EASE Customer Journey, 2023
Experience the journey behind crafting exceptional customer experiences! From meticulous customer segmentation and identification to the execution of inbound and outbound marketing tactics, I specialize in mapping the customer journey through every interaction and stage of the funnel.
As a company deeply rooted in and known for it's customer service and customer-centric approach, developing a comprehensive and unique customer journey was paramount. By mapping out and identifying the stages, touchpoints, and overall journey our ideal customer takes, we were able to strategically align our efforts, enhance their experiences, and ultimately build stronger, lasting, more profitable relationships.
Each stage of the EASE customer journey, from initial awareness to post-purchase support, was defined by a set of key components meant to guide strategic decision-making and enhance customer experiences. Goals and objectives, touchpoints, qualifiers, channel strategies, metrics, and internal processes all played a role in shaping our customer interactions. The customer journey framework not only empowered us to meet customer needs more effectively but also drove business growth and fostered long-term loyalty.
As a key leader behind this initiative, I took on the responsibility of training new and existing employees, ensuring everyone was equipped to deliver exceptional experiences at every touchpoint.
Rolling out the customer journey framework to our internal stakeholders and employees was a pivotal moment. It became the cornerstone of our work and brand, guiding our interactions with customers.
We launched the program internally with a month-long campaign designed to engage and excite employees. This campaign introduced, put into practice, and ingrained the concepts, KPIs, collateral, and supportive assets of the customer journey. This approach guaranteed that all employees and team members were aligned with our customer-centric vision and approach.
Recognizing that the customer journey is a dynamic process, we've embraced the concept of continuous improvement. As our solutions, customer needs, preferences, and behaviors evolved, so did our approach. By constantly evaluating and refining our strategies, we ensured our customer experience remained relevant and impactful, solidifying our position as a trusted partner.
See below the EASE Customer Journey Poster, one part of a larger customer journey project initiative and the product of 6-months of research, stakeholder interviews, analysis, workshops, and cross-functional strategic development.
Key Components Outlined
Goals and Objectives: (Ours and Theirs) what is the customer or prospect trying to accomplish at each stage? Based on the customer's goals and objectives, what are your goals and objectives at each stage? Whether it's gathering information, making a decision, or seeking support, each stage has a defined purpose.
Touchpoints: Identify and define how you intend to interact and push the customer further through the journey. While this can vary from department to department, every touchpoint, interaction, and experience should be intentional and carefully considered.
Qualifiers: What action, qualifiers, or triggers determine if/when the customer has evolved to the next stage of the journey?
Channel, Messaging, Content: Tailored messaging, content, and resources should align with the customer's needs and preferences at each stage. Determine the most appropriate channels and platforms to engage with the customer.
Metrics/KPIs: As part of the EASE customer journey we defined department-based KPIs. These metrics and KPIs were used to measure the effectiveness of customer interactions and track progress through the journey.
Internal Processes and Resources: We ensured that internal processes and resources were aligned to support seamless customer interactions and delivered/exceeded customer expectations at each stage.
EASE Logistics: Innovative logistics and supply chain solutions provider (3PL & 4PL, asset owned), specializing in freight and transportation management services, with annual revenue of $350 million and 250 employees, and both hyper-local and national market presence.
Customer Journey Mapping | Customer Experience | Content Creation | Sales Enablement | Account Marketing | Communication Strategy | Market Research, Positioning | Demand Generation | Internal Communications & Marketing | Cross-Functional Leadership | Program Development, Execution | Inbound & Outbound Marketing Strategy | Internal Marketing | Education & Training | Continuous Improvements