typically sell, serve and market to customers without a coordinated enterprise-wide plan or approach. Individual program and product successes or failures are not
properly assessed among all enterprise efforts. sales, marketing and customer service do not have the proper tools to effectively
evaluate and measure the total customer experience across the enterprise.
Current Approaches and Solutions
and other technology methodologies have been extremely disappointing. We have all read by now that CRM implementations have
resulted in an 80% failure rate. Not surprising. CRM software solutions address customer data issues and not
customer relationships. In addition, current assessments of customer programs
do not incorporate best practices that consider cost, timing and effectiveness on an enterprise level.
Customer Experience ChartingTMApproach
& Associates has developed a methodology to help clients analyze and understand their total customer experience.
The core techniques are "process mapping" and "workflow analysis" applied to how a customer interacts with an organization. Our
approach produces a picture of the that experience called Customer
Customer Experience ChartingTM
each touch point that a customer experiences when they interact with your organization. Interaction can include selected or
all points of contact (i.e. mail, advertising, store merchandizing, etc.) Touch points are identified and evaluated using
current organization and industry best practice results. These touch points can be re-evaluated against the objectives by
the enterprise. Hence, producing a "Customer Gap Analysis".
Customer Experience ChartingTM Sample Benefits
a framework for identifying and measuring the
total customer experience
customer programs and activities throughout the
performance improvement actions for
· Suggests new programs and activities based on best practices
for better cross functional coordination among any
department or division focused on the customer