At the core of digital experiences is the customer journey. Inefficiencies in the customer journey cause significant customer and employee frustrations, as well as unnecessary costs. According to Survey Monkey, “The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.”
According to Mckinsey, when companies focus on improving the customer journey, they experience a decrease in costs by 15 - 20%. We suspect those cost savings to be higher because lost opportunities are not included in this calculation, nor is the impact on employee motivation and turnover.
Duplicate actions and poorly standardized processes cause these costs. These issues lead to customer confusion and irritated employees. Although technologies can lead to a resolution, before additional investments, we suggest focusing on communication.
Communication between teams and an open discussion about employee frustrations is critical to improving digital experiences and the customer journey. Employees are often a great source of information about customer needs because they are always engaged in communication. Employees become frustrated when they have to resolve the same issue, which hurts motivation. By addressing the customer issues highlighted by employees, leaders can determine critical problems in the customer journey that require updates.
This strategy is dependant upon a company’s ability to foster an open dialogue and to create emotional safety. We suggest weekly open discussions between leaders and daily contributors, with the leader showing vulnerability by identifying an issue and openly taking responsibility.
The digital experience also impacts revenue. Again, Mckinsey reports that brands that improve their customer journey see an increase in revenue of 10 - 15%. They are not alone in their findings. MIT says that companies who “embraced digital transformation are 26% more profitable than their peers.”
A key takeaway for leaders and contributors is the need to focus on their customer’s journey. There is no one size fits all solution besides being thorough and curious when it comes to your customers.To learn more about the customer journey, read this article.