Recognizing the importance of consumer presence for the business sustainability, it is not surprising that many companies currently trying to get closer to the customers. The advanced technology and social media existence of social media allows companies to share information and respond to consumer feedback or complaints immediately. Previously, call center only serves as a place to ask and receive complain. However the function has already developed as the profit center. The companies that have implemented these service will increase the revenue and improve relationship with customers.
Unfortunately, it is not the owner’s main concern. Most of them do not map the customer’s journey (customer experience journey). Customer experience journey is a stage of consumer behavior towards a product or service they receives. According to Mullins et al. (2008) there are 6 stages in the formation of this customer experience:
- Customer insight: the consumer or prospective customer provides input to the producer related to his / her needs. Thus the producer can make / develop products / services to meet those needs.
- Product promotion and brand building: producers set the activities to spread the information and influence the market / prospective customers to buy products / services.
- Transaction: is a process where potential customers become consumers.
- Product delivery: the process by which the manufacturer delivers the product / service to the consumer and the consumer makes payment to the seller.
- Customer support and service: the company provides an advanced services related to the product information required by consumers and vice versa
- Product return: the consuming product process is completed
The implementation of this customer experience will enable the management to manage and supervise the interaction between consumers with companies. Thus the companies will maximize the interaction from customers’ point of view to build the loyal customer. The customers not only interact through the call center, but also via social media like Facebook, Twitter, and so on. Companies shall determine a proper strategy where all service lines run well.
The basis of customer experience is to build customer loyalty and establish long term relationship. However, consumers have different needs and desires. Therefore the company should be capable in mapping the consumer experience. Through this customer experience journey, then you will be able to determine the appropriate marketing strategy for your product or service.
