Streamlining Customer Service Journeys for Better Results
Customer service often becomes more expensive and less efficient as customers navigate multiple channels to resolve their issues. This was a key insight shared in a recent Gartner webinar titled "Take Back Control of Your Customer Service Journey for Better Results."
The Cost and Impact of Multi-Channel Journeys
Gartner data highlights that the average cost per resolution starts at $9.10 for single-channel interactions and escalates to $26.04 for three-channel journeys. Concurrently, customer retention drops significantly, from 52% for single-channel interactions to 38% when three channels are involved. Nearly three-quarters of customer service journeys involve at least two channels, such as phone, email, or website, and more than one-third span three channels.
Effective Journey Mapping Without Advanced Technology
Contrary to the belief that cutting-edge technology is required for efficient customer journey mapping, Gartner experts emphasize the value of traditional methods. "We still advocate for getting the Post-it notes out, grabbing the marker, and doing it the way that people have done journey mapping for many, many years now," said Christopher Sladdin, director analyst in Gartner’s customer service and support practice. This approach remains effective for understanding and improving customer care.
Prioritizing Key Customer Journeys
To optimize customer service, companies should identify and focus on the two or three customer journeys that most significantly impact their business goals. These journeys could be determined by metrics such as the volume of inquiries, the impact on long-term customer loyalty, or the cost to serve. By targeting these high-impact areas, businesses can streamline their customer service processes, reducing costs and enhancing efficiency.
Building an Understanding of Customer Interactions
After identifying key journeys, companies should map the average customer journey to uncover initial gaps. Over time, a dedicated team can gather and connect data to better understand how customers interact with their systems. "The key to taking control of customer service journeys over a long period of time is discipline," said Daniel O’Sullivan, director analyst in Gartner’s customer service and support research group. Consistent analysis and adjustment of operations are crucial, potentially involving the creation of a journey management team to oversee this effort.
Developing a Customer Service Muscle
Improving customer service journeys is not an overnight task but rather a gradual process that requires ongoing effort and training. "This isn’t a technology or something that you can just go and implement tomorrow," O’Sullivan noted. "This is more like a muscle, something that you’re going to have to work on and train over time." By fostering a disciplined approach to customer journey management, businesses can achieve sustained improvements in their customer service operations.
Hence, Take Back Control of Your Customer Service Journey for Better Results
Streamlining customer service journeys is essential for reducing costs and enhancing customer satisfaction. By focusing on key customer interactions, employing traditional journey mapping methods, and committing to continuous improvement, businesses can take control of their customer service processes and achieve better results. The insights shared in Gartner's webinar provide a roadmap for companies looking to refine their customer service strategies and drive long-term success.
Read more about customer journeys and mapping in these insights-
Crafting Exceptional Customer Journeys in 2024: A Guide to Personalization and Seamless UX Design
Digital Transformation and Customer Experience: Creating Exceptional Omnichannel Journeys
Personalization and Customer Journey Mapping: Keys to Standout Digital Experiences
The Art of Customer Journey Mapping: Strategies for Creating Frictionless Experiences in 2024
