A Temkin Group study found that companies bringing in an annual revenue of $1 billion can expect to increase their revenue by an average of $700 million within just 3 years by investing in customer experience.
With that type of ROI, businesses of all sizes stand to gain a lot by investing in customer experience through revamping onboarding and customer success processes. Optimizing processes for success will minimize issues and maximize return. We’ve broken down three key steps for perfecting systems that will make this overhaul seem more achievable.
Step 1: Create comprehensive customer journey maps.
In order to fix a problem, you first have to be able to see the problem. This step is all about transparency in processes and shining a light on the current state of the customer journey.
Start by mapping out the current process for each stage of the customer journey. Whether it’s done on Post-It notes or across a whiteboard, writing down each step of the journey—no matter how trivial—forces teams to give a truly comprehensive picture. It is important to note not just each step in the process, but how customers actually move between steps. What type of communication is provided to notify them of the next stage? Will their primary point of contact change? And if so, how is this handoff managed?
Step 2: Send in the SWOT team.
With your customer journey map in hand, the next step to a full process makeover is a SWOT (strengths, weaknesses, opportunities, and threats) analysis. It is important to first review these charts internally and try to glean any feedback or insights you can from your team.
Next, shift your focus directly to your customers by conducting qualitative and quantitative surveys, calls, and other outreach. Focus on targeting customer satisfaction metrics, reviewing online feedback, and any other qualitative sources you can access. Asking for honest feedback when talking to your customers is critical because it is a fundamental driver of change and improvements (and you won’t know what they like or don’t like, if you don’t ask!).
Finally, you’ll review the data you’ve collected: CSAT scores; review sites; churn, renewal, and expansion rates; and product adoption and usage rates for insights.
From this step, you are primed with the right information to innovate and refine your processes and, if need be, overhaul each stage of your customers’ journey.
Step 3: Refine and innovate.
The final stage in the process is to reconvene the team, involve leadership, and delve into what is slowing or impeding a successful process. After hearing from customers, their feedback should be top of mind. This, coupled with your fresh ideas and customer journey maps, will enable your team to have an in-depth discussion about what your new process should look like, how long they should take, and how they can be individually adjusted for each client. Rework the steps you took in creating your initial map, but now these changes and new ideas should be informed by your client data in order to create the most robust, frictionless customer experience possible. Like a good spring cleaning, revamping your processes will make your handoffs feel fresh, maneuverable, and smooth.
At TaskRay, we know how crucial it is to offer seamless onboarding and handoff experiences to your customers. Our software makes it easy to enjoy insightful visibility into your processes and gain a step-by-step view of each customer’s journey to maximize their success.
Interested in learning more? Download our free eBook at taskray.com/handoffs and stay tuned for Part 4 of this series on ‘Investing in Your Future With Customer Success.’