Create Your First Customer Journey in 5 Steps

My Post - 2020-02-13T162613.380.pngBuilding your first customer journey can seem like a daunting task — but don’t fret. Here are five steps to make your first one successful and engaging for customers.

1. Set a goal and start simple

The first step is to set a goal for your journey.

Start with a simple journey that your customers can easily and quickly benefit from. For example: “I want to increase the share of my customers who make a purchase within one month of subscribing.” This could be a welcome journey, a birthday offer, or a reminder to check out your cool new on-demand help center.

While it may be tempting to map out every possible journey for your customer, avoid getting caught up in that. It can become overwhelming and may even prevent you from getting anything off the ground. You can always build off your first journey once it is up and running.

2. Define your audience

Next, it’s time to figure out exactly who you need to talk to. Answering a few key questions can help refine your audience:

  1. Is my journey intended for a specific demographic of my audience?
  2. Is it most relevant to customers in a certain geographical region?
  3. Is it targeted to an audience that shares a specific area of interest?

Be as specific as possible when defining your audience. This will help you build a journey that’s best suited for them and figure out what data to identify and collect in Step 3.

3. Identify and collect data

Once you’ve defined an audience, identify what data you need and what you have readily available

For your first journey, start with the data you already have access to. Then think about what additional data you’ll need to identify the audience you defined in Step 2. Next, think about what behavioral data to collect and use at key decision points throughout your journey.

When you set up form fields to collect customer data, keep in mind the types of journeys and personalization you want to create. Over time, this will help you obtain the data needed to build increasingly personalized customer experiences.

The type of customer data you have available will dictate the specific channels you’ll be able to use. For example, if you want to include SMS text messages in the journey, you’ll need phone numbers for your target audience.

Tips:

  • Identify what data you need now — and in the future. What data will you need to reach your target audience for this first journey? What data will you need for future journeys?
  • Plan form fields accordingly. Use progressive form fields to capture the customer data you need to deliver personalized experiences.

4. Craft content and design the journey

Here’s where the real fun starts. Now that you’ve set a goal, defined your audience, and identified the data you’ll be using for the journey, it’s time to tap into that creative energy.

First, decide on the channels you’ll use for your journey and begin crafting content, establishing layouts, and choosing imagery for each. As you do this, consider each channel from your customers’ perspectives. How should your messaging and design vary for email as opposed to SMS, push notifications, or in-app messages?

If you’re working in Journey Builder, features like drag-and-drop editing and pre-defined journey templates make designing customer journeys simple. – Read more

The 8 Metrics That Matter in Field Service – and How to Improve Them

My Post - 2020-02-10T160639.827.pngIf your company recently invested in field service technology, you’re already on the right path to future-proofing your field service operation. The next step is to connect your field service management solution to your customer relationship management (CRM) platform to get a complete view of your customer – and then gauge its effectiveness.

There are eight key metrics to measure progress, from the tactical – such as first-time fix rate and time to site – to the holy grail: customer satisfaction. Read on to see how your company stacks up. If you’re not seeing improvements, we’ve outlined simple fixes and capabilities that can power positive results.

1. Have you seen a decrease in call volume?

Customers want service on their terms, and they want it to be as easy as placing an order for food delivery or requesting a ride through Uber – with an accurate, up-to-the-minute estimated time of arrival. If your dispatchers are still fielding a high volume of calls with scheduling requests and status updates, implement the following:

  • Self-service capabilities. Enable self-service through a customer portal on your site or your customer-facing app. Customers can make and change requests and access a knowledge base with answers to frequently asked questions, like how to access service history or when it’s time for asset maintenance.
  • Automated notifications. Keep customers in the know with automated updates via email, SMS, or the customer portal when a mobile worker is nearby or if there is a delay.
  • Live tracking. Give customers the ability to see where a mobile worker is on a map with an arrival calculation, similar to what you would see on a ride-sharing app.

2. Are mobile workers improving their time to site?

Nothing diminishes customer satisfaction faster than an inaccurate estimated time of arrival – it wastes their valuable time. If you’ve implemented a connected solution but mobile workers are still not getting to their job sites on time, leverage the following:

  • Route optimization. Help dispatchers effectively manage each location, find the shortest routes, and facilitate planning journeys with a full map view from their screen.
  • Intelligent planning. Eliminate dispatcher bias by using intelligence with a full view of the field to assign (and reassign) the right mobile worker for each job based on location, availability, skill set, and equipment.
  • Geolocation tracking. Embed GPS technology into the field service app to navigate mobile workers to the shortest route to site and give dispatchers a bird’s eye view of resources in the field.

3. Have you boosted the number of jobs per day?

The major benefit of a field service management solution is deep visibility into the field. Dispatchers optimize simple or complex scheduling and take on more jobs by seeing as little as two weeks and as much as six months ahead to make appointments and account for absences. However, if you’re taking on the same amount of jobs per week as you did prior to implementation, ensure dispatchers are using workforce analytics to assign jobs based on a set of business rules:

  • Location
  • Skill set
  • Worker availability
  • Equipment availability
  • Inventory on hand

Dispatchers can also intelligently flow each mobile worker’s schedule and reassign tasks on the fly in the event of delays or scheduling crossover with a view of preexisting schedules.

4. Is the amount of first-time fix rates going up?

If mobile workers still struggle with first-visit resolution, ensure they have the best mobile capabilities in the field:

  • Consolidated information. Give mobile workers access to job information, customer data, task details, asset history, connected device insight, and schedules from their mobile devices to prepare them before they even walk through the door.
  • Offline and online capabilities. Oftentimes, jobs happen in remote areas without cell service. With offline capabilities, mobile workers can download customer information ahead of time and log updates offline that sync once reconnected to data or Wi-Fi.
  • Ongoing support. Empower mobile workers with helpful resources for more complex cases, such as knowledge articles and video tutorials available from their app. Offer the option for mobile workers to connect directly with a remote agent via phone or chat to walk through the right solution.

5. Has customer satisfaction improved?

Historically field service had little-to-no visibility into customer satisfaction (unless, of course, a customer called with a complaint). If you’re still in the dark on satisfaction, give customers the ability to provide feedback seamlessly through your portal, email, or SMS. You can close the feedback loop with a short survey, open-ended questionnaire, or direct outreach on everything from appointment booking to the experience with a mobile worker.

6. Has employee turnover decreased?

Field service sees a high turnover rate from mobile workers who struggle to get paid on time due to slow, manual time-tracking and approval processes. If turnover is still high, embed time-tracking capabilities into the field service app and create timesheet templates for week or month-long periods that track tasks, travel, and break time. Mobile workers clock in and out from their mobile devices, and the payment process is expedited.

7. Is there a reduction in costs?

Your connected field service management solution drives efficiencies for dispatchers and improves productivity in the field with a complete view of the customer. If you have yet to see a reduction in costs because of it, consider the following:

  • Faster time to invoice. Most mobile workers still use a sheet of paper that initiates the invoicing process, but there’s a high chance that paper gets lost along the way from the field to the office. By giving mobile workers a digital notice through their app, job completion is confirmed from their mobile device, and customers are invoiced faster.

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