It’s hard to know where to focus your time and energy when it comes to improving your customer journey. You could try guessing, but that’s not very efficient.
Without a clear understanding of where your customers are struggling and where they’re thriving, you can’t possibly hope to improve their experience with your company.
Building out a Customer Journey Priority Map is the perfect way to get clarity on what needs improvement. Tools are available to help you quickly gather feedback from your team and see where you should be focusing your efforts.
The underused resource
As a business leader, you know that customer satisfaction is an essential part of creating a positive brand experience. Making an effort to understand the customer journey—how they interact with your company and what emotions they experience along the way—is absolutely vital for businesses. You 100% should do this, but don’t forget to tap into an amazing wealth of insights that are much easier to access.
Who? Your Revenue Generating teams! Marketing, Sales and Customer Success people are on the front lines dealing with customers day after day!
Key benefits overview
These people will provide invaluable feedback about how successful each stage our your Customer Journey is.
They’ll also be able to inform you which areas need to be improved to help:
- Delight customers
- Generate more revenue
By factoring in employee views when mapping out an effective customer journey, you’ll not only gather those amazing insights but you’ll also positively impact:
- Your company culture
- Your customer advocacy
It’s important for leaders to embed this simple technique. No one individual can see every aspect of their business operations from all angles. Moreover, gathering this information from employees can further strengthen the bonds between them and management by showing that their opinions are valued and respected. Listening to employee views provides an opportunity for businesses to get a holistic view of their brand image and ultimately develop more effective strategies for increasing customer satisfaction levels over time.
So, in this blog we’re going to dig a little deeper into the 4 benefits mentioned above.
1. Delight customers
Gathering information from Sales, Marketing and Customer Success people is one of the best ways for you to improve your customer journey and delight your customers. Collecting insights from each of these teams allows you to identify opportunities to enhance the customer experience and anticipate changes in trends or customer needs.
Using this combined knowledge, your will create a detailed undertsanding of strengths and weaknesses in your operations and develop strategies that meet the needs of your customers. You’ll be able to use this information to create more efficient onboarding experiences that give customers a better understanding of how a product works as soon as they start using it.
By gathering feedback from Sales, Marketing and Customer Success teams throughout the customer journey, you will have a greater understanding of what works for your customers and what doesn’t – enabling you to make informed decisions about improving the user experience and delivering superior customer service. The result? Customers who feel valued by a company’s brand and products – leading to increased loyalty and lifetime value. This brings us nicely to point number 2.
Where can you improve?
Find out using our FREE tool
Get a detailed analysis of your customer’s journey. Our free tool will help you pinpoint where it’s most important for you to focus your efforts to grow your revenue!
Where can you improve?
Find out using our FREE tool
2. Generate more revenue
We mentioned that delighting customers leads to a higher lifetime value. But that’s not all. Gathering insights and information from Sales, Marketing and Customer Success teams will be immensely helpful in improving the generation of more revenue in other ways.
These revenue operation teams are so close to your ideal customer profiles (ICP) that you need to get close to your staff and learn what they know.
You have to get up close and personal with your teams to ensure you know what they know regarding your ideal customers. This is so important, you must do this. It will bring huge success for your business. Spend time with them, appreciate their knowledge and use it well – this is how you’ll find lasting profitability!
Knowing what products or services customers want to purchase, how they prefer to receive information about such products or services, and what challenges they are facing in their customer journey, as well as any feedback they have on the overall customer experience can create greater opportunities for business growth.
Overall, gathering insights from Sales, Marketing and Customer Success people is integral if you’re enhancing your customer journey and wanting to generate more revenue over time. By leveraging this data alongside other market research techniques such as focus groups or interviews, you will have the necessary information needed to successfully navigate changing consumer trends and develop effective strategies that lead to increased ROI.
3. Improve company culture
Leaders should take their culture as seriously as they do their products. There’s many lessons to learn from some amazing companies and how they drive their culture. Our particular favourites are Netflix and HubSpot.
Listening to people in your Sales, Marketing and Customer Success teams is a great way for you to improve your customer experience and enhance your internal culture.
It’s so important for leaders to take their staff’s opinions and suggestions into account to ensure a successful and productive workplace environment. A great leader knows that the key to developing a strong and unified company culture lies in fostering an atmosphere of open communication and appreciation. When leaders take the time to listen to what their staff are saying, respect their thoughts and ideas, and act on these feelings when appropriate, they can make a real difference in how employees view their work environment.
Getting on the pulse of their thoughts and feelings about your customer journey is just one of many subjects leaders need to get close to.
It is crucial for leaders to demonstrate that they value each employee’s contributions and ideas by not only listening but actually taking action based on employee feedback. Doing so will create increased trust between your leadership and your employees, which leads to improved morale, engagement and productivity throughout teams. Leaders who show respect for their team members by recognising good ideas tend to be viewed as more approachable, creating an atmosphere where staff feel comfortable expressing opinions without fear of repercussions.
Leaders should also strive to create an environment where everyone’s voices are heard. They should ensure that everyone has the opportunity to contribute ideas or express concerns without any feeling of favouritism or pressure from higher-ups. This type of open dialogue encourages creativity, innovation, collaboration and problem-solving within teams – all elements that contribute greatly towards long-term success in any organisation.
Free Customer Journey Tool
Our FREE tool will provide a detailed analysis of your customer’s journey with you.
Helping you pinpoint where it’s most important for you to focus your efforts to grow your revenue!
Free Customer Journey Tool
4. Increase customer advocacy
You will improve customer advocacy by leveraging the conversations they have with your Sales, Marketing, and Customer Success teams. Understanding the customer experience from these three perspectives is essential to providing a better service and building loyalty among customers.
The Sales team can help you understand what motivates their customers to buy. By listening to salespeople and really understanding why customers chose you instead of your competitors, you can help promote their approach to best meet customer needs amongst the entire team. Additionally, by learning more about customers’ interests, you will be able to create targeted campaigns that will increase brand awareness and loyalty.
The Marketing team is also an important resource for learning about customer needs and preferences. By analysing marketing data such as campaign performance metrics and engagement rates, you can understand what resonates with your audience and which touchpoints are most effective in delivering the message. Additionally, through monitoring customer sentiment on social media or reviewing feedback forms, you will gain further insights into how you could improve the customer experience.
Finally, the Customer Success team offers valuable information on how well you are are meeting the demands of your customers. Listening closely to customer success managers will help you understand areas that need improvement to provide a better service – such as responding quickly to queries or addressing issues promptly – as well as identifying opportunities where they could exceed expectations or provide additional value.
By tapping into these resources and leveraging the insight gained from conversations between customers and your Sales, Marketing, and Customer Success teams, you can feedback on changes you have implemented. This can be done in blogs, newsletters, videos, social media and direct to the customer. The outcome of this is that customers feel like they’re understood and that you care about solving their problems. Meaning you build stronger relationships that foster loyalty and advocacy over time.
How to get the whole team involved
You can use our free tool to get a detailed report of where your staff think you can improve your Customer Journey.