Customer Journey Mapping
Ipsos captures detailed customer experience ‘moments’ throughout a specified journey to create maps that overlay attitudes and behaviour. These maps guide customer experience improvement and tracking research revision.
How do you gain an objective understanding of your customer experience from beginning to end?
Which points in your customer journey are the most critical?
How do you identify your customers’ pain points and what can you do to improve them?
Ipsos Loyalty is the leader in the field of practical application of customer journey mapping. We conduct stakeholder, customer and front-line interviews using ‘gap analysis’ to identify critical ‘moments of truth’. Mapping the customer journey provides our clients with a complete overview of the customer experience.
A large retail chain needed a better understanding of the pain points as well as the opportunities to delight in their customer journey. We mapped out the critical events using a combination of extended in-depth interviews, accompanied shops (ethnography) and interviews with customers and front-line employees. A complex journey was turned in to a simple message for employees about the key indicators for success.
A financial regulatory authority sought to understand how consumers navigate through different bodies within the ‘regulatory family’. Following deep-dive interviews, customers built maps of their journeys. Elements of the ‘experience’ were captured on film, bringing the consumer journeys to life in the debrief workshops. Our client established how to improve relationships with other regulatory bodies as well as identifying some quick wins that were actioned immediately.
A fuel and convenience store client said: “We had never identified our Ideal Customer Experience and without this, we were measuring (and training for) the wrong things”. Ipsos mapped out the customer journey and identified four key ingredients for success. Performance on these four aspects was tracked at store level and managers incentivised accordingly which lead to an improvement in overall customer satisfaction.
[WEBINAR] Best-in-Class Customer Experience Culture: A 4-Stage Framework
We see success when organisations do a good job of translating their CX vision into a reality. But how do successful companies make that happen? On May 12, join us for a complimentary webinar as we detail our four-stage conceptual framework designed to help point you in the right direction in terms of program design.
New Brand-Building Direction for Insurance Industry
In face of this fast-information-spreading world and fast development of different channels, insurance companies should make more effort to build distinctive brand image in a comprehensive way. To strengthen delivered brand image, insurance companies should pay more attention to the moment that customers interact with insurance companies.
HR Leaders Crucial to Organisational Transformation
New research considers the role of HR leaders in driving business transformation. HR leaders are the crucial drivers of transformation in UK businesses through their roles of promoting devolved decision making, employee engagement and collaboration, finds new research from Ipsos and Cirrus.
Leadership Connections 2017: HR Driving Business Transformation
Is your organisation currently going through transformation? The answer from the clear majority of HR leaders we spoke to was an emphatic ‘yes’. And the few who said they weren’t currently in a period of actual transformation did feel they were evolving or changing in some way.