Modern life is incredibly complex, rich and varied. This is so true today in the journey your customers take in dealing with your business. Nothing is simple! So many journeys, so many steps, so many touch points, so many systems – your customer relationship lifecycle is a complex ecosystem within a vastly more complex web of interactions and decisions.

Think of it as commercial Darwinism, not so ‘red in tooth and claw’, but equally unforgiving of the business that does not understand and rapidly adapt processes to meet customer requirements.

In nature it is difficult to predict which inheritable trait will allow an organism to evolve successfully. Similarly, in business, it is impossible to have a complete and accurate image of every customer relationship lifecycle and every individual customer journey, in mind. This is why we developed the mapping function in EVOLVER. Think of it as part one of two, in the trait that keeps you fit to compete for customer attention.

STAY FIT – DISCOVER CUSTOMER JOURNEYS 

A prerequisite to stay fit is to discover journey of your customers by constantly observing their jobs – holistic or partial workarounds – they attempt to get what they want. When you have an accurate MAP of the typical customer journey lifecycle, you also have an accurate guide to the ‘hotspots’. These are the places where the customer’s experience is more engaging, frustrating or even repellent. Only when you know the hotspots can you adapt your capabilities and processes to smooth out your customer journey and better meet their expectations. ADAPTING is part two of two, of the traits for thriving in business.

Business’ need to adapt is constant owing to constantly evolving customer expectations. Evolver is the tool that gives you this winning edge. It has linking, tagging and filtering features to give you the understanding how your typical customer interacts with your business in the identified Customer Lifecycles.

ADAPTABILITY

Customer Journeys are the blueprints for delivering the customer experiences relationship for each type of your customer. They are design and architecture tools that give, phase by phase, pictures of a customer’s interactions with your organization. Mapping these interactions in Evolver provide insight about how customers are engaged through different channels, touch points and what services and products are they using and what capabilities are delivering the value experience. They open up the possible alternate channels – from the Internet to Retail stores or Call Centers, and describe the experiences within each. Shared understanding and images, between teams and departments is the key to adapting and thriving.

They describe the processes that you need to understand, but the customer never sees. Integrated IT systems are the classic example of processes that need to be in synchronized with matrix style working. The resulting adaptation is a process that enables enhanced customer experience. And simultaneously giving detailed build specifications to each of the various stakeholder teams in your business.

HOW EVOLVER HELPS

EVOLVER makes mapping the entire journey easy with few taps. In the picture above, shopping journey stages are mapped to various touch points; touch points are mapped to services and services to organizational capabilities that deliver the customer experiences.

Evolver also offers a way to compare two different states of customer journey maps showing the gap and opportunities for improvement.

Customer Journey mapping is one trait that gives businesses the fitness edge for surviving and thriving in the modern competitive environment. Together they provide the understanding and the adaptability to enhance customer engagement and create value for customers continuously.

Customer stages mapped to touchpoints , services and capabilities delivering the experience

Customer stages mapped to touchpoints , services and capabilities delivering the experience

Evolver also offers a way to compare two different states of customer journey maps showing the gap and opportunities for improvement. 

Journey map current and future state are compared depicting gaps and opportunity for improvement .

Journey map current and future state are compared depicting gaps and opportunity for improvement .

Customer Journey mapping  are the inheritable trait that give businesses the fitness edge for thriving in the modern competitive environment. Together they provide the understanding and the adaptability to enhance customer engagement and create value continuously.

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