In a market where consumers are more mobile and savvy than ever, an energy company’s brand has fast become its biggest asset. Brands might be built up through marketing campaigns, but they’re only proven in the day-to-day experiences of customers. Any company that ignores customer experience does so at its peril.
You can’t design a great customer experience without understanding the current one. Creating a Customer Journey Map (CJM) is an ideal framework to analyse current practice and lay the foundations to improve it. A CJM works as a visual representation of all of the touch-points customers have with a business throughout their contract. It’s an effective way of identifying the moments of truth that either present risk to your brand or an opportunity to create a positive interaction.
A common problem is a lack of consistency. Most companies operate in ways that separate different functions of service – such as sales, billing and customer services. If these functions aren’t joined up and consistent, the customer will feel the disconnect. Journey mapping lets you see the degree to which the customer is considered in each department, tailor services to meet their needs, and develop compelling positions that cut across departments.
Suppliers that understand the customer journey in detail will be able to orientate the operations, and the people delivering them, to engage customers with the brand and build loyalty.
Nick Hague, director, B2B International