Journey Mapping Helps Fortune 100 Communications/Technology Provider Improve Customer Experience

Northridge was engaged to help a Communications/Technology Provider identify pain points and improve Customer Service levels for two distinct client groups:
- First time advertisers
- Advanced advertisers

Separate journey mapping exercises were conducted to capture the true sentiments of both client groups at each step of their journeys. For both groups, the process included:
- Collecting input directly from customers – recording what they say and feel about their experiences using their own words
- Capturing customer sentiment and effort needed at each step of their journeys
- Identifying key Moments of Truth and pain points that can be used to drive improvements and increase customer loyalty

Customer journey mapping revealed differences in the experiences each group faces when advertising that can be used to drive customer experience improvements and increase customer loyalty and advertising spending
- Pain points for first-time advertisers are focused on the ease/difficulty of the advertising process, while pain points of advanced advertisers are often driven by an inability to get support
- Moments of Truth for first-timers include wondering if an ad they created will get published, while Moments of Truth for advanced advertisers often involve assessing the quality of provider consultations
Using these findings, Northridge provided recommendations for future investments in processes/tools to improve the provider’s Customer Experience

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