Using a Customer Journey Map to Boost CX

A customer journey map points the way to success

Altafiber (formerly Cincinnati Bell) needed a plan to ensure a positive customer experience before developing a new mobile customer app. We worked with them to develop a customer journey map that would offer insight into their customers' challenges, needs, and wants to make this happen.

Challenges

Meeting increasing customer demands

Providing quality customer service and meeting demand is an evolving challenge. Altafiber planned to create a mobile application but needed to understand their customers' experiences with their services and processes.

Improving the end-to-end customer journey

A mobile application needs to be designed for convenience and ease of use. Altafiber wanted to ensure a seamless customer experience from start to finish but needed a plan in place to fulfill this goal.

Inform current and future customer-impacted projects

While the top priority was CX for the mobile application, Altafiber knew that the success of future projects would rely on customer experience and insight.

Solutions

Altafiber wanted to provide a meaningful and satisfying experience for customers using the new application and partnered with Fusion Alliance’s team of digital experts to make this happen. We knew that creating a customer journey map would be essential in assessing their current CX strategy and providing insight to better understand and improve end-to-end customer service.

Goal: Create a customer journey map

Before focusing on how Altafiber could better develop and deliver elements of their mobile application, we needed critical insight into their customers to better understand their actions, thoughts, and emotions.

Our solution:

Analyzed collected data to determine the customer base
Created two specific persona profiles representing two separate customer segments
Developed a customer journey map that identified touchpoints and engagements with Altafiber

Goal: Understand current CX and areas for improvement

With a customer journey map and clarity into engagement opportunities between the customer and Altafiber, we could dig deeper into their current customer service strategy.

Our solution:

Performed a gap analysis to find strengths and weaknesses of the existing customer experience
Established specific areas in the journey where both personas experienced friction
Provided a 360-degree view of the current customer experience

Outcomes

Creating a better customer experience

We created a customer journey map that outlined the customer experience, revealed areas of friction, and identified areas for improvement. By determining two specific customer segmentations, it showed multiple areas of friction and where improvement could occur along the customer journey. For the first time, many internal groups got to see how customers experienced Altafiber and could adjust to deliver more meaningful, positive experiences.

Recent work