Customer experience, as opposed to customer journey analytics, tells you how your clients felt about your message or brand throughout the journey
Successful marketing produces new customers and a larger patient base, but it also plays into the retention of existing customers. The patient journey and experience should be easy to understand and entice them to continue toward an end goal. Patients should feel secure in both digital connections and personal connections, which leads to the separation of customer experience vs. customer journey analytics.
Customer journey analytics
A customer journey is the trail of your patient’s experience, from beginning to end, that they have with your clinic.
If you imagine a map with a navigational course set, you will find your original start point, a trail that winds through a terrain, and an end. Your customer journey should be easy to navigate, with clear paths and a goal in mind. Customer journey analytics and keeping a close eye can help you manage costs, create a stronger bottom line, and encourage patient loyalty.
The journey could include social media, personal connection, websites, rewards programs, informational blogs, live chats, and brick and mortar locations.
Sometimes patients will retrace the journey and visit touchpoints more than once before you see any ROI, or before they commit. But the way each customer travels your practice’s map can help you understand their needs and modify your marketing program to ensure a good customer experience.
You can learn how customers react to marketing content, how one campaign may be more effective than another, or discover why or how potential clients begin the journey in the first place.
Customer experience, as opposed to customer journey analytics, tells you how your clients felt about your message or brand throughout the journey. This involves both your customer or patient and your product.
- Was navigation difficult or frustrating at any point along the journey?
- Do they end the journey too soon?
- Are they happy with both customer service and product quality?
- What impact are you seeing on customer experience?
Some impacts are more indirect, such as reviews, select advertising, and trends. Direct impacts could be customer purchases and repeat use of product and services. Analyze what part of the customer journey contributes to the growth of your practice as well as maintaining your customer base.
Customer experience management, or CXM, keeps track of customer communication and interaction. You can manage your customer’s experience by:
Surveys. Ask customers to complete a satisfaction survey on different touchpoints of their journey. Was employee service satisfactory? Did they easily navigate the website? Do they appreciate text reminders or enjoy articles on self-care? Surveys can help you gain some insight on your client’s needs, and highlight needs for improvement in certain areas.
FAQs. Create a page or forum to answer frequently asked questions (FAQ) or to request new products or services. You can ask questions as well, and find out what works, what doesn’t, or how you can find ways to create satisfied (and repeat) customers.
Deliver a clear journey for your patients or clients and help them navigate every step of their journey — and make their customer experience so good they will return without question. That will start you on the trail of a successful business with happy patients.