How do you coordinate a successful customer journey across multiple business units?
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VP, Marketing5 months ago
Journey mapping is fundamental to ensure you understand all the touchpoints across each of the various departments and how that would impact the customer journey. Working cross functionally with open and transparent communication is key here. Everyone has to be aligned as your brand is interacted with at each of these touchpoints, so consistency and collaboration here is very important. Data collected from each department as well as insights should be shared across departments to ensure that alignment is continuous and that each function is taking learnings and applying them. Our approach is a clear roadmap. Understanding customer needs, developing personalized communication and plan, staying connected and accessible, gathering feedback, monitoring performance, and continuous improvement. And repeat.5 months ago
A lot of this is manual, but I believe that Marketing, as the client advocate, should take the lead and work with all of the groups. This includes the operational group, the financial Group, and the service lines. The aim is to really understand the customer journey and how it interacts with the different business units. We need to understand where we're all touching and how that makes the customer journey successful or where it might break down.For instance, one area might be billing. Maybe customers are not receiving their bills in a timely manner or they're not getting consolidated billing. These are the questions that the clients are looking to us to solve for. We want to make it easy to do business with us, no matter what kind of business they are, no matter what kind of client they are, and no matter what part of the journey they're on.