减少客户旅程中的流失

Use Gartner’s Buy/Own/Advocate Framework toMap Customer Journeysand Deliver BetterCustomer Experiences Augie Ray, Leah Leachman2 April 2024 Use Gartner’s Buy/Own/Advocate Framework toMap Customer Journeys and Deliver BetterCustomer Experiences 2 April 2024 - ID G00752661 - 9 min read FOUNDATIONALThis research is reviewed periodically for accuracy. By Analyst(s): Augie Ray, Leah Leachman Initiatives:Customer Experience Knowing customers’ desired end-to-end journeys helpsorganizations recognize how prospects become customers andcustomers become loyal advocates. Loyalty and customerrelationship leaders can use Gartner’s Buy/Own/AdvocateFramework to build consensus for customer experienceimprovements. Overview Key Findings Organizations that map their customer journeys frequently miss the most powerfulcustomer experience (CX) opportunities, because their map is abbreviated,incomplete and based on assumptions, rather than data.■Effective CX journey mapping activities uncover the most effective ways to keep andgrow customers and convert them into vocal advocates.■ Recommendations To improve your organization’s customer experience: Use Gartner’s Buy/Own/Advocate customer journey framework as a guide tothoroughly explore the customer journey from beginning to end. Use data andresearch to understand the journey desired by customers.■ Develop persona-driven customer journey maps that span the end-to-end journeyand improve focus on the two essential juncture points — purchase and love. Fail todeliver on purchase, and you do not earn a customer, but failing to deliver on love iswhat results in higher churn, lower loyalty and poor reputation.■ For example, while many other quick-service restaurants seek to maximize seat turnoverto improve revenue, Starbucks has long given attention to the CX, creating pleasantenvironments where customers linger. This strategy, including free Wi-Fi, wireless phonecharging and mobile apps to speed ordering, has paid dividends. A decade ago, Starbucksgrew to surpass Wendy’s and Burger King as the third-largest restaurant chain, despitebeing outspent on advertising two to eight times by its competitors.1And in 2021, whenthe pandemic challenged Starbucks’ third place strategy, the brand focused on its loyaltyprogram and improved its mobile platform. This created a surge in drive-through andmobile orders, and permitted Starbucks to retain the title of the world’s most valuablerestaurant brand for the fifth consecutive year.2 To better attract and retain the customers your brand wants and turn them into business-driving champions, use Gartner’s Buy/Own/Advocate journey framework (see Figure 1).This framework reflects that the goal of marketing is not to simply acquire customers, butto create strong, resilient relationships and greater word of mouth (WOM) that reachesand influences other customers. You cannot grow your brand if it suffers from a “leakybucket,” losing existing customers as fast as you can acquire new ones, and a strongjourney framework can help you to find and plug those leaks. Figure 1: The Buy/Own/Advocate Journey Introduction CX leaders must focus on the experiences that turn prospects into customers andcustomers into loyal advocates. This requires a customer-centric approach based on asolid understanding of the customer, balancing immediate brand benefits, such as sales,with leading indicators of success relating to the strength and quality of customerrelationships. Use the Buy/Own/Advocate Customer Journey Framework to AvoidMissteps That Harm Your CX Efforts Customer journey maps are important tools for those seeking to improve their brand’s CX.Journey maps capture customers’ experiences, needs, perceptions and motivations in away that identifies your greatest CX problems and opportunities (see Practical Steps toTurn Customer Journey Maps Into CX Opportunities and Actions). Brands that fail to consider the comprehensive journey from beginning to end may missthe most powerful touchpoints, opportunities and outcomes. This results in a failure toidentify key touchpoints, poor analysis of the root causes of CX issues and an inability toidentify the most powerful opportunities. While considering the end-to-end journey, thereare four common pitfalls that can be easily avoided with careful planning (see Table 1) . Table 1: Common Journey Mapping Pitfalls and Solutions (Enlarged table in Appendix) Use the Buy/Own/Advocate Framework to Map the Entire CustomerJourney and Uncover Your Greatest CX Challenges and Opportunities Use the Buy/Own/Advocate Framework to guide your journey mapping exercises andcustomize the framework to fit your industry, brand and key personas. Individual customerjourneys are often not linear, but regardless of how someone arrives at any given step,your brand must be prepared to serve customer needs and help them to advance. Before you begin, make sure you have the customer data and research you need, andconvene a cross-functional g