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How do you design a customer journey map for your call center interactions?

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Customer journey mapping is a powerful tool to understand and improve your call center interactions. It helps you visualize how your customers move through different touchpoints, what their needs and pain points are, and how you can deliver better service and value. In this article, we will show you how to design a customer journey map for your call center interactions in six steps.

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Nurul Jannah

CS Trainer | Ex-TikTok, Apple & Sephora

1 Step 1: Define your goal and scope

Before you start mapping, you need to have a clear goal and scope for your customer journey map. What is the purpose of your map? Who are you mapping for? What is the specific scenario or process you want to analyze? How detailed do you want your map to be? Having a clear goal and scope will help you focus your map on the most relevant and important aspects of your call center interactions.

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2 Step 2: Identify your customer personas and segments

Next, you need to identify who your customers are and how they differ from each other. Customer personas are fictional representations of your ideal customers, based on data and research. Customer segments are groups of customers who share similar characteristics, needs, or behaviors. You can use both personas and segments to create more personalized and targeted maps. For example, you can create different maps for new customers, loyal customers, or dissatisfied customers.

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3 Step 3: Map out the customer touchpoints and channels

Now, you need to map out the customer touchpoints and channels that are involved in your call center interactions. Touchpoints are the moments when your customers interact with your call center, such as calling, emailing, or chatting. Channels are the mediums or platforms that enable those interactions, such as phone, email, or web. You can use a timeline or a flowchart to map out the sequence and frequency of touchpoints and channels, as well as the transitions and triggers between them.

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Chris Day
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Something I’ve found incredibly important in this stage is to identify feedback loops that are causing your customers to reach out through several channels unnecessarily. For example, when hold times are high, customers may use Live Chat for support while they wait on hold for someone on the phone. Identifying these loops can help reduce customer contacts and enables your call center to better manage its headcount.

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4 Step 4: Assess the customer emotions and expectations

The next step is to assess how your customers feel and what they expect at each touchpoint and channel. Customer emotions are the emotional responses that your customers have during their interactions with your call center, such as satisfaction, frustration, or delight. Customer expectations are the standards or criteria that your customers use to evaluate your call center performance, such as speed, quality, or friendliness. You can use a scale or a graph to measure and visualize the customer emotions and expectations along the journey.

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Nurul Jannah

CS Trainer | Ex-TikTok, Apple & Sephora
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Actively listening to the customer can help you figure out how the caller is feeling regarding the situation and how you respond can steer the direction of the conversation.

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5 Step 5: Identify the opportunities and gaps

The fifth step is to identify the opportunities and gaps that exist in your call center interactions. Opportunities are the areas where you can enhance or create positive customer experiences, such as offering more options, providing more information, or expressing more empathy. Gaps are the areas where you fail to meet or exceed customer expectations, such as having long wait times, giving inaccurate answers, or showing indifference. You can use a SWOT analysis or a gap analysis to identify and prioritize the opportunities and gaps.

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6 Step 6: Implement and monitor the improvements

The final step is to implement and monitor the improvements that you have identified in your customer journey map. Improvements are the actions or changes that you can take to address the opportunities and gaps, such as implementing call center technology and automation, training your agents, or updating your policies. You can use a roadmap or a action plan to outline the steps, resources, and timelines for your improvements. You also need to monitor the results and feedback of your improvements, using metrics such as customer satisfaction, retention, or referrals.

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Nurul Jannah

CS Trainer | Ex-TikTok, Apple & Sephora
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Managers and/or team leaders will need to be active in coaching and guiding agents to get a more positive outcome. Metrics can be looked at in a positive or negative manner by the agents however with the right mindset, it can be used as a driving factor for the agents to improve and work towards a better performance overall.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you design a customer journey map for your call center interactions?

1

2

3

4

5

6

7

1 Step 1: Define your goal and scope

2 Step 2: Identify your customer personas and segments

3 Step 3: Map out the customer touchpoints and channels

4 Step 4: Assess the customer emotions and expectations

5 Step 5: Identify the opportunities and gaps

6 Step 6: Implement and monitor the improvements

7 Here’s what else to consider

Call Center Administration

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How do you design a customer journey map for your call center interactions?

1

2

3

4

5

6

7

1 Step 1: Define your goal and scope

2 Step 2: Identify your customer personas and segments

3 Step 3: Map out the customer touchpoints and channels

4 Step 4: Assess the customer emotions and expectations

5 Step 5: Identify the opportunities and gaps

6 Step 6: Implement and monitor the improvements

7 Here’s what else to consider

Call Center Administration

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