cem customer journey crmit

Copyright of CRMIT-© 2012. All rights reserved. Confidential Information

Customer Experience Management:

Customer Journey


Agenda

Customer

Experience

Pharmacy

Shop

Example

Touch Points

Industry VerticalsReferences Contact

InformationOne Size Does

Not Fit All


Customer Experience

• Is it the interaction between Organization &

Customers?

– Much more than just a rational experience

– How you interact with your customer?

– What are your delivery time scales?

– How quickly you answer your customer calls etc.,

• Customer Experience depends on:

– How the customer journey was

– How (s)he feels after each interaction


Example : Pharmacy Shop

• When you go to a pharmacy shop, What are the things that catch your attention?– Signboard

– Shop’s Door

– Interior

– Counter Staff

– Payment Methods / Procedure

– Packing

– After Sales Service

– …

• These are called “Touch Points”– Businesses may have 1 to 1000+ touch points with their

customers


Few Touchpoints : Door

• A door may be clean, dirty, transparent or may

have an advertisement on it

• Catches the attention of your customers and

encourages them to shop from your store

• Kind of advertisement may pull customers or

drive them away

– Example: A pharmacy shop may have advertisements

with happy faces / family pictures : good impression


Few Touchpoints : People

• How your staff behind the counter handle the

customers?

• Are they attending customers properly?

• Are they making customers wait for too long?

• Is their response fast enough to make

customer’s experience pleasant?

• Observe, and ask more questions


Few Touchpoints : After Sales Service

• Example:

– A diabetic patient visits your pharmacy regularly

– You may remind him after a certain interval about

restocking his medicines or may be his diabetes

vaccinations

• Look for opportunities to pleasantly surprise

your customer

– Unique experiences score better


One Size Does Not Fit All

• The journey described here is just a sample

– It may look too simple / uncomplicated for a pharmacy shop

– For your business, there might be multiple steps involved which may need very complex processing / systems / software / manpower etc.,

• Those tools are secondary, really

– The important part is that customer journey and customer experience should always be the top priorities for any business


References

• Refer to our blog article on the same topic :

http://blog.crmit.com/?p=755

• Picture Courtesy:

– http://www.flickr.com/photos/aidan_jones/3575000735/

– http://www.flickr.com/photos/rnav/350211514/

– http://www.flickr.com/photos/petereed/128052545/

– http://www.flickr.com/photos/geodesic/80994168/


Contact Information

Email : [email protected]

Copyright of CRMIT-© 2012. All rights reserved.

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