Customer Service Week: How Intermedia maps the customer journey
This post is written by Ananth Uggirala, Intermedia’s Principal User Experience Designer, as a behind-the-scenes look at how our design team creates our customers’ onboarding experience.
We recently undertook an effort to fully understand the experience of customers who are just beginning their journey with Intermedia. What are customers thinking and feeling when they first set up their Intermedia products and interact with our onboarding and support teams?
To analyze the onboarding and migration phase of the customer experience, we looked to answer some key questions:
- Are customers effectively using our support channels (phone, email, chat)?
- Are the transitions between these channels seamless?
- Is our UI easy to navigate?
- Do customers use our setup guides and Knowledge Base?
Answering these questions required going deeper than our feedback surveys, and even deeper than customer interviews. So we embarked upon an extensive research project using the Experience mapping method popularized by Adaptive Path.
We recruited 11 customers who had just signed up with Intermedia to participate in a diary study to capture their experiences. The companies varied from as small as two employees to as large as 350.
To map their experience, we conducted interviews, performed daily surveys, and collected all their communication with us to get a full picture of what each customer went through during this process. The study lasted for about two months for each customer.
After completing the diary study with customers, we compiled the interviews and notes into a timeline, listing all touch-points a customer had with Intermedia. Here’s an example.
After creating the timeline, we conducted workshops to map the customer journey. These cross-functional workshops included team members that representatives Sales, Marketing, Onboarding, Product Management, UX and Support.
In these workshops, we discussed how a customer would feel and think at every step in the process. Everyone got creative and visualized the journey using pen and paper. This activity helped us empathize with the customer and identify the high and low points of the experience.
Workshop artifact 1: Listing steps in experience
Workshop artifact 2: Visualizing the experience using pen and paper
We then created digital versions of these Journey Maps. They chronicled the journey with key milestones, customer expectations, their emotional state, positive experiences and issues. We made posters of the Journey Maps and presented them to our larger teams.
The maps became a catalyst for discussion and ideas were submitted from across the company on how to solve the customer issues. We collected the ideas and proposed key projects we should pursue.
We also distributed these maps to our various offices.
Impact to customers
Our teams volunteered to implement new projects ranging from UI changes to process changes that involved multiple divisions.
After these projects were implemented, we noticed the setup process was shortened dramatically. In fact, some customers were able to set up in just one or two interactions with Intermedia.
We also noticed that churn for new customer was reduced by more than 50%. This proved our core belief that providing a worry-free experience for our customers is the key to their success and ours.
If you’re a recent Intermedia customer, we’d love to hear your thoughts on your experience. If you’re not, now is a great time to become an Intermedia customer.