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What Customers Really Want – Everything You Should Know About Customer Experience Mapping

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What Customers Really Want - Everything You Should Know About Customer Experience Mapping 1

By Simon Black, CEO, Awaken Intelligence

Having the right people, the right tools and adding in the right approach is all part of the mix in creating the right level of service for your customers. But how do you know what they really want at different stages of their journey with your brand and how do you create a frictionless customer experience (CX)?

The answer can be found in customer and user experience mapping. It can help you shape the way you handle every aspect of the customer journey. From voice calls and emails through to social media channels, SMS and App usage as well as webchats. However, if you really want to excel in the service you provide you need to firstly understand and then refine every element of your customer omnichannel experience. It might seem daunting but by peeling back the layers and working through the data you collate during your customer engagements you will find real actionable data points that educate you and your team on how to map out a smoother customer journey.

Before you start working on your customer experience mapping there’s one thing to clarify. As Jim Kalbach highlighted in his book Mapping Experiences, there is a difference between customer journey maps and customer experience maps:

  • A customer journey map typically views the individual as a customer of the organisation. And, there is often a decision involved: to purchase a product or service
  • A customer experience map looks at a broader context of human behaviour and shows how the organisation or brand fits into a person’s life. 

How to create a customer experience map fit for your clients

Your customers experience doesn’t necessarily follow a linear path with your brand.  And one size doesn’t fit all. These simple steps will help you to break down what can feel like an overwhelming task:

  • Identify every type of customer your brand or organisation has
  • Work out at what point in their lives do they have a need to engage with your business
  • Then carefully work out every possible interaction these different types of customers, or personas, will have with you during the product or service lifetime.

Let data guide the mapping process

This process will help you to outline the specific routes that each customer takes when buying from your business or brand. And remember, a customer may reach you through various parts of the omnichannel. Just because they initially reach you through the webchat doesn’t mean they’ll continue to communicate that way and it’s likely they’ll switch to voice or email as their journey starts to progress. Every aspect needs to work well and provide a consistent experience.

From that foundation of information, you then need to dig through your data and let it enlighten you on your customers’ experiences. Be prepared to make some uncomfortable discoveries and remember the data doesn’t lie so you should be able to identify some customer pain points that you can quickly resolve along the way.

What’s the goal?

Don’t just embark on the customer experience mapping work because you think it would be a good thing to do. Have a goal so that you can maintain focus throughout the project and be able to deliver on a particular outcome. For example, if your goal is to reduce support times for a certain product by a set number of minutes so that you can handle more customer enquiries (by a certain percentage) make sure that remains your focus. Or, it could be that your goal is to upsell a supporting service or accessory product to work with the original purchase. By mapping that customer experience you’ll be able to identify key touchpoints in the journey for these different engagements.

Customer experience mapping leads to enlightening discoveries

There will be some findings that you’ll be expecting to discover in the process but by carefully picking through the data it’s likely you’ll reveal some insights into what drives greater brand loyalty and, equally, what turns customers off. Your customer experience mapping should help you to identify:

  • new or refine ways to increase customer satisfaction
  • touchpoints or paths that are creating friction rather than aiding the experience
  • to understand what parts of the service or product drives loyalty
  • to discover where you can improve retention and possibly where new product, or service opportunities lie.

Key elements for customer experience mapping

Once you’ve identified your goal(s) and your different customer personas there are some key steps to follow as part of the mapping process that you can also overlay with your data:

  • List every single customer touchpoint.This may range from physical stores to advertising and email marketing through to your website and social media channels. Leave no part of this engagement unturned
  • Identify the customer need.Just as you’ve ascertained your goals your customer will have them too. Make sure you map their needs against the personas as they may have more than one
  • Different phases of interaction.Your customers will engage with you at different points long their journey. Not only do you need to identify what these points will be and the drivers behind them you should also work out the likely route of these touchpoints. Will it be a call or an email enquiry and do you have the appropriate scripts on hand to help your agents deliver the right level of service?

Where does the data come from?

If you’re reading this and worrying about where to draw all this useful data from then you may also need to take a step back and assess what systems, you have in place to manage your customer experience. It may be time to embrace digital transformation and explore how conversational analytics (CA) can help you to evolve your contact centre. It’s not only difficult to navigate across multiple legacy systems to draw on this data, it’s unproductive for your agents and, ultimately, incredibly costly for your business. Don’t be surprised if part of the customer experience mapping process may throw your need to migrate your systems and processes to something more suitable for the 21st Century too!

Business

UK delays review of business rates tax until autumn

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UK delays review of business rates tax until autumn 2

LONDON (Reuters) – Britain’s finance ministry said it would delay publication of its review of business rates – a tax paid by companies based on the value of the property they occupy – until the autumn when the economic outlook should be clearer.

Many companies are demanding reductions in their business rates to help them compete with online retailers.

“Due to the ongoing and wide-ranging impacts of the pandemic and economic uncertainty, the government said the review’s final report would be released later in the year when there is more clarity on the long-term state of the economy and the public finances,” the ministry said.

Finance minister Rishi Sunak has granted a temporary business rates exemption to companies in the retail, hospitality, and leisure sectors, costing over 10 billion pounds ($14 billion). Sunak is due to announce his next round of support measures for the economy on March 3.

($1 = 0.7152 pounds)

(Writing by William Schomberg, editing by David Milliken)

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Discounter Pepco has all of Europe in its sights

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Discounter Pepco has all of Europe in its sights 3

By James Davey

LONDON (Reuters) – Pepco Group, which owns British discount retailer Poundland, has targeted 400 store openings across Europe in its 2020-21 financial year as it expands its PEPCO brand beyond central and eastern Europe, its boss said on Friday.

The group opened a net 327 new stores in its 2019-20 year, taking the total to 3,021 in 15 countries. The PEPCO brand entered western Europe for the first time with openings in Italy and it plans its first foray into Spain in April or May.

Chief Executive Andy Bond said its five stores in Italy have traded “super well” so far.

“That’s given us a lot of confidence that we can now start building PEPCO into western Europe and that expands our market opportunity from roughly 100 million people (in central and eastern Europe) to roughly 500 million people,” he told Reuters.

To further illustrate the brand’s potential he noted that the group has more than 1,000 PEPCO shops in Poland, which has a significantly smaller population and gross domestic product than Italy or Spain.

The company, which also owns the Dealz brand in Europe but does not trade online, has already opened more than 100 of the targeted 400 new stores this financial year.

Pepco Group is part of South African conglomerate Steinhoff, which is still battling the fallout of a 2017 accounting scandal.

Since 2019 Steinhoff and its creditors have been evaluating a range of strategic options for Pepco Group, including a potential public listing, private equity sale or trade sale.

That process was delayed by the pandemic, but Steinhoff said last month that it had resumed.

“The business will be up for sale at the right time. It’s a case of when, rather than if,” said Bond, a former boss of British supermarket chain Asda.

Pepco Group on Friday reported a 31% drop in full-year core earnings, citing temporary coronavirus-related store closures.

Underlying earnings before interest, tax, depreciation and amortisation (EBITDA) were 229 million euros ($277 million) for the year to Sept. 30, against 331 million euros the previous year.

Sales rose 3% to 3.5 billion euros, reflecting new store openings.

($1 = 0.8279 euros)

(Reporting by James Davey; Editing by David Goodman)

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Fashion-focused livery launch reveals new colours for Gasly, Tsunoda in 2021

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Fashion-focused livery launch reveals new colours for Gasly, Tsunoda in 2021 4

Scuderia AlphaTauri debuted their colours for the 2021 Formula 1 season as drivers Pierre Gasly and Yuki Tsunoda unveiled the team’s new look with the livery for their AT02 racecars. The setting was a fashion-forward launch in the all-new showroom of AlphaTauri, Red Bull’s premium fashion brand.

Salzburg (AUSTRIA) – Formula 1 team Scuderia AlphaTauri served up a stylish preview of the new F1 season with a presentation of its 2021 livery alongside key looks from the upcoming Autumn/Winter 2021 collection of Red Bull’s premium fashion brand, AlphaTauri. The launch – held at AlphaTauri’s new showroom in Salzburg, Austria and presented digitally – marked the first time that drivers Pierre Gasly of France and Yuki Tsunoda of Japan have appeared together as teammates.

After a successful first season racing in AlphaTauri colours, the Italian outfit is looking to challenge the top of the ultra-competitive midfield in 2021, and the two young drivers have been assigned clear-cut roles. Gasly is Team Leader. The 25-year-old, who made his Formula One debut with the team in 2017 under its former name, Scuderia Toro Rosso, has earned two F1 podiums. During the 2020 campaign, Gasly’s maiden win at Monza was a defining moment for him and the team under its new name.

Tsunoda, 20, is the first Japanese driver to race in F1 since 2014, his promotion coming off the back of a fast, four-season trajectory from winning the 2018 F4 Japanese Championship and finishing third in the 2020 FIA F2 Championship to entering the top-level ranks this year. Expectations are high for his rapid style of learning to complement the experience of Gasly.

“The decision to go for Pierre and Yuki in 2021 was taken because Scuderia AlphaTauri’s philosophy is still to give talented young drivers from the Red Bull Junior Program the opportunity to step up to F1 and to educate them – this is why Yuki now gets his chance,” explained Team Principal Franz Tost. “With Pierre on Yuki’s side we have an experienced driver, who can help our Japanese rookie to develop faster, but at the same time we can aim for good results. I think this pair is the best possible scenario to achieve both our targets, and I’m also confident this will be a successful one.”

In 2020, Scuderia AlphaTauri won best livery by a landslide, and the team’s all-new, matte blue and white racecar livery took center stage with the drivers at the fashion event, anticipating the 2021 model that will debut at pre-season testing in Bahrain on 12 March. The test is the precursor to an unprecedented 23-race schedule, and in preparation for the demanding calendar both drivers have spent time at Red Bull’s Athlete Performance Center for intense fitness testing.

“I’m ready to take on the role of team leader. Yuki is a very quick driver, and he will help us move the team forward – we will work together to achieve that,” said Gasly, the team’s all-time top points scorer. “I really believe last year was the team’s best in terms of the way it worked, the development, the performance and the way it managed the race weekends. I’m always hungry for more, and I’m sure we can achieve great things in 2021.”

Tsunoda, who was honored with the Anthoine Hubert Award for best Formula 2 rookie in 2020, added, “I’ve been lucky enough to spend some time with Scuderia AlphaTauri ahead of the season, so I’m already developing strong relationships and learning a lot from them – including Pierre, who is an incredible talent. My main goal is to learn quickly and deliver results as soon as possible, and I’m really excited to get started.”

The launch at the AlphaTauri Showroom not only gave Gasly and Tsunoda a preview of the AlphaTauri Autumn/Winter 2021 fashion collection, but the drivers had the chance to select their new off-grid looks ahead of the season start.

Ahmet Mercan, CEO AlphaTauri, summarized: “This is a triple reveal at a unique point of time: a new AlphaTauri Showroom where fashion meets F1, a first look at the AW21 AlphaTauri collection and the unveiling of the new Scuderia AlphaTauri F1 livery and driver pairing.”

Scuderia AlphaTauri fans don’t have long to wait for racing action: The FIA Formula 1 season kicks off at the Bahrain Test on 12-14 March, in preparation for the Bahrain Grand Prix on 28 March.

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