When Phase 1 opened in 2002, it was kitted out with Escalators, as you would expect traveling 30+ metres underground.
But there had never been any Escalators in the entire city of Delhi before (apart from the International Airport).
Getting people ON and OFF the Escalators was a HUGE challenge which required a lot of assistance, education, patience, and discipline. They’ve even developed a unique ‘sari guard’ feature that side tracks loose clothing like saris of ladies from getting trapped in the escalator.
This simple, yet huge Psychological Barrier, was overlooked at every stage. It’s not really surprising based on the scale and complexity of the project. But seems obvious now, right?
So, what about YOUR Customer Experience and Journey?
Are there any ‘Psychological Barriers’ or other ‘Obvious’ Gaps that you may have overlooked or simply missed?
You’ll be surprised….
Every time a customer contacts your organisation or your representatives, there is an opportunity for a customer “moment of truth”.
These “moments of truth” are opportunities for you to make a good or bad impression on your prospect or customer…and these are key moments in your customer journey.
Some of you will have sat in one of my CX (Customer Experience) Workshops – a hands-on approach to identifying the ‘Four I’s’ in your business:
- Insights – do you have a clear understanding of the needs of your customers (and prospects)?
- Impact – do you have a clear focus on the resulting business value?
- Issues/Opportunities – do you know what’s getting in the way, or could be improved, in order to meet these needs of your customers?
- Innovate – have you, or can you, design solutions that deliver both customer and organisational value?
I am surprised and shocked at so many businesses that I come across that haven’t truly mapped out their Customer Journey.
A Customer Journey Map visually illustrates your customers’ processes, needs, and perceptions throughout their interaction and relationship with you. By undertaking this process, you will be able to:
- Understand and diagnose experiences as a team.
- Design or redesign experiences – these can be existing experiences or new ones.
- Implement across your business as blue prints.
- Communicate and train your teams.
When I run a Customer Journey Workshop, the feedback I always get is one, or a combination, of:
I’ve never considered my customer as playing a defined role in my business
I had no idea of all the things my customer comes into direct contact with along the journey
I’ve never fully considered the emotional feelings of my customers; only them buying for a ‘moment’
I didn’t realise the third party we use for X, directly influences the experience of my customer so much
We’ve wasted so much time on supporting people and things that my customer doesn’t even interact with along the journey
I had no idea that introducing a reduced refund rate would have so much of positive impact on the experience of my customers – and on my bottom line!
Our brand is all about ‘meaningful experiences’ but in reality, we’re only operating at a useful and functional level.
What a fun team work exercise
You may not be building an entire underground system, but these principles are just as important to your success whatever the size, type or age of your business – attitudes drive behaviours, and experiences influence attitudes.
And the best way to get started is to think about one of your actual customers and map it out with them in person – so you get what the customer is really thinking during each moment and in their OWN words.
So, this week I challenge you to get that customer session booked in with that star client and make sure you’ve got plenty of white boards and Post-It Notes to the ready to start filling the gaps in your customer journey.