It is a well-established fact that for customer-facing companies, the customer journey is crucial. What is less well-known is that it plays an equally important role in the reputations of EPNG (electric-power and natural-gas) companies. These kinds of companies have not yet made wholesale changes to their customer servicing models as digital natives such as Amazon and Uber have. Their kind of servicing still relies on traditional offline systems, whereas customers today want their query to be serviced within five minutes. These companies are also tweaking their business processes towards the agile methodologies. On the B2B side, salesforce.com has an innovative and proactive method for customer servicing that EPNG companies could learn from. Customers, besides quick response time also make purchase decisions after due deliberation across multiple channels, including online platforms. That is why digital marketing should be a key proponent of connecting to the market. The best customer journeys must be set around three key proponents- Discovery, Design and Delivery. Discover includes the start with a cross-disciplinary team, quantitative marketing research before start, customer insights and their stories being shared. Design could involve hackathons, but also journey redesigns and rapid iterations using prototypes. At the Deliver stage, the minimum viable product is launched, through continuous customer testing. This has to be followed up by rapid scaling up. The first two phases must last for two and six weeks respectively. The last stage may be for a minimum of twelve or even more if needed.

Source:https://www.mckinsey.com/industries/electric-power-and-natural-gas/our-insights/digitizing-customer-journeys-making-a-radical-but-valuable-move-in-epng?cid=other-eml-alt-mip-mck-oth-1807&hlkid=049c4a52a1484b0eb108a8d8bd761f73&hctky=2657824&hdpid=68764403-c28a-49bd-9556-78e14a54102e

Uploaded Date:25 August 2018