Delivering a Unified Customer Experience When Multiple Partners Affect the Outcome
When a brand depends on partners to work directly with its customers along key points of the relationship lifecycle, delivering a consistently good customer experience becomes an even greater challenge. Think brands like DoorDash, Airbnb, Uber Eats, DUFL, and even Amazon in certain cases.
Taking DoorDash as an example, the company is reliant on the restaurant to get the order right, keep the food warm and fresh, and get it made in a timely manner. The driver also has the potential to shape the experience based on the condition in which they deliver the food and their attitude. This is where DoorDash potentially relinquishes some control over the customer experience. Still, any hiccup along that experience will reflect directly on the brand.
When your business is reliant upon partners to deliver the outcome, how do you ensure breakdowns don’t occur? It starts by mapping the entire experience, thinking through potential friction points, and then tracking every element to identify where breakdowns may be occurring.
Identifying potential breakdowns
At any point along the customer experience, when control changes hands away from your brand to a partner, it increases the vulnerability for a potential breakdown to occur. By mapping the entire experience, you can better detect any possible friction points and create a game plan should one occur.
Test and track to pinpoint friction points
DUFL, a personal valet that simplifies business travel by shipping, cleaning and storing its customers’ business attire, relies on shipping partners and hotels to complete the customer experience. To help mitigate any problems from occurring, they instilled tracking mechanisms so they can see the status of every DUFL bag in transit. This helps them avoid or quickly remedy any issues such as a delay in the shipping process.
Having this level of insight into each touchpoint is imperative. It allows brands to also identify if problems are specific to any one partner, at which point they can assess the future of that relationship.
Where do friction points commonly occur and what should you be monitoring to detect problems before they escalate? Better yet, how do you identify them before a customer experiences an issue?
Terri O’Shaughnessy, Director of Client Success at Tallwave, and Andrea Graziani, Co-Founder and Chief Marketing Officer of DUFL, will discuss where breakdowns commonly occur in the customer experience, how negative experiences with a partner ultimately impact the brand, and what practices to put in place to detect these breakdowns early on or avoid them all together. Join the webinar, “How to Deliver a Unified Customer Experience When Multiple Partners Affect the Outcome,” Wednesday, May 17 at 11 a.m. PDT to learn more.
This post originally appeared on Tallwave.com on May 10, 2017.