Creating Customer Roadmaps - The Key to Limiting Churn?

What is the barometer of success for a company – growth, profits, productivity? All that and more perhaps, but the bottom line is that the company’s customers are the ones that determine and define its health. Hence, customers need to stick around; and to prevent churn, they need to be happy. This is where analyzing and understanding customer journeys could be of great use.

Keen on customer journey optimization with a goal to decrease such churn, Cricket, a non-contract wireless service provider, has selected the ClickFox (News - Alert) experience analytics (CEA) platform, which uses customer journey data to produce a “likelihood to churn” value.

“Cricket is focused on providing the best customer service by understanding the entire experience,” said Marco Pacelli, CEO of ClickFox.

The CEA platform first collects and analyzes data from all customer touch points, identifies trends and patterns in customer behavior and finally provides a roadmap of each customer’s journey. This tracing of paths offers up some important insights that can help companies understand their customers better.

This essentially amounts to companies putting themselves vicariously into their customers’ shoes, experiencing what they’re feeling, understanding the problems that they face, and identifying how they discover and consume information and the way they react. All that’s left to be done, then, is to realign company strategies to narrow the gulf between company goals and customer expectations.

Thus by using the CEA platform, Cricket hopes to have hundreds of unique experiences under its belt that will help it identify the journey that was the “most thorny” for customers and most likely to lead to churn. Ultimately, it looks to be able to provide the optimal customer experience while reducing overhead.

“Something as simple as resolving customer concerns the first time they call—and ideally answering their questions before they call—have a big impact. Improving the quality of the service doesn’t have to cost more, and that benefits everyone,” observed Pacelli.

It’s always about understanding people better; that’s the basic premise customer experience is built on. If companies take the time and effort to travel with the customer and see things through his/her eyes, there’s a whole new world of customer experience waiting for them.

Edited by Blaise McNamee

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