With the surge in data gathering over the past decade, organizations are now collecting enormous amounts of data, managing countless documents and assets, and engaging with individuals via numerous touchpoints. This frequently results in complex systems that can be difficult and time-consuming to navigate. The typical customer journey crosses multiple departments, teams, and touchpoints, and individuals want to be able to move freely and easily between them.
However, internal organizations and structures have often been slow to catch up with this fundamental shift. Operational silos often disrupt the flow of information, resulting in inconsistent and frustrating experiences for customers and inefficiencies in processes. EDC’s Customer Journey Mapping (CJM) solution helps eliminate these bottlenecks by facilitating detailed and comprehensive mapping and helping to identify blockages. The solution’s capabilities go beyond those of traditional CJM tools by ensuring all customer journey maps are actionable and organizations gain a better understanding of the customer journey, while having access to the tools required to make changes and improve the overall customer experience.
Silos are barriers to seamless CX
Interactions with complex organizations often require individuals to engage with several teams and departments to complete any given task. For a smooth customer experience, as well as organizational efficiency, individuals and information must be able to flow between these organizational units freely.
Silos can prevent this movement, resulting in important information being overlooked or forcing the customer to repeat processes and resubmit details. Organizational silos make collaboration difficult and regularly mean teams duplicate efforts, wasting time and resources and delaying services. In the worst cases, they can break key processes, making it difficult or impossible for customers to complete a task successfully and preventing organizations from meeting their needs.
Overcoming obstacles to change
Traditional CJM tools offer partial solutions to the problem by helping organizations identify bottlenecks and inconsistencies in the customer journey. Gaining visibility into how customers interact with touchpoints and the relationship between them, allows companies to see where improvements can be made and why particular processes are causing friction.
However, these tools only get you part of the way. While traditional CJM tools give you a map to work from, they don’t get you moving or help you implement the changes required to remove silos and improve CX. In many cases, organizations create a comprehensive customer journey map but struggle to make practical use of the information it provides.
Using CJM to implement change, remove blockages and drive improvements
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EDC empowers organizations to improve customer journeys
EDC’s CJM solution goes beyond the scope of traditional CJM tools. It transforms static maps that are difficult to action and resistant to change into dynamic resources that help organizations identify bottlenecks and empower them to implement necessary improvements.
Historically, CJM tools have struggled with the same challenges they attempt to resolve. Creating an effective customer journey map requires collaboration between departments, teams, and individuals who are often physically or organizationally separated and find it difficult to work together. Actioning the insights gleaned from process mapping requires an even more concerted and coordinated effort. EDC’s CJM solution provides organizations with powerful mapping tools, practical collaboration features, and the ability for users to make rapid changes. This aligns teams, breaks down bottlenecks, and maximizes the value of customer journey maps. In doing so, it has the power to deliver better customer experiences and improved efficiency, a win for organizations and their customers.
