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Customer Journey is the New Product

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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Enhancing digital patient experience with healthcare chatbots

5 minutes read

Chatbots are fast emerging at the forefront of user engagement across industries. In 2021, healthcare is undoubtedly being touted as one of the most important industries due to the noticeable surge in demand amid the pandemic and its subsequent waves. The Global Healthcare Chatbots Market is expected to exceed over US$ 314.63 Million by 2024 at a CAGR of 20.58%.

Chatbots are being seen as those with high potential to revolutionize healthcare. They act as the perfect support system to agents on the floor by providing the first-step resolution to the customer, in terms of understanding intent and need, boost efficiency, and also improve the accuracy of symptom detection and ailment identification, preventive care, feedback procedures, claim filing and processing and more.

At the outset of the COVID-19 pandemic, digital tools in healthcare, most commonly chatbots, rose to the forefront of healthcare solutions. Providence St. Joseph Health, Mass General Brigham, Care Health Insurance (formerly Religare), and several other notable names built and rolled out artificial intelligence-based chatbots to help with diagnostics at the first stage before a human-human virtual contact, especially while differentiating between possible COVID-19 cases and other ailments. The CDC also hosts an AI-driven chatbot on its website to help screen for coronavirus infections. Similarly, the World Health Organization (WHO) partnered with a messaging app named Ratuken Viber, to develop an interactive chatbot for accurate information about COVID-19 in multiple languages. This allowed WHO to reach up to 1 billion people located anywhere in the world, at any time of the day, in their respective native languages.

For Care Health Insurance, Mantra Labs deployed their Conversational AI Chatbot with AR-based virtual support, called Hitee, trained to converse in multiple languages. This led to 10X interactions over the previous basic chatbot; 5X more conversions through Vanilla Web Experience; Drop-in Customer Queries over Voice Support by 20% among other benefits.

Artificial Intelligence’s role in the healthcare industry has been growing strength by strength over the years. According to the global tech market advisory firm ABI Research, AI spending in the healthcare and pharmaceutical industries is expected to increase from $463 million in 2019 to more than $2 billion over the next 5 years, healthtechmagazine.net has reported. 

Speaking of key features available on a healthcare chatbot, Anonymity; Monitoring; Personalization; collecting Physical vitals (including oxygenation, heart rhythm, body temperature) via mobile sensors; monitoring patient behavior via facial recognition; Real-time interaction; and Scalability, feature top of the list. 

However, while covering the wide gamut of a healthcare bot’s capabilities, it is trained on the following factors to come in handy on a business or human-need basis. Read on: 

Remote, Virtual Consults 

Chatbots were seen surging exponentially in the year 2016, however, the year 2020 and onwards brought back the possibility of adding on to healthcare bot capabilities as people continued to stay home amid the COVID-19 pandemic and subsequent lockdowns. Chatbots work as the frontline customer support for Quick Symptom Assessment where the intent is understood and a patient’s queries are answered, including connection with an agent for follow-up service, Booking an Appointment with doctors, and more. 

Mental Health Therapy

Even though anxiety, depression, and other mental health-related disorders and their subsequent awareness have been the talk around the world, even before the pandemic hit, the pandemic year, once again could be attributed to increased use of bots to seek support or a conversation to work through their anxiety and more amid trying times. The popular apps, Woebot and Wysa, both gained popularity and recognition during the previous months as a go-to Wellness Advisor. 

An AI Wellness Advisor can also take the form of a chatbot that sends regular reminders on meal and water consumption timings, nutrition charts including requisite consultation with nutritionists, lifestyle advice, and more. 

Patient Health Monitoring via wearables 

Wearable technologies like wearable heart monitors, Bluetooth-enabled scales, glucose monitors, skin patches, shoes, belts, or maternity care trackers promise to redefine assessment of health behaviors in a non-invasive manner and helps acquire, transmit, process, and store patient data, thereby making it a breeze for clinicians to retrieve it as and when they need it.

Remote patient monitoring devices also enable patients to share updates on their vitals and their environment from the convenience and comfort of home, a feature that’s gained higher popularity amid the pandemic.

A healthcare chatbot for healthcare has the capability to check existing insurance coverage, help file claims and track the status of claims. 

What’s in store for the future of chatbots in Healthcare? 

The three main areas where healthcare chatbots can be particularly useful include timely health diagnostics, patient engagement outside medical facilities, and mental health care. 

According to Gartner, conversational AI will supersede cloud and mobile as the most important imperative for the next ten years. 

“For AI to succeed in healthcare over the long-term, consumer comfort and confidence should be front and center. Leveraging AI behind the scenes or in supporting roles could collectively ease us into understanding its value without risking alienation,” reads a May 2021 Forbes article titled, The Doctor Is In: Three Predictions For The Future Of AI In Healthcare. 

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