In today's fast-paced world, it can be challenging to stay on top of all the information thrown at us. We are constantly bombarded with messages from social media, advertisements, and emails. It feels impossible to get everything done without feeling stressed out or overwhelmed. You may find yourself asking, "How am I supposed to do this?" Many companies have realised that they need a strategy to feel too overwhelming for their customer journey.
First, the foundation of a simplified customer experience starts with identifying what "simple" means for your organisation. Simplicity has many different meanings and is highly dependent on the context of your business. It usually takes effort from both product development and sales and marketing efforts to start simplifying things.
Focusing on the product is essential, but it's also important not to lose sight of the entire customer experience. Considering your sales and marketing efforts, ensure it's easy for potential customers to find, purchase, and start using your product.
Your customer journey should be organised to meet the expectations of your customers. However, before you can do this, you must understand what those expectations are- this means understanding their education level and business needs. It may also mean knowing where they're likely to come from online (such as a Google search) or if they have used another product before yours. You need to know all these things because you'll be able to tailor content for them to improve engagement rates and conversion percentages by meeting their needs on the first try.
A few other considerations: Some people might want more information about how something works while others don't want any at all; some will appreciate updates via email.
One of the first things that any CX team should do is map out the customer journey. This means looking at all touchpoints - from pre-purchase to post-service - and how they can be improved upon.
The best way to visualise this is by using a Customer Journey Map, which breaks down each stage of someone's contact with your company into small chunks to know exactly what needs improvement in every area. The idea behind mapping your customer journey isn't just identifying opportunities for progress but also measuring them against critical metrics like conversion rates or satisfaction ratings.
Simplifying the customer journey is not without its challenges internally. For instance, maintaining Google's simple search engine has required a rigorous and complex process of continuous design and simplification. Keeping their flagship product so simple has meant making tough choices like overriding engineers and even going against what customers ask for at times.
Service-based businesses face two significant challenges. Lack of resources can cause problems for both technical execution and customer service. Companies that work hard to communicate effectively encounter a unique situation — some do it well but miss deadlines or fail in essential steps in the process. The customer journey doesn't stop when someone has a query. This is where Customer Service and Support come in to resolve any questions or problems that need attention. With more than 82% of customers saying they will not do business with a company again due to poor service, CX teams need to create an effective strategy for responding quickly.
In some cases, simplicity can work against your message to new and inexperienced customers. A high-level, simplified approach may be ineffective or even annoying for a more experienced customer because it's condescending or unhelpful. The same is true of products: A simple product may not satisfy the needs of a savvy customer who wants customisation options.