ with the customer
In this new scenario also payments joined. We spent the payment at a branch in hand with the traditional ticket, to the electronic format that can be paid up in the supermarket with our debit card. The technological developments pushed us to new ways. For more than 10 years it has been working on a contactless payment technology that allows secure transactions using electronic devices.
Near Field Communication (NFC) technology allows making a purchase with the mere fact of bringing the card or cell phone at POS. In the region and are getting to know the first cases, as in Argentina SUBE card which is a prepaid system that counts down consumption by public transport.
Chip cards were the first phase for this technology (the former would be the magnetic stripe); but with a quantum leap in mobile access, surely the trend is the use of NFC technology directly into smartphones, rather than cards.
Such convenience for the customer is both a risk in the relationship with the companies. How do I capitalize increasingly impersonal interactions? How I make the customer feel my brand close if ever has me further?
The challenge then is to turn these impersonal interactions positive, relevant and consistent experiences with the image of our company.
Recent research in the insurance industry*, for example, demonstrate that high expectations and strong preferences of Generation Y so digital channels and social media lead to inefficiencies in service and, at the same time, less positive results. In Latin America, only 33.2% of Generation Y customers have positive experiences with their insurers, bought 56.5% of customers who are not of this generation.
CRM: personalized interactions, predictive and intelligent
The Customer Relationship Management systems are the ones who today are responsible for unifying all interactions and record the history of contact with the customer.
CRM is the tool that will allow us, with a good pre-design of the customer experience, and a better relationship strategy to support it, develop these interactions relevant and consistent with your expectation in anywhere, anytime and device.
It’s time to take advantage of the multitude of opportunities to connect with our client. From the moments of awareness (knowledge of our brand and products), consideration, evaluation, purchasing, sales and loyalty towards the end of their life cycle with our organization.
We have a great opportunity to build a relationship in every step of the way. To do this, we need solutions that allow us to connect with our customers throughout all phases of their travel purchase. Being able to reach the client personally relevant way is what will identify over our competition.
I invite you to learn Microsoft Dynamics for Social Marketing
*Source: Capgemini Financial Services Analysis, 2015; Capgemini Voice of the Customer Survey, 2015
Aymará Pedrueza | Marketing Manager | Axxon Consulting