Your customers are your source of competitive advantage

24 Nov 2017
In today’s competitive marketplace, gaining traction and connecting deeply with customers – both new and existing – has become a monumental challenge. Finding new ways to cut through the clutter and create meaningful relevance that speaks to their needs is essential.

Forward-looking companies are reinventing the way they operate by putting the customer at the centre of their service design and delivery. Sounds easy, but if you are truly committed to this concept, you’ll take time to read this and understand how you can achieve that connection well ahead of everyone else who’s chasing the same goal.

Deeply understanding the experience of the client with your product helps in creating engagement on levels that matter to them. This connection provides critical insights that can increase satisfaction and make these customers disciples for your business in their like-minded communities.

There seem to be infinite approaches to this idea in today’s digital world that are extremely powerful and used to affect these connections; but they are often shrouded in a sea of mystery and buzz-words like – agile, lean, UXD (User Experience Design), CXD (Customer Experience Design), human-centred design and so on.

Komosion is committed to helping lift that shroud for our clients and help you to understand the experience of your customers in ways that can redefine your business. Customer Journey Mapping is based on the notion that the map should be a brilliant way of communicating information about how your customers are engaging with your product in ways that can be easily understood.

Customer Journey Mapping is a technique that has been used with great success across a number of sectors, achieving incredible results and delivering improved ROI on their business activities. This process, and the results achieved, have been recently recognised by the Australian Marketing Institute, with Komosion nominated as a finalist for their AMI Awards under the Consumer Insights category for work done with Victoria University.

By spending time understanding the wants and needs of key VU student cohorts – including their pain points and positive experiences – Komosion uncovered simple yet profound insights and related opportunities, informing projects that saw an $8 million reduction in student churn.

In the university sector, Komosion has also been commissioned by LaTrobe University and Australian Catholic University to map engagement with their applicants and students across the student life cycle by developing an experience strategy to enhance interactions, optimise student satisfaction, and maximising conversion and retention rates.
Komosion has worked for more than three years as a Strategic Consultant to Flight Centre helping the company transform from an agent of travel into a world class, customer centric retailer that much better understands its customers and their needs.

Our work involved a full review and redesign of a wide range of its marketing and business operations, including its digital channels and in-store experience.

Their mapping of the customer journey through engaging with Flight Centre’s services and infrastructure clearly outlined where they needed to adjust their interactions to derive maximum revenue and allow for a superior customer experience in the process.

This process has reinvented Flight Centre’s business and has seen them achieve market leadership in the wholesale and retail travel product market.

More recently, as part of its dedicated podcast series, Komosion interviewed Harriet Wakelam, Director of Human Centred Design at IAG. This insurance giant has been a real leader in the value of customer journey mapping and Komosion interviewed her to share her insights in this space.

The value of mapping your customer’s experience is best summed up by Ms Wakelam, who notes they learnt some critical lessons from the experience – including the need to ask simple but great questions: How do people do things? Why do they do them? How do you design great customer experiences?

She also learnt that great transformations come from collaboration with a variety of people – especially potential customers. “Real people create real ideas,” she says.

An acknowledged industry leader in this sphere, Wakelam adds useful insight to the effective use of Customer Journey Mapping….

“A customer journey map is a benchmarking tool,” she says.

“It helps us to understand drivers, where we might move and where we might apply effort. It’s a prioritisation tool and, even more importantly, it’s a tool to help bring a strategy to life from a customer perspective.”

Wakelam sees the opportunity to combine such journey mapping with data (to confirm priorities) and design (to help communicate and facilitate change) as the essential disciplines of modern strategic management.

“Strategy needs to be experiential. How do we use design to frame problems and turn them into things people can understand?

“For me, the very first thing is to use data to help an organisation understand where to focus.

“A journey map is a tool that shows us what is a priority for our customers … it shows us the world as it is, the world as it could be and maps a pathway to get there.

“But we need to work with the data to understand what, then, is the value to the business and model how big is the opportunity and where to put our focus,” Wakelam concludes.

If you would like to learn more about how Customer Journey Mapping we’d love to share our insights in this space and learn more about your business needs.