What, indeed? That's a question that many companies are asking themselves these days. As expectations for better service and more personalised experiences continue to rise, CX is at the forefront of many business decisions. However, before organisations can implement the latest communication and customer engagement tools, they need to get to know their consumer a little better.
West , a business committed to providing companies with the solutions they need for better communication, may be able to help. Their upcoming Masterclass in London on the 28th of March 2019 examines the service design strategy and customer journey mapping that today's businesses need.
According to West, delivering an exceptional user experience is all about designing the meaningful interactions your clients need, by stepping into their shoes. West and the sensational Amy Scott of Sedulous will be teaching attendees how to do just that, in London.
We spoke to Cohan Leon Daley, West’s UK and Ireland acquisition country lead to find out more.
What's the Purpose of this Masterclass?
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Cohan Leon Daley[/caption]
Cohan told us that the purpose of the upcoming masterclass is to invite key stakeholders and individuals from an organisation into a space of learning. "We bring people to an environment outside of work where they can focus on a challenge they might have been facing in the office. Often, these challenges get lost in the office environment. By stepping into a new space and interacting with peers, it's possible for our attendees to gain new perspectives and ideas."
Crucially, West doesn't run its masterclass sessions to sell their own products. Although their technology is available as a solution, the idea is also to help people learn from each other. If West can then step in and implement solutions that support what their attendees have learned, that's great too. "It's about delivering the combination of people, processes, and technology correctly. We're trying to build a community that helps people to accomplish more."
What is Customer Journey Mapping from West's Perspective?
With so many buzzwords and jargon in the industry today, it's easy for people to overlook terms like "customer journey mapping." Cohan told me that for West, mapping the customer journey is all about giving employees the best experiences and tools possible so that they can deliver better experiences to their customers.
"Some people who come to the masterclass get their feelings about the market reaffirmed; others find that they need to start looking at things differently. For us, customer journey mapping allows people to consider their strategy in depth and look for gaps in the way they deliver service."