Practical guide to journey management_EN.pdf
- 2. Maximize impact when you take a phased approach cONTENTS: • Phase 1 – Walk: Visualize and discover • Phase 2 – Run: Measure and quantify • Phase 3 – Fly: Orchestrate and optimize
- 3. Nearly half of customer experience (CX) leaders say when a customer calls, they don’t know who’s contacting them. And it’s even tougher to find out why customers contact an organization. As artificial intelligence (AI) evolves and digital channels multiply, managing your contact center systems and solutions becomes more difficult. And often, you need a lot of time and the help of analysts or technical staff to understand customer context and quantify the impact of customer experiences on business outcomes. CX leaders are adopting journey management to eliminate channel-based silos and gain visibility within — and beyond — the contact center. Understanding journey management Customer journey management is a proven approach to delivering the seamless experiences your customers demand. It focuses on the journeys your customers take as they seek to achieve a goal, rather than optimizing single interactions at each touchpoint. Contact center leaders can use journey management to: • Measure and monitor omnichannel experiences both within and beyond the contact center • Identify the drivers of poor contact center experiences and performance issues • Deliver frictionless, connected omnichannel experiences by bridging the gaps between service channels Practical guide to mastering journey management 3
- 4. Experience Orchestration is the next frontier for brands to conquer. Now more than ever, consumers expect your business to understand not only who they are, but what they want to do and what they’ve tried so far — no matter which channel they engage in next. And if customers encounter a problem, they expect your employees to know what it is and how to fix it. But you can’t orchestrate actions to optimize CX without: • Understanding which goals your customers want to achieve • Monitoring behavior across channels • Identifying the root cause of experience and performance issues • Quantifying the impact of those issues and potential solutions • Orchestrating actions to optimize experiences and outcomes Why now is the time of organizations worldwide have a very good understanding of experience across all phases of customer journeys. – Beyond NPS: CX measurement Harvard Business Review Analytic Services, 2022 28% Only Start taking steps to manage, measure and optimize customer journeys
- 6. Phase 1 – Walk: Visualize and discover Think of “Walk” as a discovery phase where you can see exactly what customers do before, during and after they interact with your company. To deliver a consistent, exceptional experience across all channels, start by visualizing customer behavior to identify the most important interactions and uncover points of friction. “You can’t be customer centric if you can’t see the journey.” Dave Edelman Senior Lecturer, Harvard Business School Former CMO, Aetna 6
- 7. Phase 1 – Walk: Visualize and discover See customer journeys like never before Resolve identities without the headache Sophisticated journey management solutions don’t require you to first spend months fixing your data to create a common customer identifier across all data sources. They work with your data, as it currently exists in the systems you use today, like your contact center environment, CRM system and other platforms. This significantly reduces the time and technical resources needed to implement a journey-based approach — so you can start visualizing customer behavior sooner. Begin with your highest priority data sources, such as voice, IVR and chat. Don’t worry about integrating all your existing systems at once — you can expand your scope over time. Once data is ingested, Genesys Autonomous Identity Resolution provides a true channel-less experience by stitching together customer interactions across channels so you can understand how customers behave as they engage with your organization. Visualize omnichannel behavior Path Discovery enables you to see what customers do within any channel — and the paths that lead them there. With this level of visibility, it’s easy to identify the interactions that go smoothly and the ones that hinder CX and customer satisfaction (CSAT). Zoom in Understanding each customer as a unique individual is critical to providing empathetic, personalized service. Journey visualization shows employees what individuals have done up until the moment they make contact. Using Single Customer View, agents don’t need to ask customers why they’re calling and what they’ve already done. As a result, service is more efficient and customers — and employees — are happier. The view from above Seeing the big picture helps you quickly see what’s working and what isn’t. Visualizing the paths all your customers take to achieve their goals, like paying a bill or updating account information, helps you uncover trends and patterns. Understanding the volume of customers that aren’t contained in self-service channels or are transferred to multiple agents is the first step in quantifying the impact of customer behavior on CX and business outcomes. 7
- 8. Phase 1 – Walk: Visualize and discover Look both ways Help your employees understand how each customer arrived at their current interaction and where they went next, so they can quickly identify common scenarios and resolve issues faster. Discover hidden obstacles and quick fixes to reduce friction As you take a data-driven approach to map customer journeys, you’ll uncover behavior that results in unnecessary channel switching, repeating steps or abandoning the journey entirely. Work with your service teams to define other behavioral signals that indicate breakdowns in customer experience. This way, you can quickly answer crucial questions by understanding what’s driving customer contacts, what customers did before they engaged with your bot, or what they did next. By identifying what went wrong, you can begin to brainstorm ways to improve customer and employee experiences. Pro tips • Identify quick wins: Start with one or two journeys that matter most to you and your customers. Identify the data required to visualize these journeys. • Share your insights: Show channel owners and key business stakeholders how actual customer behavior compares with their expectations. 8
- 9. Use case The money sending experience A financial services provider wanted to understand the experience when a customer sends money to another individual. The CX analyst used Genesys Path Discovery to reveal every path customers took to accomplish this goal. They found that account holders who needed assistance called an agent rather than using the company’s FAQ pages. The CX team realized they needed to make the FAQ pages more visible. And they identified specific FAQ pages with issues, such as broken video links, that didn’t help customers complete their journey. By visualizing all the paths customers took to send money, the financial services provider uncovered friction points, quantified the impact and identified a solution to improve the experience. Phase 1 – Walk: Visualize and discover 9
- 10. Phase 1 – Walk: Visualize and discover Checklist Before you Run: Define and integrate the journey data that matters most to you and your customers Visualize omnichannel behavior Identify interactions that prevent customers from reaching their goals Share insights with cross-functional teams Identify and align on opportunities for improvement At the end of the Walk phase, you should be able to visualize omnichannel customer behaviors. Channel managers should begin to see how behavior in one channel affects others and analysts should be able to identify where customers encounter obstacles — and how to fix them. 10
- 12. During the Walk phase, you took your first step. You visualized customer journeys and uncovered opportunities for improvement. Now that you’re ready to Run, it’s time to improve analysis and measurement so you can quantify the impact of customer behavior on CX and business metrics. “If you aren’t measuring customer experience along all key points, a function in your organization could be dropping the ball, which will eliminate progress across the board no matter what else you were doing at other points to improve CX.” Ryan Willis Director, Experience Management Lumen Technologies Phase 2 – Run: Measure and quantify 12
- 13. Phase 2 – Run: Measure and quantify Uncover rich insights faster Once you’ve visualized customer behavior, it’s time to assess how it affects the metrics that matter most. Journey analytics enable you to answer questions rapidly and make data-driven decisions. Instead of waiting weeks while analysts assemble new data sets and perform analyses using traditional methods, business users can use journey analytics to answer queries in minutes, such as: • Why do customers use specific channels? • Why are customers leaking out of self-service channels? • How do interactions in the contact center impact CSAT or Net Promoter Score (NPS)? • How does customer behavior impact NPS? • How does customer behavior affect customer effort? • How do CX metrics change over time? • How do CX metrics affect cost to serve and revenue growth? 13
- 14. Phase 2 – Run: Measure and quantify Customer goal Business goal Get approved for a mortgage Increase assets under management Add spouse to health insurance Decrease member effort, increase self-service Exchange one product for another Increase self-service, reduce cost to serve Identify the journeys that lead to success A crucial step on your path toward mastering journey management is evolving the way you measure customer experience. Align customer goals to business goals Your customers don’t care about your overall average handle time or cost to serve. They want you to solve their problems, so they can achieve their goals quickly and efficiently — in whichever channel they desire. It’s critical to see the experience from the customer point of view. Think of their goals using words consumers use, such as “I want to buy a house,” or “I need my Wi-Fi to go faster.” Then, consider how those goals influence or map to your company’s goals. In the real world Here are a few examples of customer goals and how they map to business outcomes. 14
- 15. Use dashboards to measure and monitor journey performance Now that you’ve defined customer goals, categorize those goals into groups. For instance, goals that involve solving a problem or revising an incorrect bill can fall under the “Get support” category. Here are the major journey categories that matter most across industries: • Buy or join • Set up service or product • Pay a bill • Use my service or product • Get support • Make a change • Cancel service or leave a brand Next, use Genesys Journey Analytics to build dashboards that measure each journey. This provides clarity and transparency for every member of your organization — from agents to channel managers to leadership — with an understanding of performance at a glance. That makes it easier to know exactly where to look when self-service rates plummet or call volumes soar. Phase 2 – Run: Measure and quantify 15
- 16. Define signals and metrics Once customer and business goals are aligned, dig deeper. It’s time to define in-journey signals and end-of-journey success metrics that capture the health of customer journeys and their impact on your bottom line. In-journey signals predict the likelihood of success Indicators along the journey predict whether your customers are likely to achieve their goals. Let’s go back to a banking customer who needs a mortgage. For a mortgage provider, the in-journey signals might include: • Percentage of customers who switch channels before completing a milestone, such as using an affordability calculator, completing the pre-qualification process or submitting the application • Number of repeated steps • Number of consumers using affordability calculators • Percentage of customers who abandon forms Success metrics quantify journey health These metrics capture the value your customers want to obtain from the journey and the company goals associated with it. For the same lender, the success metrics for this journey might include: • Application submission rate • Number of mortgages sold • Cost to serve • CSAT • NPS Pro tip Set up global KPIs or metrics you define that are automatically calculated at all levels — even down to a single interaction. Phase 2 – Run: Measure and quantify 16
- 17. Use case Monitor and socialize journey performance The director of customer experience at a national telecommunications provider needed an easy way to communicate with CX leadership about how customer journeys were performing. To build a comprehensive dashboard, the CX director defined the most important customer journeys, as well as associated micro-journeys. For example, when prospective customers are deciding whether to join the provider, the CX director knew that consumers needed to educate themselves on the different packages offered and shop for the service that fit their need and price point before joining. Next, the CX director collaborated with channel managers to identify the metrics that capture the health of each journey, such as volume, NPS, fallout rate, call rate, chat rate and journey completion (conversion) rate. With journeys defined and metrics identified, they created an omnichannel view across web, calls, chat and a virtual assistant. They set thresholds for each metric and included graphs to make it simple to understand journey performance. As a result, executive leadership obtained 24/7 access to KPIs and trends for key journeys and sub-journeys, which enabled them to make better prioritization decisions. It also reduced the number of requests for updated reports on standard CX metrics, so analysts could focus on answering more complex questions. Phase 2 – Run: Measure and quantify
- 18. Phase 2 – Run: Measure and quantify Checklist Before you Fly: Align customer goals with business goals Define behavior that signals journey success or failure Establish success metrics Build dashboards for the most important customer journeys Set goals for each KPI Proactively measure and monitor high-priority journeys At the end of the Run phase, you should know which journeys are underperforming. When metrics fluctuate, managers and analysts should be able to drill down and identify what is or isn’t working. It should be easy to calculate the impact on related outcomes like customer effort, FCR, cost to serve and more. 18
- 20. During the Run phase, you aligned customer and business goals, and quantified the impact of customer behavior on CX and business metrics. Armed with that information, you’re ready to identify the root cause of problems and orchestrate actions to optimize experiences and outcomes. “We’ve transformed Italian and UK contact centers into data-driven care centers. We can clearly link events, see why conversations did or didn’t convert into sales, and learn how to create better experiences next time.” Mateusz Jazdzewski IT Peace of Mind Solutions Manager and Head of CX Product Electrolux Phase 3 - Fly: Orchestrate and optimize 20
- 21. Effective orchestration begins with the ability to measure CX across all channels in real time. And when metrics start to fluctuate, you need to know why as soon as possible. Typically, you’d wait weeks for data science or analytics teams to find out a problem exists and then perform a root cause analysis. But with Genesys Intelligent Agents, you can receive notifications when KPIs change and identify the root cause without waiting for technical analysts. Get alerted to changes in experience and performance Start by setting thresholds for CX and business metrics. Then, you can rely on AI to detect anomalies, so you’ll know which ones rise too high or fall too low the moment it happens. Genesys Intelligent Alerts let you know about changes in journey performance, scores, customer metrics, financial metrics and any user-defined metric you wish to monitor and track. Different business units can set up their own benchmarks and alerts to monitor the KPIs that matter most to them. Accelerate analyses with AI Leverage the power and speed of AI for root cause analysis. AI-powered journey management solutions look through millions of interactions quickly, recognizing behaviors that correlate to specific outcomes. You can also identify attributes that describe those customers who are driving the desired or undesired outcome. Detect and identify the root cause of CX and performance issues Phase 3 - Fly: Orchestrate and optimize 21
- 22. Orchestrate better experiences Once you identify the cause of a problem, it’s time to fix it. Based on the insights you’ve gathered, you can orchestrate actions to optimize specific experiences for individual customers in real time. Depending on the issues you find, how you orchestrate changes could differ. The solution could range from: • Triggering a notification directly to the customer • Popping up a chatbot to offer assistance • Providing an employee with information about how to help the specific customer they’re about to engage with For example, you may find that a significant volume of customers call to speak with an agent after reading an FAQ on your website. To improve self-service, you could launch a chatbot to ask if the customer has any questions. Empowered by the foundation of orchestration — understanding who each individual is and what they’re trying to achieve — employees don’t need customers to repeat themselves. They can suggest the best solution to their problem or present the most relevant up-sell or cross-sell offer for that unique customer. Phase 3 - Fly: Orchestrate and optimize 22
- 23. Use case Increase sales through real-time journey orchestration Ethiopian Arlines saw low completion rates for customers booking flights and wanted to improve the self-service purchase journey. First, they visualized the ticket purchasing journey. Then, they used Genesys AI to detect any changes in the likelihood that a customer looking at flights on the website would complete their purchase. The airline found that some customers navigated to an FAQ page before completing their purchase. Others bounced off the purchase page altogether. The airline realized it needed to engage customers and influence their decisions in real time. It proactively initiated a chat session when customers reached the purchase page. The chatbot offered to address any questions or concerns customers had. The airline found that 19% of customers accepted the offer to engage through chat. And of those customers, the completion rate increased by 49%. “Genesys is enabling us to capture significantly more window shoppers on our website. Conversion rates rose by 49% at the six-week stage. And we’ve only really scratched the surface.” Getinet Tadesse CIO Ethiopian Airlines Phase 3 - Fly: Orchestrate and optimize 23
- 24. Checklist Keep flying higher: Expand CX measurement to cover every journey across the customer lifecycle Quantify the impact of the actions you orchestrate to determine effectiveness Socialize strategies and insights regularly across your organization Collaborate with other business units to improve experiences that span multiple departments As you continue to Fly, share your success with the rest of your organization. Journey management can help every employee see things from the customer point of view. Aligning cross-functional teams on the value of journeys enables your entire organization to orchestrate empathetic and connected experiences. Phase 3 - Fly: Orchestrate and optimize 24
- 25. Conclusion It’s time to leverage journey management to monitor performance, identify the root cause of issues and orchestrate frictionless, connected experiences. Journey management can be easy to implement — and highly effective — once you see your brand through your customers’ eyes. Genesys Professional Services and our partners can guide you to get started quickly. We’ve pioneered Experience as a Service® to help organizations of all sizes orchestrate connected, personalized experiences at scale and quantify your impact on business outcomes — all through the power of the cloud. The Genesys Cloud CX™ platform provides the foundation for continuous, proactive improvement of CX and business outcomes. What are you waiting for? Take the first step towards Integrating journey management into your strategy and tech stack, so you can elevate CX, EX, and business performance. Connect all your customer data for insight you can act on. See how 25
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