by Jim Sheehan
Today’s economy is governed by the customer. Your customers choose exactly when and exactly how they want to engage with your organization - and they expect white glove, personalized, and frictionless experiences when they do.
Companies like Southwest Airlines, Microsoft, Amazon, and others know that to differentiate themselves from their competitors they must create memorable, exceptional customer experiences. Gone are the days when companies could compete on price, product, or quality alone. In fact, 2 years ago, Gartner predicted that in 2021 more money would be spent on customer experience than product and pricing as a key differentiator in the market.
The stakes have never been higher to invest in customer experience. But it can be difficult to determine where your organization should focus your efforts. Sometimes, it’s best to look inward.
Your internal processes impact the overall experience you deliver to your employees and your customers. Unfortunately, it’s often challenging to pinpoint where processes are causing problems or pain points, let alone resolve them. That’s where CX Process Mapping comes in.
What is CX Process Mapping?
CX Process Mapping is a methodology that uses customer experience techniques and design thinking practices to help you identify where problems and opportunities are occurring within a specific internal process, and how to optimize that process for a stronger future state.
At Avtex, CX Process Mapping projects are broken out into seven distinct phases.
1. Data Request & Analysis
During this phase we will analyze a series of data points to understand gaps and pain points in your process.
2. Customer & Employee Interviews
Phase two uncovers customer and employee perspectives through 1:1 interviews.
3. Current State Process Mapping
This phase enables you to map out the current state experience and align known pain points to the process.
4. Design Thinking
After we have completed the first three phases, we will leverage design thinking to solve for the known pain points identified in data analysis and interviews, that are causing the greatest pains for your customers and employees across the process.
5. Technology Scoping
Next, we will determine the best suited technology solutions to implement across the process to solve known problems. We will also identify metrics to measure for success during this phase.
6. Future State Process Mapping
After scoping technology, we will determine where to insert future solutions into the current state process map, developing your future state process where problems are resolved for both your customers and your employees.
7. Executive Summary
Finally, Avtex will deliver detailed recommendations and strategies detailing what is needed to achieve your ideal future state experience.
How CX Process Mapping Can Benefit Your Organization
Often, companies realize that there is a problem in their internal processes that is leading to customer or employee pains, but they have a hard time identifying exactly where or how to fix that problem. CX Process Mapping helps organizations solve this common challenge and provides numerous additional benefits:
- Diagnose employee and customer journeys within a single process
- Foster cross functional collaboration
- Focus on data-driven insights from your customers and employees
- Improve the process based on actual employee and customer pains
- Scope technology solutions best suited for your unique goals and needs
- Drive business outcomes like higher efficiencies, lower costs, and increased revenue
- Enhance the customer experience
An Example of CX Process Mapping
Service Corporation International, a funeral, cremation, and cemetery services provider knew there were challenges and opportunities to address within their collections process. SCI wanted to assess pain points, collect feedback, and diagnose customer journeys throughout the entire collections process.
Avtex partnered with SCI to take a holistic, technologically agnostic approach to analyzing the collections process, uncovering CX pain points, and revealing voice of the customer.
Avtex used both quantitative and qualitative methods of data analysis to better understand the collections process. After analyzing data, Avtex spoke directly with customers and agents to better understand the collections process. Agents provided perspectives on work-from-home limitations, manual agent tasks, user authorization, and location. Meanwhile, customers touched on topics like statements, the fog of grief, phone payments, and the overall experience.
I’ve worked with many consulting firms who tend to gravitate toward the same best practices and methodology. Avtex was different. They dug deeper into our processes, technology, employees, and customers to uncover aspects of our customer experience we never would have focused on.Adrian Robles, Assistant Vice President at SCI
Together, Avtex and SCI discovered areas in the collections process to improve including payment and self-service capabilities, agent tools and system enhancements, account setup, empathy-first thinking, and agent and location interactions and rapport.
Ultimately, Avtex delivered a detailed strategic approach helping SCI prioritize technology solutions, drive a higher percentage of on-time payments, improve agent accountability, incorporate better data processes, and improve the collections experience.
Delivering the experiences customers expect is not always an easy task. For a company like SCI, delivering a smooth customer experience, is compounded by navigating families’ most difficult, personal, and challenging times. Nevertheless, CX Process Mapping has the potential to drive exponential business value no matter the size, industry, or maturity of your organization.