Above and Beyond
The Customer Journey
We all refer to “customer service” in our daily lives, both as a customer and a service provider.
We regularly reference examples of good or bad service, but when we go beneath the initial contact point, what is that we, as customers, are expecting?
What we refer to as customer service is just the beginning.
Our customers need to know that they are supported and valued throughout
every interaction they have with us.
This is The Customer Experience.
Often, we use the terms "customer service" and "customer experience"
interchangeably, but we need to understand that they represent different aspects
of a customer's relationship with us.
Above and Beyond dives deep into the customer experience and the customer journey, both of which are crucial for effectively managing and improving
how customers perceive and interact with a brand.
What is Customer Service?
Customer Service is a component of customer experience. It deals with specific interactions focused on support and problem resolution.
Customer Experience covers the entire journey and all interactions with the brand, including customer service.
Customer Service focuses on immediate needs and specific issues.
Customer Experience aims to create a positive, seamless, and memorable overall journey.
Customer experience looks at the whole journey of a client and their relationship with you and your brand.
Fundamentally, your aim is to create a positive, consistent, and memorable overall impression.
It is absolutely crucial for building customer loyalty and achieving business success.
The customer journey is the complete experience, every interaction and every touchpoint that your client encounters throughout their relationship with you.
Customer Service breaks down into five stages:
Awareness: The customer becomes aware of the product or service.
Interest: The customer starts considering the product or service as a solution to their needs or problems.
Purchase: The customer makes a purchase decision.
Retention: Post-purchase, the focus shifts toward retaining the customer through excellent customer service, quality products and ongoing engagement.
Advocacy: Satisfied customers become advocates for the brand, sharing their positive experiences with others.
OK, so we understand that the customer experience means more than just a friendly voice on a phone or the speedy shipping of your order.
In fact, research has shown that customer-centric companies are 60% more profitable than companies not focused on the customers.
In contrast, neglecting customer experience can very quickly result in
losing customers and negative reviews, which, as we all know, will hit
the bottom line in no time.
The importance of customer experience goes beyond immediate sales, you need
to see it as an asset.
An asset that differentiates your brand and leads to sustainable growth.
But how do we become adept at managing this journey?
How can we ensure that our customers have a positive experience with us?
How can we ensure we think of our customer’s pain points first?
How do we measure our service, ensuring we continuously improve?
Above and Beyond is the perfect tool for you to nail your approach
to creating a seamless customer experience. This would be perfect for you if you are:
A business owners or entrepreneur looking to set your business apart in a competitive market. This course is perfect for those who want to build strong, lasting relationships with their customers and drive sustainable growth.
A managers or customer service leaders looking to enhance your team's skills in managing customer interactions and feedback, ensuring every customer leaves satisfied and
ready to return.
Above and Beyond is divided into three main modules with accompanying workbooks,
each focusing on a crucial aspect of customer experience management.
Created to work together, they provide an in depth yet easy to follow approach to
understanding, designing, and optimising every touchpoint of the customer journey.
Module 1: Creating Exceptional Customer Experiences
Introduction to Customer Experience
What is Customer Experience (CX)?
Importance of CX in business growth
Overview of CX vs. Customer Service
Understanding Your Customer
Developing customer personas
Customer journey mapping
Tools to gather customer insights
Designing the Customer Experience
Principles of service design
Creating memorable touch-points
Utilising technology to enhance CX
Delivering and Managing Customer Experiences
Training for exceptional service
Operationalising customer feedback
Case studies of successful CX strategies
Measuring Customer Experience
Key CX metrics (NPS, CSAT, CES)
Setting up feedback loops
Analysing and acting on feedback
Module 2: Customer Journey Mapping
Introduction to Customer Journey Mapping
Definition and importance of customer journey maps
Benefits of a detailed customer journey map
Key components: Customer personas, journey phases, touchpoints, pain
points, and emotional states
Creating Your First Customer Journey Map
Methods for collecting customer feedback
and data
Using analytics tools
to gather data on customer behaviour
Step-by-step guide to creating a basic
customer journey map
Tips on visualising customer interactions and flows
Analysing and Optimising the Customer Journey
Techniques for
identifying pain points and opportunities
Understanding and aligning customer expectations with business goals
Prioritising customer experience initiatives based on impact and feasibility
Using customer feedback to validate assumptions
Module 3: Resolving Customer Issues
Understanding and Handling Customer Complaints
The role of complaints
in business improvement
Managing emotional responses to complaints
Effective initial responses to build trust and empathy
Solving Problems and Communicating Solutions
Identifying root causes and deciding on appropriate remedies
Crafting clear and professional responses
Effective follow-up to ensure resolution and satisfaction
Leveraging Feedback for Business Improvement
Simple methods for collecting and categorising customer feedback
Strategies for making operational changes based on feedback
Using feedback strategically to guide business decisions and innovation
Building customer loyalty through effective feedback management
By the end of this comprehensive course, you will be ready to:
Design and Deliver Exceptional Customer Experiences: Create a customer-centric culture
within your organisation that consistently exceeds customer expectations.
Map Your Customer Journey:
Visualise your customers' experiences from initial awareness through post-purchase support, identifying key touchpoints and areas for improvement.
Handle Customer Complaints Effectively: Develop skills to manage and resolve customer complaints, turning negative experiences into positive outcomes.
Leverage Customer Feedback for Growth: Implement systems to collect, analyse, and act
on customer feedback, driving continuous improvement and innovation.
Understanding the customer journey is crucial in improving the overall customer experience.
By identifying your client’s pain points, you’ll improve customer satisfaction while building
stronger relationships with your customers.
By mapping out your customers’ journey, you will be clearer on your marketing strategies,
deliver better service, and ultimately drive growth and profitability.
Every step of a robust and effectively managed customer journey builds loyalty and helps with retention and turns your customers into your best asset!
Meet Debbie
Debbie is a certified business strategist who can identify
and develop workable, resilient strategies.
Debbie Mentors and Coaches individuals, teams and businesses
at all stages, and of all sizes, making her the ideal Strategist
who can support you flourish.
Debbie successfully established and managed several
businesses over the past 35 years, in addition to 24 years in Further Education, leading on courses aligned to employment and market needs were strategic to her senior management role.
Her passion for developing, coaching and supporting others progress she now Mentors, Coaches and delivers training in various FE colleges as well as clients with TBSC.
With strong links to the current education and employment landscape, continued understanding of business
growth and sustainability, this makes her the ideal Business
Strategist to support you.
Your success is a call away.
