Drawing up a multi-channel Customer Experience improvement plan: 5 key steps

But where to start? What actions should you take, and what objectives should you set? Discover here (in macro vision) the five key steps that will enable you to design and deploy an effective action plan to improve the multi-channel customer journey.

1. Define the perimeter

To begin with, no improvement plan can be drawn up without first taking stock of the current situation!
To improve the quality of the experience delivered to your customers, you first need to measure the current level of quality and define the expected target level.

The first task is to define the scope of the project, i.e. :

• • target customer segments,
  • which stages of the multi-channel customer journey you wish to prioritize,
  • the channels involved.

2. Formalize the route

Once you've gathered all this information, formalize the different customer paths (one for each segment) with all their stages and contact points. You need to identify the key stages and be able to visualize each of them immediately and clearly:

• • customer actions, and the channel used for each of them
  • different levels of customer needs (explicit and implicit)
  • the choices faced by customers and their selection criteria

To find out all you need to know about defining your customer paths, (re)read our article : Defining and optimizing your customer journey.

3. Define the Optimal Optimal

For each stage of the customer journey, the possible actions for the customer and the level of response provided
by the brand must then be detailed in great detail and evaluated according to a scoring system.

You will then create :

• • your Optimal Experience repository, which describes all the actions that can be taken to best meet customer needs,
  • an observation guide to observe and rate the quality of the Customer Experience

4. Measure the quality of the Experience delivered

The quality of the customer experience can be measured using a variety of observation, analysis and scoring methods. For more details on this topic, we refer you to the article: Do you know how to measure the Customer Experience delivered by your brand?

Depending on the context, the resources available, the customer segments studied and the channels analyzed, some or all of these different methods may be used: in-store observation of the customer journey by store teams, mystery visits, analysis of visit statistics and website navigation, analysis of verbatims and customer opinions on the Internet (social networks, forums, etc.) or eyetracking, etc.

In all cases, the various studies carried out will finally be consolidated and analyzed to extract the average scores awarded to each stage of the journey.

We can then model the brand's typical customer journey, and determine for each stage whether the customer's experience corresponds to :

• • A disappointing moment
  • A neutral moment
  • A moment of enchantment

The key moments identified when defining the customer journey will be studied with particular attention.
The average scores thus established make it possible to identify the gap that exists between the typical customer experience offered by the brand, and the target customer experience it has set itself.

5. Prioritize key moments!

Finally, the gaps identified make it possible to target priority areas for improvement. For each of these, recommendations must be made and an action plan drawn up.
Teams, mobilized as early as the customer journey definition phase, then during the observation phase, can and should also be called upon to build action plans in "workshop" mode.

Deploying and implementing the action plan across the different stages of the customer journey, for each
customer segment and on each channel, requires the full involvement of the various teams at every stage of the project. Prior awareness of the importance of the issues at stake and the positive impact of these actions is therefore of crucial importance.