Time to write about one more disappointing experience and this time it is with India’s leading Travel Portal MakeMyTrip (MMT)
To keep it simple a CJM captures various elements of customer experience in a structured format and ultimately serves as a rich source to identify key problem areas and potential innovative solutions to resolve them too.
The CJM is typically divided into three sections.
- The first section is “Customer Centric” where it captures the customer’s actions in journey, his experience in each step, the kind of attitude / feeling that he experiences and the tangible / physical expectation that he looks for in each step.
- The various “actions” performed by the customer performed during the journey can be as simple as making a hotel reservation over web as well as the actual journey to the destination
- The “Experience” the customer has met with during the journey would include both positive and negative experience. The positive ones are definitely a source of differentiation whereas the negative ones are to be explored further for real root causes to resolve them
- Customer’s “Attitude or Feeling” during each of his steps in the journey captures some of the subtle things like his eagerness to go for a great vacation, his hope, his need for an assurance, disappointment etc. Understanding and acting on these Subtle needs by Organizations can be a source to create a “WOW” experience for their customers
- Customer’s “Needs” are tangible needs that the customer looks for in each step.
- The second section is “On Stage” section that captures the people / groups involved in the whole journey other than the customer. It could be MMT’s Staff, the supplier hotel staff members etc
- The third section captures all “Back stage” systems / things involved in supporting the people in the “On Stage” to perform effectively. It could be a combination of systems / people / processes. This map may not have many details on this as I don’t know the internal set-up of MMT.
The above introduction is to give you some understanding on what a customer journey map is to make it easier for you to appreciate the below journey map prepared. As the journey map is pretty wide, I have split this into 2 pieces and placed in a sequence (Click the above to zoom and view the Journey map in full screen)
As you see above, there are some great moments of Satisfaction as well as dissatisfaction. The moments of Satisfaction are availability of one such great brand like MMT as a single source for all your travel needs, multiple payment options including options to pay using your loyalty cards like Payback, an assured confirmation message about the hotel availability etc
On the other side there are serious disappointments created to the customer like Hotel supplier not able to honour the booking made through MMT, inability to effectively handle customer’s concern by my MMT staff when the customer is stranded in the middle of night, a poorly integrated system that sends an SMS to the customer to share about his great experience though the actual booking is cancelled as the hotel supplier is not able to honour MMT booking, unable to differentiate the booking as whether it is a customer initiated cancellation or MMT initiated cancellation, extended lead time to credit back the money and handling exception cases like credit of loyalty points back to customer accounts promptly without a need for multiple interactions.
Source of problems (as well as solutions) could be a poorly integrated system with Supplier inventory management system, disconnected system that fires email / SMS notification without even aware of the current status of booking, not having markers in the cancellation to differentiate between customer initiated cancellation versus company initiated cancellation, better training of customer staff and having in place some backups / alternatives if a customer is met with such a situation.
These solutions can probably only help to meet the expectation but to really WOW your customers you may to do a deeper introspection on customer’s attitude and experience section…