Customer Talk announced (http://www NULL.customertalk NULL.nl/nieuws/id4973-Hinl_ontwikkelt_nieuwe_website_op_basis_klantreis NULL.html) that Hi.nl, the Y-generation telecom brand by KPN has revamped its website (http://www NULL.hi NULL.nl/home NULL.htm) based on customer journey and customer needs. The key argument was that for the end consumer, the sales and service parts of the website, which within KPN are different departments, actually represent one thing. The website is targeting both new and current customers, who either need information about subscriptions and phones or want to login to MyHi. In the eyes of the Hi customer, however, this is just one point of interaction with the company.
Burning with curiosity I surfed to Hi.nl (http://www NULL.hi NULL.nl/home NULL.htm) to see what has changed. The website definitely looks very “customer-oriented”, but since the old website is no longer online it’s hard to judge what has been improved. Maybe it’s easier and more useful to explain first what customer journey mapping is, why Hi used it to optimize this service channel and how the new website fits the omnichannel CRM (http://www NULL.omnichannel NULL.nl/?p=799) criteria.
What is customer journey mapping?
“Visualizing the process of purchase of a product and service viewed from the customer’s perspective. It describes the customer’s experiences during the process of orientation, purchase and use of this product/service.”
(http://www NULL.omnichannel NULL.nl/wordpress/wp-content/uploads/2011/09/Customer-journey_GROOT NULL.jpg)
The main goal of customer journey mapping is to discover important interaction moments with your customer. It helps to identify moments when the service you deliver does not meet the expectations of the customer (below Neutral), or when it exceeds them (above Neutral). These moments are crucial since it if expectations are not met the customer can decide to stop a certain process or even get so frustrated that he can switch to a competitor brand. In the first case you get a dissatisfied customer, in the second, you lose him. Customer journey mapping helps you to discover gaps between business goals and customer needs and get insight in the synergy between your channels, so you can improve them. Customer journey mapping is an essential step towards omnichannel CRM, since it focused on the customer perspective and his experience with your brand. It allows you to see if (and how) fragmented the experience of your customer is due to channel silo’s.
The Hi customers’ needs
Obviously, for Hi the task at hand was to offer both potential and current customers a uniform experience on the website.
So how does the new Hi website meet these customers’ needs?
+ Current and potential customers – Service & Contact information is on a prominent place on top of the page. This is crucial for Omnichannel CRM, you don’t want to “hide” contact channels from your customers. It is even available on three places on the home page (in the My Hi section and at the bottom of the home page).
+ Current customers- My Hi is also very well visible and on top of the main menu, making it easy for current customers to access their information. The Hi.nl website is mainly a service channel for current customers and they spend most of their time on MyHi.
+ Current and potential customers – Social media gadgets such as Facebook, Twitter and Hyves are placed on the right above the fold and provide an excellent opportunity to engage customers in interaction with the Hi brand on these channels. The Hi target group are very active on social networks so this is definitely a “must have” function.
- Potential customers – A big minus point for Hi is that they placed the commercial information above the fold, and the personal MyHi information below. This exposes the customer immediately to the commercial section when he enters the website. I don’t think this was made out of consideration for current customers’ needs.
+ Current customers – The personal My Hi section contains direct links to FAQs, which are framed as Handy links. These are definitely very well adapted to what a Hi customer needs. Usually such links are hidden somewhere in the FAQ section, but Hi placed them on a prominent place in the personal section. This significantly enhances the service experience, since customers can solve most of the frequent issues online.
+ Current and potential cutomers – Simplicity. A big plus in any channel. Hi managed to keep only the most important information and the website looks crisp and clear. The main subscription offerings are listed above and everything you might need as a new or current customer is easy to find. Well done, Hi!