This presentation made by CRMIT (http://www.crmit.com/) talks about an important aspect in CEM : Customer Experience Management, that is "Customer Journey". It describes what Customer Journey is, various steps involved in a sample business case and how to use this in your business scenario

1. Customer Experience Management:
Customer Journey
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2. Agenda
Customer Pharmacy Touch Points
Experience Shop
Example
One Size Does References Contact
Industry Verticals Information
Not Fit All
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3. Customer Experience
• Is it the interaction between Organization &
Customers?
– Much more than just a rational experience
– How you interact with your customer?
– What are your delivery time scales?
– How quickly you answer your customer calls etc.,
• Customer Experience depends on:
– How the customer journey was
– How (s)he feels after each interaction
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4. Example : Pharmacy Shop
• When you go to a pharmacy shop, What are the things
that catch your attention?
– Signboard
– Shop’s Door
– Interior
– Counter Staff
– Payment Methods / Procedure
– Packing
– After Sales Service
– …
• These are called “Touch Points”
– Businesses may have 1 to 1000+ touch points with their
customers
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5. Few Touchpoints : Door
• A door may be clean, dirty, transparent or may
have an advertisement on it
• Catches the attention of your customers and
encourages them to shop from your store
• Kind of advertisement may pull customers or
drive them away
– Example: A pharmacy shop may have advertisements
with happy faces / family pictures : good impression
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6. Few Touchpoints : People
• How your staff behind the counter handle the
customers?
• Are they attending customers properly?
• Are they making customers wait for too long?
• Is their response fast enough to make
customer’s experience pleasant?
• Observe, and ask more questions
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7. Few Touchpoints : After Sales Service
• Example:
– A diabetic patient visits your pharmacy regularly
– You may remind him after a certain interval about
restocking his medicines or may be his diabetes
vaccinations
• Look for opportunities to pleasantly surprise
your customer
– Unique experiences score better
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8. One Size Does Not Fit All
• The journey described here is
just a sample
– It may look too simple /
uncomplicated for a pharmacy
shop
– For your business, there might be
multiple steps involved which
may need very complex
processing / systems / software /
manpower etc.,
• Those tools are secondary,
really
– The important part is that
customer journey and customer
experience should always be the
top priorities for any business
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9. References
• Refer to our blog article on the same topic :
http://blog.crmit.com/?p=755
• Picture Courtesy:
– http://www.flickr.com/photos/aidan_jones/3575000735/
– http://www.flickr.com/photos/rnav/350211514/
– http://www.flickr.com/photos/petereed/128052545/
– http://www.flickr.com/photos/geodesic/80994168/
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10. Contact Information
Email : contact@crmit.com
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