How might we optimize our communication touchpoints with customers during their move process?
Shortly after booking my own move in order to relocate and join Bellhops, I noticed inconsistencies and unnecessary touchpoints throughout the moving process. I proposed conducting a touchpoint audit where we looked at every communication with customers (across channels) to see where we might streamline and optimize these interactions.
Constraints: our transactional emails were managed on a backend system that was currently undergoing a monolithic deconstruct/refactoring effort. This meant our ability to overhaul transactional template designs to match marketing emails was limited.
I pulled together a cross-functional team and organized a workshop where we worked through a journey map/timeline of touchpoints a customers receives from the time they first enter the order flow until after they've moved.
Participants: Biz Dev Ops Analyst, Customer Enthusiast, Operations Associate, Director of Customer Experience, Design, Engineering, PMs
(9:00–9:30) Intro + teams review scenario details, customer behavior line, and current communications
(9:30–9:45) Teams fill-in customer attitude/needs throughout journey
(9:45–10:00) Teams fill-in remainder of admiral behavior line with the ideal process for handling the situation
(10:00-10:15) Teams identify the moments that matter (circle biggest breakdown area)
(10:15–10:45) Teams identify opportunities to improve existing communications and/or introduce new touchpoints anywhere along the journey
By walking through the thoughts, needs, and greater situational context of our customer along each point of interaction, we assessed the gaps and extraneous efforts on our part. I prepared a looping slideshow of Census data that helped orientate the team around moving trends common among our target market while we worked.
We looked at customer support data to understand and group common pain points along this timeline to identify moments where clearer expectation setting might prove helpful. We also analyzed qualitative feedback from social channels to see how brand detractor feedback could be addressed with better communication upfront.
We collectively generated ideas of how and where to optimize our communications scoring them as easy, tactical fixes vs. long-term strategic improvements in order to prioritize.