Using Technology to Optimise the Customer Journey

In most organistions, there is no shortage of customer data, the challenge lies in what do to with it. Turning this data in to real insight and creating a seamless experience for the customer often creates conflict within an organisation, as it struggles to ‘fit’ the customers needs into its existing structure, systems and processes. Mavim has written a white paper that addresses this very challenge. Here we give a brief overview how technology can help break down organanisational silos to deliver better customer service, the full paper ‘Customer Journey Optimisation: Lean operations in the age of customer centricity’, is available to download from the PEX Network, which includes a case study of improving customer service in the insurance industry.

Business transformation platform

Both Gartner and McKinsey have expressed the need for organisations to take a holistic approach when looking at the customer journey, it is not simply the responsibility of one function to deliver a great customer experience. Both industry analysts have stated the key to successfully delivering a holistic view is for businesses to use digital technologies such as a Buiness Operating System.

The business transformation platform provider Mavim, has first hand experience of working with over 50 clients facing these challenges. The paper outlines the common road blocks to success, as well steps to overcome them. Using their Microsoft-based platform, Mavim look to bridge the gap between fact-based customer journey analysis and operational efficiencies.

Four road blocks to delivering better customer service

  1. Working in silos – working in a way that is convenient for the organisation but not for the customer, an easy trap to fall into
  2. Lacking a holistic customer view – with functions working in silos, data frequently exists but simply isn’t shared to give the big picture
  3. Siloed data analysis – without sharing this data, each function only looks at their involvement in the customer journey
  4. Lots of data, lack of context – a fully optimised journey can only be realised when all the data is pieced together and is used to shape the organisation’s structure and processes to fit the needs of the customer, not the other way around.

Eight steps to optimising the customer journey

So with these road blocks in mind, how can organisations address them and harness the power of their data to improve customer service? Mavim recommend following these eight steps:

  1. Linking customer needs and value drivers to internal activities and KPIs
  2. Fact-based insight and continuous improvement
  3. Identify customer behaviour
  4. Refine customer segments and enrich customer insights
  5. Replot current customer journeys and experiences based on fact-based insights
  6. Replot, reprioritise and ideate digital touchpoints
  7. Map digital capabilities needed to deliver services an optimal experience
  8. Continuous customer management and internal process monitoring

Is your organisation ready for digital transformation?

Customers are more informed than ever and with a wealth of choice, organisations need to be tuned in to their needs and ensure they are best placed to deliver them. Do the issues raised in Mavim’s white paper sound familiar? If you would like to talk about the challenges facing your organisation and understand how the Mavim platform could benefit you and your customers, please get in contact for more information and a free demo.

+44(0) 23 80 60 20 56