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Even when the customer has successfully added items to cart, it all means zilch until the purchase is complete. The average cart abandonment rate for all sectors worldwide was 75.6% last year. Simply put three out of every four digital customers leave websites without completing the purchase. 

At the customer acquisition phase, you’ve to compete with zero-profit offers, despite the fact that your product is the best in its niche.

Although 80% of businesses claim they offer a great customer experience, only about 8% of customers express satisfaction with their experience. 

So, what went wrong? Why are customers leaving your site without purchasing? And more importantly, what can you do about it?

Mastering the art of understanding user persona, discovering bottlenecks in the delivery process, and designing a user-friendly interface will help you build the product that supersedes customers’ expectations. 

Mapping the Customer Journey 

It involves understanding your customers’ behavior and feelings throughout their interaction with your products/services and visually mapping them to tell a complete story of their overall experience. 

More precisely, the journey begins from the moment they first come to know about your product and the phases they pass through while making a final purchase decision.

“For brands, customer journey mapping is like walking a mile in their customers’ shoes and understanding their circumstances with empathy.”

Apart from managing complex user experience problems, you can tweak customer journeys to understand past, present or a future state surrounding a day in the life of your customer.

According to Gartner, Eighty-two percent of organizations have created a customer journey map, but only 47% are using those maps effectively. The mapping of the customer journey begins by creating a cross-functional team led by the CIO, CMO or even the CEO. 

A journey map is different from process maps. They detail multiple channels and touchpoints before and during the buying process. Interestingly, the more value-added layers you can include, the better is your view of your customer.

Top Customer Journey Map Layers

Source: Uxpressia

Adding convenience to the customer experience value chain can create powerful moments of truth. For instance, while shopping on your portal, a customer might want to know more information about your product, it’s features, reviews, etc. 

A proactive service that goes to the customer first using real-time messaging and custom product recommendations, is how innovative solutions can address such pain points, impacting the overall experience.

Choosing the Right Attributes

Before we look at how to select the most relevant inputs for outlining behavior, it’s important to grasp the fact that customer journey mapping is an iterative process. For instance, the questions answered by customer journey maps a decade ago is totally different from today.

Source: Harvard Business Review | Linear customer journey map in 2010

Source: Medium | The present-day non-linear customer journey map (eg: Ikea)

The goal is to build a comprehensive map that will conclusively identify gaps from multiple touchpoints — areas of customer experience that are disjointed or painful.

To achieve this, it is vital to map out each phase of the pre-buying and actual buying journey and map them alongside data-driven personas. Data is critical for customer journey stages — it is almost impossible to create customer journey maps without it.

The Modern Customer Journey
Source: G3 Com

The modern customer journey map needs to cover the complete omnichannel experience. Customers are now communicating with companies through 10 channels on average. Their expectations are fast-moving and rapidly evolving. They expect communications about the latest products from their favorite brands to happen in real-time.

For instance, Magalu, one of Brazil’s largest retail companies, recognized that its app was growing in popularity. They decided to enable deep linking, so that loyal customers who tapped on a Magalu ad were taken directly to the mobile app they already have installed, resulting in more than 40 percent growth in overall mobile purchases.

Customer journey maps are drawn from the customer’s point of view and are based on people’s mental models (how things should behave, the flow of interactions and possible touchpoints). They combine user personas, user scenarios & user flows to understand and predict how the customer will behave next.

5 Key Attributes of an efficient Customer Journey Map

  1. Most relevant brand goals: The goals should be reflective of the inner aspirations of the organization that outwardly manifest into creating the best experiences consistently for the customer.
  2. Key customer touch-points: Identify touch-points across all channels, and define the action and available paths for each. This layer is critical to understanding how the service structure forces customers into unnecessary interactions and take measures to avoid them.
  3. Empathy Map: This map depicts exactly what the customer thinks, says, does and feels about your product/ service or the complete attitude towards the brand itself. One can also find utility in creating one-user vs multiple-user empathy maps.
  4. Affinity Diagram: This is a great planning tool, and it enables you to organize the data and insights gathered up to this point into bundles.
  5. Sketch the Journey: Now is the time to visualize the structured data into powerful story-driven narratives pointing out gaps in the process. This step will inform what solution or fix will remedy your customer’s pain-point for the long term.

Why You Need Customer Journey Mapping?

You’re doing great if you understand your customers and are able to exceed their expectations. Retaining a loyal customer base might make you think about the essence of understanding the customer journey. 

But, how are you planning to face the competitive landscape? Because customers constantly lookout for change. What if your competitors satisfy your customer’s needs with a better emotional connection? Mapping the customer journey will allow you to transform the experience delivery process creating ‘wow’ moments that strengthen loyalty.

“The term ‘customer experience’ won’t exist in the organization of the future. It will be deeply entrenched in a company’s product, process, and culture that it will be synonymous with the brand and represent the only way to do business.”

Ann Lewnes, EVP and CMO, Adobe

We specialize in helping organizations build attractive and easy-to-understand user journey maps for faster omnichannel integration. Reach out to us on hello@mantralabsglobal.com, to learn more.

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Chatbots are the assistants of the future and they are taking the Internet by storm. Ever since their first appearance in 1994, the goal was to create an AI that could conduct a real dialogue with their interlocutors. The purpose is to free up customer service agents’ time so they could focus on more delicate tasks- which require a more human approach.

If you are thinking about including a chatbot on your website, here are the things you need to keep in mind to boost customer engagement and deliver high-quality services.

Define your audience

First things first- think about who will be interacting with the chatbot? Who are your customers? How do they talk? How can you address them in a way they’ll enjoy? How can you help them?

For instance, if your company sells clothes that are mostly designed for young adults, using a less formal tone will be much more appealing to them.

Lisa Wright, a customer service specialist at Trust My Paper advice: “Customer service calls are usually recorded, so listening to a few of them can be a good place to start designing your chatbot’s lines of dialogue.”

Give your bot some character

People don’t like to talk to plain, simple robots. Therefore, giving your chatbot some personality is a must. Some brands prefer naming their chatbots and even design an animated character for them. This makes the interaction more real.

For example, The SmarterChild chatbot- designed back in 2000, was able to speak to around 2,50,000 humans every day with funny, sad, and sarcastic emotions.

However, the chatbot’s character needs to match your brand identity and at the same time- appeal to customers. Think about – how would the bot speak, if they were real? Are there some phrases or words they would never use? Do they tell jokes? All these need to be well-thought through, before going into the chatbot writing and design phase.

According to a report published by Ubisend in 2017, 69% of customers use the chatbot to get an instant answer. Only 15% of them would interact for fun. Thus, don’t sacrifice the performance for personality. 

Also read – 5 Key Success Metrics for Chatbots

Revise your goals before chatbot writing

Alexa- Amazon bot has 30+ skills which include scheduling an appointment, booking a cab, reading news, playing music, controlling a smartphone, and more. However, every business bot doesn’t need to be a pro in every assisting job.

Before entering the writing phase, think over once again – WHY you need a chatbot? Will it help customer service only? Or will it also help in website navigation, purchase, return, refund, etc.?

Usually, customers want one of the three things when they visit your site: an answer to something they’re looking for, make a purchase, or a solution to their problem. You can custom build your chatbot to tackle either one or all of these three situations. Many brands use chatbots to create tailored products for their clients.  

Cover all possible scenarios

When you start writing the dialogue, consider the fact that a conversation can go in many directions. To ensure that all the situations are covered- start with a flowchart of all possible questions and the answers you chatbot can give.

To further simplify your chatbot writing, take care of one scenario at a time and focus on keeping the conversation short and simple. If the customer is too specific or is not satisfied with the bot’s response, do not hesitate to redirect them to your customer service representatives.

For instance, Xiaocle is one of the most successful interactive chatbots launched by Microsoft in July 2014. Within three months of its launch, Xiaocle accomplished over 0.5 billion conversations. In fact, speakers couldn’t understand that they’re talking to a bot for 10 minutes.

Also read – Why should businesses consider chatbots?

This article is contributed to Mantra Labs by Dorian Martin. Dorian is an established blogger and content writer for business, career, education, marketing, academics, and more.

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The antiquated commodity of Financial ‘Coverage & Protection’ is getting a new make-over.  Conventional epigrams like ‘Insurance is sold and not bought’ are becoming passé. Customers are now more open than ever before to buying insurance as opposed to being sold by an agent.  The industry itself is witnessing an accelerated digitalization momentum on the backs of 4G, Augmented Reality, and Artificial Intelligence-based technologies like Machine Learning & NLP.

As new technologies and consumer habits keep evolving, so are insurance business models. The reality for many insurance carriers is that they still don’t understand their customers with great accuracy and detail, which is where intermediaries like agents and distributors still hold incredible market power.

On the other hand, distribution channels are turning hybrid, which is forcing carriers to be proficient in their entire channel mix. Customer expectations for 2020 will begin to reflect more simplicity and transparency in their mobility & speed of service delivery.

A recently published Gartner Hype Cycle highlights 29 new and emerging technologies that are bound for greater business impact, that will ultimately dissolve into the fabric of Insurance.

For 2020 and beyond, newer technologies are emerging along with older but more progressively maturing ones creating a wider stream of opportunities for businesses.

Gartner-Hype-Cycle

Irrespective of the technology application adopted by insurers — real, actionable insights is the name of the game. Without it, there can be no long term gains. Forrester research explains “Those that are truly insights-driven businesses will steal $1.2 trillion per annum from their less-informed peers by 2020”.

Based on the major trends identified in the Hype Cycle, 5 of the most near-term disruptive technologies and their use cases, are profiled below.

  1. Emotion AI
    Emotion Artificial Intelligence (AI) is purported to detect insurance fraud based on the audio analysis of the caller. This means that an AI system can decisively measure, understand, simulate and react to human emotions in a natural way.

    F0r Insurers, sentiment and tone analysis captured from chatbots fitted with emotional intelligence can reveal deeper insights into the buying propensity of an individual while also understanding the reasons influencing that decision.

Emotion-Intelligence-Market



Autonomous cars can also sensors, cameras or mics that relay information over the cloud that can be translated into insights concerning the emotional state of the driver, the driving experience of the other passengers, and even the safety level within the vehicle.

Gartner estimates that at least 10% of personal devices will have emotion AI capabilities, either on-device or via the cloud by 2022. Devices with emotion AI capacity is currently around 1%.

  1. Augmented Intelligence
    Augmented Intelligence is all about process intelligence. Widely touted as the ‘future of decision-making’, this technology involves a blend of data, analytics and AI working in parallel with human judgement. If Scripting is rules based automation, then ‘Augmenting’ is engagement and decision oriented.

    This manifests today for most insurance carriers as an automated back-office task, but over the next few years, this technology will be found in almost all internal and customer facing operations. Insurers can potentially offer personalised services based on the client’s individual capacity and exposure to risk — creating opportunities for cross/up-selling.
Gartner-Data-Analytics-Trends-Forecast-2019


Source: Gartner Data Analytics Trends for 2019


For instance, Online Identity Verification is an example of a real-time application that not only enhances human’s decision making ability, but also requires human intervention in only highly critical cases. The Global value from Augmented AI Tools will touch $4 Trillion by 2022.

  1. AR Cloud
    The AR Cloud is simply put a real-time 3D map of an environment, overlayed onto the real World. Through this, experiences and information can be shared without being tied down to a specific location. Placing virtual content using real world coordinates with associated meta-data can be instantly shared and accessed from any device.

    For insurers, there is a wide range of opportunities to entice shopping customers on an AR-Cloud based platform by presenting personalized insurance products relevant to the items they are considering buying.

    The AR ecosystem will be a great way to explain insurance plans to customers, provide training and guidance for employees, assist in real-time damage estimation, improve the quality of ‘moment-of-truth’ engagements. This affords modern insurance products to co-exist seamlessly along the buying journey.

  2. Personification
    Personification is a technology that is wholly dependent on speech and interaction. Through this, people can anthropomorphize themselves and create avatars that can form complex relationships. The Virtual Reality-based concept will be the next way of communicating and forming new interactions.

    VR Applications such as  accident recreation, customer education and live risk assessment, can help insurers lower costs for its customers and personalise the experience.

    Brands have already begun working their way into this space, because as they see it — if younger generations are going to invariably use this technology for longer portions of their day for work, productivity, research, entertainment, even role-playing games, they will shop and buy this way too.

  3. Flying Autonomous Vehicles and Light Cargo Drones
    Although this technology is only a decade away from being commercially realized, the non-flying form is about to make its greatest impact since its original conception. Regulations are the biggest obstacle to the technology taking off, while its functionality continues to improve.

    The Transportation & Logistics ecosystem is on the brink of a complete shift, which will create a demand for a wide array of insurance related products and services that covers autonomous vehicles and cargo delivery using light drones.

While automation continues to bridge the gaps, InsurTechs and Insurance Carriers will need to embrace ahead of the curve and adopt newer strategies to drive sustainable growth.

Mantra Labs is an InsurTech100 company solving complex front & back-office processes for the Digital Insurer. To know more about our products & solutions, drop us a line at hello@mantralabsglobal.com

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