Customer experience is fundamental to the success and reputation of every business. An understanding of the customer journey is key to this.
Putting the customer at the heart of everything they do is fundamental to Engage Mutual. That’s why they asked Cherry Tiger to review the customer journey from initial enquiry through to purchase and on-going membership communications.
We started by mapping out the existing customer journey by involving stakeholders across the business, including marketing, customer contact centre, business services and customer insight. As part of this process we analysed management information to identify strengths and weaknesses at key stages within the journey. This enabled us to make recommendations and proposals that enhanced the customer experience.
As a result of the customer journey review, the welcome programme was redesigned to become more engaging and customer focussed. The over 50s life cover upgrade mailing programme was also reviewed and return on investment improved by removing poorly performing packs, improving the timing and frequency of other communications, and introducing follow-up calls to defined customer segments.
"Cherry Tiger demonstrated genuine insight and understanding to reengineer our customer communications. We're delighted with the results we've achieved."
Karen Plummer, Communications Manager.