Creating a Seamless Customer Journey Across Channels

Reflecting on a recent lesson learned by my Digital Success team, while companies traditionally concentrate on managing customer intake primarily for support, there's immense value in expanding this focus to encompass all go-to-market teams. Recently, we launched an intake process for our unnamed customer success segments, and in doing so, we were inundated with requests unrelated to success and queries spanning sales and renewals. Instead of stopping there, we decided: why not provide a single platform for customers to address all their inquiries across all teams? Consequently, we expanded intake to include renewals and sales, enabling customers to choose from a menu of options to get help. Here are the advantages of adopting such a strategy: 🔔 Deeper Insight into Customer Needs: Broadening intake across all GTM teams provides a holistic view of customer needs throughout their journey. By allowing customers to tell us what they need, we are informing our roadmap for new areas of automation or digitization.  📌 Clarity in Team Responsibilities: Defining roles and responsibilities across multiple teams can be challenging. By integrating intake processes across all GTM functions, leaders facilitate clearer task delineation, thereby enhancing efficiency and accountability.  🔑 Consistency in Customer Experience: Consistency is the cornerstone of exceptional customer experience. Standardizing intake processes across all GTM teams guarantees that every customer interaction receives consistent attention and care, irrespective of the touchpoint or channel used. Not only that but it gives the customer a consistent place to request help no matter which team they need that help from. Take note, there are challenges to this strategy that are equally important: 1️⃣ Routing: Ensuring that tickets are routed to the appropriate system for each team is essential. We do not want teams operating out of multiple systems or things will get lost and therefore not addressed. 2️⃣ Audit: Regular auditing of incoming tickets and timely responses is crucial. If you are going to open up an intake channel for customers you need to ensure you are responding to all incoming tickets and requests.  3️⃣ Data Analysis: Periodically review the types of tickets received, understand if customers are exploring different avenues to address pain points, and identifying areas for digitization or self-service options that are vital for continually improving the customer experience. #customerintake #digitalsuccess #cxstrategy #customersuccess #innovation 

The customer journey is the most important thing to get right and the easiest thing to get wrong. Here’s the key to doing it well: The best customer journeys have two fundamental traits. • Specificity • Consistency You have to make sure your messaging speaks to a specific consumer base, then make sure that message never changes. Here’s how… Top of Funnel: Generic vs. Focused Are you speaking broadly about your product to a wide audience? Or are you speaking in a focused manner to a focused audience? The difference is crucial — The more focused your approach at the top of the funnel, the more successful the entire funnel will become. This means that your messages is focused on a single customer profile and a single theme. A Consistent Buying Experience Is the buying experience consistent throughout the customer journey? For example: If an advertisement promotes the benefits of a sweater for outdoor activities, then the product page shouldn’t include pictures of people wearing it around their home (it happens more than you think) Always ask yourself: Does the buying experience reflect the problem that the top-of-funnel messaging initially identified? Connect the Offer Does your offer actually connect with your initial message? A good offer might provide a discount that’s relevant to the initial message. A great offer is one that builds an entire package/offering to solve the problem identified in the initial messaging. Back to the example: If you buy the “outdoor recreation package” (the sweater and two other outdoor apparel items), you get a bigger discount on all three. Striking A Balance How do you maintain a balance between specificity and consistency? After all, your product probably has more than one niche target customer. The answer is simple: Build multiple specific funnels with consistent messaging. Want To Learn More? I’ll be posting more here on LinkedIn with some best practices on customer journey optimization based on the data we see coming in from thousands of FERMAT shopping experiences. Follow along if that sounds helpful 🤝

You’re researching the food scene in Puerto Vallarta on your phone one afternoon. The more you research, the more sure you are that you’re due for a trip. Why not now? Why not buy the ticket? You open a new browser tab and look up affordable flights to Mexico. You find a deal and know you’ve got to jump on it fast, so you start to fill out your information to make the ticket purchase. Then you stop. You drop your phone and open your laptop instead, and you make the purchase from there. It’s an intuitive, connected process across the two well-worn devices. Most of us have had this experience or something similar. Why do we prefer certain devices for specific activities? Understanding the differences in mobile versus desktop usability is essential for design and research teams aiming to create seamless user experiences. Let’s get into it. Mobile devices are typically used for quick interactions and on-the-go tasks. Users expect mobile interfaces to be fast, intuitive, and efficient for brief interactions, such as checking information or initiating plans. Desktops are often reserved for more complex tasks or significant decisions. Users feel they have more control and can access more comprehensive information on desktops. They are more comfortable handling extensive content, like reading legal documents or making big purchases, on a larger screen. Given these patterns, it's crucial that designs are not merely replicated across platforms. Mobile designs should prioritize speed and accessibility, allowing users to achieve their goals with minimal interaction; and desktop designs should focus on supporting more complex tasks and longer engagement. Users have come to expect this kind of cross-usage amongst their devices—it’s not a hassle to them, it’s a habit. Effective design teams integrate cross-device usability into their process, ensuring smooth transitions between mobile and desktop. This provides the continuity of experience, behavior, and motivation that users have come to build their daily decisions around. For business owners, recognizing the distinct needs of mobile and desktop users will significantly elevate product effectiveness and customer satisfaction. If you're considering mobile usability testing to refine your offerings, now is the perfect time to start.

Every B2B company needs to be putting effort into aligning their sales, marketing and customer service departments. Here’s why (and how): Despite their importance, many companies still keep these departments in silos, missing out on collaborative opportunities that can 10x your efforts for all departments. This approach results in misaligned strategies and a disjointed customer experience. A united front = a seamless buyer journey. For example, if your marketing team knows what questions customers frequently ask, they can create content to address these issues, helping the sales team close deals more effectively. 1. Improving Customer Interaction: The first touchpoint with a prospect is no longer just a sales call or customer service interaction. With the rise of social media, prospects are going to encounter your brand online first meaning each department plays its own role at different stages of the buyer's journey. One draws them in, another engages and closes the deal, and the last one ensures continued satisfaction. This baton-passing approach keeps your brand cohesive and responsive throughout the customer lifecycle. 2. How to Fill the Gaps: When different departments, such as marketing, sales, and customer service, work separately, this creates missing links in how customers experience your business. This can lead to lost sales or unhappy customers. But if you get these departments to work together, you can spot and fix these issues, making the whole buying process smoother and more profitable. A study by PWC reveals that employees foresee trust issues before they become apparent. Your employees are first-hand observers of customer interactions and business operations meaning the best leverage for your business comes from getting your teams across all departments to listen to each other to preempt and address potential challenges. Encourage collaboration and communication between departments to limit and fill any gaps. 3. Integration When marketing, sales and customer service combine their research and interactions, the business can build a tailored experience throughout the customer journey. For example, marketing can generate leads, sales can convert them and customer service can ensure their long-term satisfaction, creating a cycle of continuous engagement and loyalty. The power of your business relies on the synergy of marketing, sales and customer service. When you can implement these 3 steps to help set your pillars to work in harmony, you create a strong and unbreakable foundation for the success of your business. Each department holds a piece of the puzzle - marketing attracts and informs, sales converts, and customer service nurtures and retains. Remember, your business is a single entity in the eyes of the customer, and this unified front internally will help you set yourself apart in today's business environment. #salesandmarketing #salesandmarketingalignment #digitalmarketingtips

🤷♀️To me, the term 'handoff' is fundamentally flawed. It suggests a disjointed transfer from one department to another within an organization. But should our customers ever feel like they're being shuttled between silos? Absolutely not. 🚫 Handoffs can create friction, lead to potential lost deals, and breed frustration internally and externally. #RevOps leaders, its time to do something about it if you haven't already! 🔍 Identifying & Refining Handoff Points: We need to take a hard look at our processes. Where do these handoffs occur? Is it a smooth experience? It's not just about people; it involves processes and #RevTech. 🤝 Collaboration is Key: You must align people, processes, and technology, regardless of organizational silos or reporting lines. In a #RevenueOperations role, your responsibility is to streamline these transitions. 🚮 DUMP the Term 'Handoff': The term 'Handoff' implies a passing of responsibility, which is not conducive to a seamless customer journey. This applies across all functions, from #marketing to #sales, sales to professional services, to #CS, etc. We need to foster a smooth process where teams collaborate to create a singular #CustomerExperience. 💡 Process, People, Systems: It's essential to integrate these three critical aspects! Our goal should be to offer our customers a cohesive experience, making them feel valued and understood, rather than being 'handed off' from one point to another. I’d love to hear your thoughts on this. How do you manage customer transitions in your organization? #CustomerExperience #RevenueOperations #Collaboration #BusinessStrategy #SaaS #MarketingOps #CSOps #SalesOps #SalesOperations #RevenueTechnology Revenue Operations Alliance 🎥📺🎥📺 👇👇👇

And…the Number 1 Reason Your Marketing Sucks: Ignoring an Omni-Channel Strategy in Marketing In today's hyper-connected era, consumers move fluidly across a multitude of channels, from the digital touchpoints of social media and email to the physical realm of in-store experiences. This seamless transition between platforms demands an equally seamless marketing approach—an omni-channel strategy that ensures brand consistency and engagement at every turn. Yet, businesses that fail to adopt this holistic view risk delivering fragmented and disjointed brand experiences, significantly undermining their marketing efforts. The Fallout of a Fragmented Approach 1️⃣ Inconsistent Brand Experience: Without a unified strategy, your brand may appear as a chameleon, changing its colors with every channel. This inconsistency can confuse and alienate customers, diluting brand identity and loyalty. 2️⃣ Missed Engagement Opportunities: Customers expect personalized interactions across all touchpoints. A lack of omni-channel strategy means missing out on opportunities to engage customers with tailored messages, offers, and experiences. 3️⃣ Efficiency Losses: Operating in silos for each channel not only complicates internal processes but also leads to a waste of resources, as efforts are duplicated and opportunities for synergy are overlooked. Signs You’re Lacking an Omni-Channel Approach 🛑 Your customers receive mixed messages and promotions depending on the channel. 🛑 There’s no unified view of customer interactions across different platforms, leading to disjointed customer service experiences. 🛑 Your marketing efforts feel more like isolated tactics rather than a cohesive strategy. Building a Connected Omni-Channel Strategy ✅ Customer Journey Mapping: Start by understanding your customer's journey from discovery to purchase and beyond. Identify key touchpoints and ensure your brand voice and messaging are consistent across all. ✅ Data Integration: Leverage technology to integrate customer data from various channels,  providing a comprehensive view that allows for more personalized and timely interactions. ✅ Cross-Channel Synergy: Plan campaigns that span multiple channels, ensuring that each platform plays to its strengths while contributing to a unified brand story. The Power of Being Everywhere, Seamlessly An omni-channel strategy isn't just about being present on all platforms; it's about creating a cohesive, integrated experience for your audience. In doing so, your brand becomes a familiar, trusted presence that can guide the customer from initial interest to loyal advocacy without missing a beat. If you find your marketing efforts are falling short of expectations, it might be time to consider whether a disjointed approach is to blame. Let’s talk about crafting an omni-channel strategy that propels your brand to new heights. #OmniChannelMarketing #BrandConsistency #CustomerEngagement #IntegratedMarketing #DigitalStrategy

The 'omnichannel' myth: Businesses say they give customers a seamless "omnichannel" experience. (the customer has the same experience on the website, phone, in the store, and everywhere else) But for most businesses, this is not true. The different channels often feel disconnected. The website, app, phone reps, and stores don't match up. The result? Customers become frustrated and go elsewhere. One reason is that companies try to tack on new digital channels to old systems. And it doesn't work because the systems can't effectively talk to each other. To give a seamless omnichannel experience, companies need to make bigger changes. You see, it's less about the channels themselves. It is more about focusing on the CX across the company. This means breaking down walls between teams and bringing data together. And connecting processes and technology across channels. Here's an example: A customer buys a product on a company's website. But when they go to return it in-store, the store doesn't have the purchase record. The website team and store team don't share data. To focus on customer experience, the company needs to break down walls and connect data across teams and channels. This allows the store to see the website purchase and better help the customer. So, rather than chasing the myth of omnichannel CX, focus on the basics: Know your customer. Empower employees. Connect experiences. And deliver consistently at the moments that matter most to customers. Do you agree or disagree? Let me know. P.S. - Get some value? Follow me for daily posts.

🛍️ Mastering the Dynamic Landscape of Omnichannel Retail in 2023 🌐 In a world where digital and brick-and-mortar converge, omnichannel retail is a necessity. 🚀 Harvard Business Review notes 73% of shoppers desire brand engagements across multiple channels, signaling a retail revolution. 📊 Inventory Visibility:  - Effective inventory management thrives on real-time data, offering a clear view of stock levels.  - Shoppers increasingly validate online inventory before venturing to physical stores. 🛍️ Seamless Shopping Experience:  - 96% of retail executives emphasize seamless customer experiences.  - Success hinges on impeccable inventory availability, aligning products with customer expectations. 🏬 E-commerce to Brick-and-Mortar:  - Despite digital growth, 54% of consumers favor in-store experiences.  - Brands bolster physical retail presence, recognizing the timeless allure of brick-and-mortar. 🛒 BOPIS (Buy Online Pick-Up In Store):  - BOPIS propels store visits with an 85% conversion rate for additional in-store purchases.  - Retailers incentivize BOPIS with discounts, underlining its pivotal role in driving sales. 🔄 BORIS (Buy Online, Return In-Store):  - In-person returns boost subsequent purchases by 47%.  - Aligning with the quest for a seamless omnichannel experience, this trend gains prominence. 💼 Personalization:  - Omnichannel personalization, fueled by data synthesis, navigates strategic decision-making.  - Point-of-sale system integration provides a holistic customer view, amplifying personalization. 🌐 Supply Chain Collaboration:  - 68% of retail executives foresee supply chain disruptions impacting growth.  - Enhanced coordination within the supply chain is critical for optimizing product flow. 🤖 Automation:  - Automation elevates the customer experience, with chatbots enhancing support services.  - A 25% increase in planning efficiency is observed, particularly in demand planning. 🤝 Customer Expectations: Consistency, Speed, and Stock Availability:  - 90% of customers expect consistent interactions across all channels.  - Meeting expectations, including 2-to-3 day shipping, cements customer satisfaction. 🚀 Digital Transformation:  - Technological integration ensures a uniform inventory view.  - Technology-driven transformations enhance efficiency and accuracy. In a retail landscape where adaptability is key, embracing these trends is a strategic imperative. Traversing the omnichannel terrain, one thing is clear: meeting customer expectations through seamless experiences and sustainability is the pathway to prosperity. 🚀 #OmnichannelRetail #RetailRevolution #SupplyChain #CustomerExperience #SustainabilityInRetail

𝐓𝐡𝐞 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐉𝐨𝐮𝐫𝐧𝐞𝐲 𝐋𝐞𝐚𝐝𝐬 𝐭𝐨 𝐘𝐨𝐮𝐫 𝐒𝐮𝐜𝐜𝐞𝐬𝐬   The path to success can be challenging and rewarding, whether climbing a mountain peak or scaling your customer base.   To grow your business, you want customers to remain long, embrace upsells, and refer new business. To profit, you want to avoid wasting time or money.   Optimizing the customer experience increases your chances of success.   This post covers potentially harmful issues and ways to improve. Let's grow!     𝗧𝗵𝗲 𝗣𝗿𝗼𝗯𝗹𝗲𝗺𝘀   The customer journey at a high level: Branding ➡️ Marketing ➡️ Sales ➡️ Onboarding ➡️ Support ➡️ Growth   At each stage, determine the best customer experience and transitions.   You may not think all these steps are necessary e.g. does a mobile app need onboarding? Well, if someone cannot use it immediately, they may leave.   Also, when customers face a discrepancy between their expectations and reality, it can cause problems even if the quality is good.     𝗧𝗵𝗲 𝗜𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁𝘀   𝘖𝘣𝘫𝘦𝘤𝘵𝘪𝘷𝘦𝘴 – Define success in simple, clear terms.   “𝑭𝒆𝒘 𝒕𝒉𝒊𝒏𝒈𝒔, 𝒃𝒆𝒕𝒕𝒆𝒓 𝒕𝒉𝒊𝒏𝒈𝒔.” – Steve Jobs   By concentrating on only highly impactful ideas, Apple customers expect high quality and innovation and willingly pay a premium for new products.   Level up: Announce success stories about customers, such as designing a new feature or delighting a customer. These stories inspire commitment.     𝘍𝘪𝘭𝘵𝘦𝘳𝘴 – Strategically determine the Ideal Customer Profile (ICP) based on consumer or company demographics.   Level up: Focus marketing and sales on ICP targets. This approach optimizes your resources and ultimately benefits both you and your customers.     𝘊𝘰𝘯𝘵𝘦𝘯𝘵 – People learn differently, so offer videos, illustrations, and messaging to share the optimum experience.   Level up: Share case studies and promote other customers' successes to reinforce your value.     𝘙𝘦𝘴𝘱𝘰𝘯𝘴𝘪𝘣𝘪𝘭𝘪𝘵𝘪𝘦𝘴 – Startups often benefit from loosely defined roles. However, a lack of accountability at each step may result in a bad customer journey.   Level up: Assign ownership for each responsibility and establish best practices for transitions and overall success.     𝘚𝘶𝘱𝘱𝘰𝘳𝘵 – When someone becomes a customer, explain how to get support and offer suggestions since users often share valuable insights.   Level up: Fight fires AND fireproof. After you extinguish the flames, prompt ways to prevent future blazes, saving time and money in the long run.     𝘔𝘦𝘵𝘳𝘪𝘤𝘴 – Startups typically measure a range of financial indicators. However, customer success affects revenues and profitability.   Level up: Align customer success with team and individual performance by measuring churn and user engagement then collaborating on improvements.     Appreciate the impact of the customer journey on long-term success since revenues and scalability depend on efficiency and retention.   #leaders #founder #adapt #startups