Customer Experience Lifecycle Audit

Some companies provide “Journey Maps”. Based on the traditional Customer Lifecycle model, these illustrate from the company’s point of view the journey customers make as they go through direct company touch-points of marketing, sales and servicing of a product or service.

Our Customer Experience Lifecycle Audit looks at the Customer Experience within and beyond the customer lifecycle and direct company channels. It looks from the customers’ point of view at the entire experience with the multiple channels within the product or service domain before, during and long after the customer lifecycle including interactions managed by third parties.

How our Customer Experience Lifecycle Audit helps companies

Our Customer Experience Lifecycle Audit report allows organizations to identify interactions to improve, but also opportunities for new services beyond their current product and service scope to become more relevant in people’s lives. Our Customer Experience Lifecycle Audit report:

• Provides an extended map of all interactions between the company and customers, including less-known touch-points often overlooked;
• Identifies opportunities to create more positive customer experiences and reinforce the relationship with the customers outside the of the standard customer lifecycle;
• Combined with Customer Research, identifies which values are most important at which channel;
• Prioritizes channels at which to enhance the Customer Experience in terms of business and customer value.

The Breadth of the Customer Experience Lifecycle

Following are a few examples illustration the breadth the the customer experience from the customer’s point of view.

Car Buyer’s Customer Experience

The experience of car ownership can include financing through a third party financial institution or exchange or resell. While most car dealers will not manage these, they are definitely part of the Customer Experience Lifecycle.

The Dining Experience Lifecycle

Example of the Dining Experience Lifecycle

Access to parking space (or lack thereof) even if managed by a third party, is part of the diners’ restaurant customer experience.

Holiday Travel Experience Lifecycle

A travel agency can sell a travel package to customers but are not concerned with the process of the hotel at the destination requesting the customer to to re-produce their credit card even if the trip was already paid. But this is and integrant part of the travel Customer Experience, and a negative experience.

Example of the Holiday Travel Experience Lifecycle

Again in travel, sharing travel memories with friends and family are part of the Customer Experience Lifecycle. A great customer experience at all channels throughout the Experience Lifecycle and a great experience sharing memories is more likely to lead to repeat business and promotion through word-of-mouth.