Avionics News February 2014 - 65

again for other segments of your
customers, such as owner-operators
versus corporate aircraft to see how
their journeys may vary. You may find
these segments experience the path in
different ways with their own touch
points, expectations and aggravations.
LEARNING POINTS
With a complete sketch of the customer journey, you can look into the root
causes of customer challenges, suggested
consultancy HawkPartners. Ultimately,
improving points where your customers'
experiences differ from your internal
perceptions of your service can make
your processes more efficient, your customer communication more effective,
and your staff training more comprehensive so the path is more pleasurable.
Indeed, working through a journey

map is wasted time if you don't put it to
work. The natural place to start is with
those touch points that can make or break
customer purchase decisions because of
the strong emotions they create. These
have the biggest impact on your brand,
according to MMR Strategy, so create
optimal experiences here that mirror
your customers' expectations. Prioritize
your efforts on improving these over
those that are less important, or those
that don't require as much improvement.
Likewise, visit those touch points
used by most customers, most frequently, such as websites, service
delivery or lounges. These areas will
yield the most productive results with
additional resources. And in both of
these cases, you give yourself the
opportunity for some quick wins in
improving customer experience,

according to CMG Partners, which
will aid in team buy-in.
Redouble this effort by ensuring
your people understand the customerjourney paths you've described; distribute individual copies, or even hang
posters prominently, so everyone in the
company understands this service is a
shop effort, not something only a few
employees do. This also helps remind
each employee that the touch points
they're responsible for are vital to the
customers' satisfaction, which helps
inspire greater performance.
This, after all, is the ultimate goal of
customer journey mapping: to improve
your shop's service delivery to make
buying from you something every customer wants to talk about. By walking
through the process yourself, you'll
give them a better story to tell. q

AVweb:

Not for wanna-be's or used-to-be's.
Over 230,000 news-hungry
subscribers,
More than 82% are owner-pilots
who fly and buy.
AVwebFlash and AVwebBiz e-newsletters are
published four days weekly, providing the
latest GA news to active owner-pilots who
want to keep up with the latest industry
news, new products and technology-delivered
to their iPhones, iPads, Androids, tablets
and desktops.
AVweb advertisers including Avidyne,
Aspen Avionics, BendixKing, Bose, Flightcom,
ForeFlight and Sennheiser know that Avweb
delivers.

That's because AVweb subscribers are techsavvy, owner-pilots who fly and buy-not
wanna-be's or used-to-be's.
They want news they can use: expert video
in-flight demos, new product analysis and
comparison, industry commentary and blogs,
and now, features about proficiency, safety
and the emergence of restored, rebuilt and
remanufactured aircraft.
You read AVweb, your customers read AVweb.
It's free and it's fast.
Find out how AVweb advertising, webinars
and videos can deliver customers for you.
Ask about special ad rates for AEA members. Call Tom Bliss at 602-625-6815.
Or, email: tom@avweb.com.

The world's premier independent GA news source.
avionics news

february

2014

http://www.avweb.com

Avionics News February 2014

Table of Contents for the Digital Edition of Avionics News February 2014