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GROWTH

Customer Journey

UNDERSTAND

U

Conduct Interviews & Review Data

NAVIGATE

N

Map the Journey

IMPLEMENT

I

Unlock Delight

TRACK

T

Track Progress

YIELD

Iterate & Evolve

Y

Using the UNITY framework, let's explore a specific scenario that may keep you up at night...

Scenario

You recognize the importance of nurturing customer relationships and want to optimize the entire customer journey. It feels like there is a disconnect between what you think you're selling and what your customers are expecting.

01

Conduct Interviews & Review Data

  • Segment customers based on demographics, behaviors, and preferences to understand their unique needs and expectations. 

  • Gather customer feedback through surveys, reviews, and direct interactions to gain insights into pain points and areas for improvement. 

  • Interview sales and delivery teams. Pay special attention to discrepancies between the two in terms of what is being sold. 

  • Analyze competitors' customer experiences to identify best practices and areas where your business can differentiate itself. 

  • Identify touchpoints that require improvement or innovation to create memorable and seamless interactions.

02

Map the Journey

  • Define clear follow-up steps for enhancing the customer journey, such as increasing customer retention rates, improving Net Promoter Score (NPS), or boosting upsell/cross-sell opportunities. 

  • Develop a personalization strategy that tailors customer experiences based on their segment, preferences, and behavior. 

  • Train employees to deliver exceptional customer experiences, emphasizing empathy, active listening, and problem-solving skills. 

  • Create a detailed customer journey map that outlines each touchpoint and interaction a customer has with your business, from initial awareness to post-purchase.

03

Unlock Delight

  • Execute the personalization strategy by tailoring marketing messages, product recommendations, and service interactions to individual customer profiles. 

  • Implement enhancements to touchpoints, such as website improvements, mobile app updates, or in-store experience enhancements. 

  • Train and empower employees to take ownership of customer interactions and problem resolution. Encourage a customer-centric culture. 

  • Deploy and configure technology solutions to support personalization and data-driven decision-making. 

  • Optimize internal processes to ensure a smooth and consistent customer journey.

04

Track Progress

  • Define key performance indicators (KPIs) related to customer experiences, such as NPS, customer satisfaction (CSAT), customer retention rates, and customer lifetime value (CLV). 

  • Continuously collect data on customer interactions, feedback, and KPIs. 

  • Monitor employee performance and engagement in delivering exceptional customer experiences. 

  • Assess the effectiveness of technology solutions in personalization and process efficiency.

05

Iterate & Evolve

  • Analyze collected data and feedback to evaluate the impact of improvements on customer satisfaction, loyalty, and CLV. 

  • Develop an improvement plan based on data analysis and customer feedback, including refinements to personalization, touchpoints, employee training, and technology. 

  • Conduct regular working sessions to ensure consistent progress without the need for full-scale change. 

  • Foster a culture of continuous improvement within the organization regarding customer experience. Encourage ongoing refinement and innovation to elevate the customer journey further.

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