April 6th and 7th, 2016
This week, we hosted the CEO and founder of inQuba, Mike Renzon in Melbourne and Sydney for our Future of CX Breakfast Event. Mike took over 100 industry leaders through a journey of what he sees as the future of Customer Experience, #CXtended.
The importance of empathy
Mike had fond childhood memories of his local baker Marcel, whom along with his father he would go visit every Friday. Even now Mike remembers the baker in vivid detail, as he was providing an outstanding experience week on week. This small business owner knew Mike’s story – and assumingly the stories from his other customers, which allowed him to engage with Mike and his father in a very personal manner. This idea of empathy and providing a good customer experience has been innate for small businesses with customer interactions. However, this sort of empathy is not scalable. Lacking a personal relationship, for a global business, it is much more challenging to engage in their customers’ stories.
From customer journey mapping to context mapping
How can enterprises be empathetic in a scalable way and on a personal level with their daily interactions with customers? The best players approach this by designing beautiful journey maps based on good research. Mike, however, points out that these journey maps have a major shortfall. Journey maps are frozen in time. If customers start to go off course or away from the mapped journey, there might be a safety net, but not dynamic updates to re-route them. With enterprise and technology continually evolving, more and more customers are trotting out their own journey that might not be a good fit for all customers.
Rather than putting our customers through a beautifully designed, although static customer journey, we need to understand the context of that customer, the background of where they are coming from, and whereabouts in the journey they are entering or have ended up.
If the perspective of a customer journey is changed from being functional, e.g. ‘completion’ or ‘resolution’, to state of mind, e.g. ‘happiness’, ‘retention’, ‘advocate’ etc. it allows for more dynamic customer journeys, and incorporates the if, when and why a customer goes off-course in the usual journey flow.
The most dynamic journey mapping software at the moment is found in travel or navigation apps, such as Waze or Google Maps. The user’s journey updates with the automatic introduction of new roads, hazards, traffic conditions but most importantly, if a user goes off course, these journey maps automatically re-route to get the user back on track to where they want to go.
CXtended is starting with Customer Journey mapping and is adding better context. This is done by using data in real time, using the information you already have about your customer and engaging in their story. This enables a foundation for scaling empathy.
CXtended is not about technology, but providing context to empower people with empathy. CX Managers require a seat at the Marketing table, a CXtended toolkit and to move from Customer Journey Mapping to Customer Context Mapping.
For more information on #CXtended contact Alistair Clemett.