A shift in the strategy from reactive to
being proactive has helped companies gain a competitive advantage because
the earlier strategy of getting customers hooked in by making them sign
contracts, this approach works better as the customers want to stay themselves
as these create a value for them.
would also give an edge of shaping customer journey and put on the leading
shoes to lead the change the consumers want.
Four Key capabilities that drive proactive
journey management are:
This involves simplifying and streamlining the steps in the consumer journey,
turning complex back end operations into interactive user defined app-based experiences.
For example, Sonos- an intelligent app-based music system automates everything
from laying wires throughout the house to hooking speakers and creating
separate online accounts for various music providers.
Personalizationà Building on a strong
automation, next step would be personalizing based on the previous interactions
and once the consumer makes a choice, tailoring all the next steps to ease the
transition. To illustrate, L’Oréal’s Makeup Genius app allows customers to try
on makeup virtually and customize the experiences to display images of how
various shades and products achieve different looks. Further, it learns on the
preferences made by customers to tailor its choices.
Interactionà This capability
includes gaining from the knowledge on where in the journey is customer
currently standing in and making further changes in design or experience to
draw the customer forward. For example, Starwood hotels have released an app
that notifies the customer on the room to check in, helps them to unlock her
room through the app and sends thought out recommendations on the amenities
available at the hotel.
Innovationà Fourth and the last
key capability to drive proactive customer journey is innovation. The ultimate
goal is to dig in new sources of value for both customers and the organization
to drive further visits or make them use the service again. This involves lot of experimentation and
active analysis of needs, technologies to come up with potential new steps. To
illustrate, Delta Airlines has launched a mobile app that acts a travel
management assistant capturing everything from checking in to in flight
entertainment and booking cabs from airport, thus extending on the complete
journey and innovating its service.