{"id":334,"date":"2022-08-19T15:35:00","date_gmt":"2023-10-18T15:35:54","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=334"},"modified":"2023-10-18T17:35:24","modified_gmt":"2023-10-18T17:35:24","slug":"how-to-help-customers-navigate-changes-in-processes","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/how-to-help-customers-navigate-changes-in-processes\/","title":{"rendered":"How to Help Customers Navigate Changes in Processes"},"content":{"rendered":"\n

When customers ask this question, there are usually only two reasons behind it:<\/p>\n

\u201cSince when?\u201d could be the customer asking (with surprise and delight) how long you\u2019ve been stocking a product they\u2019ve been searching to find elsewhere. It could also mean they\u2019re thrilled to discover you\u2019ve introduced a promotion that will save them money, or that you\u2019re now offering free shipping on some items.<\/p>\n

However \u201cSince when?\u201d could also mean they\u2019re frustrated to find out they need to input more information to create an account profile on your e-commerce site. They might be unpleasantly surprised to discover that they should have downloaded your mobile app to have a faster, more streamlined experience. If you operate physical stores but some items are now only available online, there may be a sizeable segment of customers who ask \u201cSince when\u201d with indignation.<\/p>\n

Regardless of whether they\u2019re happily taken aback or irritated, the \u201csince when\u201d question reflects a change management<\/a> problem \u2013 or more specifically, a problem in how digital transformation<\/a> affects some of your most common customer-facing processes.<\/p>\n

This may be understandable when you consider the myriad ways in which everyday operations are enhanced by digital technologies. From artificial intelligence (AI)<\/a> tools that make it easier to market and sell products online to an ever-growing number of channels to offer customer service, the scope for potential digital transformation within most companies is vast. But so is the risk of overlooking the fact that customers may be used to traditional ways of engaging with your company, even if some of them were manual and time-consuming.<\/p>\n

Customers often develop new, more effective habits using digital tools in less time than to you think. Managing the transition, however, is key to ensuring the long-term evolution of your customer experience isn\u2019t introducing some unnecessary friction in the short term. According to market research firm IDC, for example, 35 per cent<\/a> of companies with an ad-hoc approach to digital transformation report that their top challenge is getting customers to adapt to new processes.<\/p>\n

Fortunately, there\u2019s a better way to set your company and your customers up for success in adapting to new processes from the outset:<\/p>\n

Pretend You\u2019re The GPS For A New Digital-First Customer Journey<\/b><\/h3>\n

If you operated physical locations and set up a new one with a completely new layout, you probably wouldn\u2019t force customers to find their way around unassisted. You\u2019d set up signage and even station a few employees at strategic locations to ensure they\u2019re ready to answer questions and provide any necessary guidance.<\/p>\n

The same thing applies to processes that may have changed or moved online as you pursue digital transformation. Think about all the potential journeys they might take, such as:<\/p>\n

\u00b7 Creating an online profile or account<\/p>\n

\u00b7 Looking for a product or service<\/p>\n

\u00b7 Making a purchase<\/p>\n

\u00b7 Reaching out for service or support<\/p>\n

\u00b7 Returning a product and asking for a refund<\/p>\n

\u00b7 Making changes to their address or payment information<\/p>\n

Think of these as trips your customers are taking, where you\u2019re acting as their GPS. What kind of directions can you offer that only get them from A to B, but teach them how to find their way without you next time?<\/p>\n

Treat Process Changes With The Same Marketing Approach You\u2019d Apply To A Product Launch<\/b><\/h3>\n

Whether your company develops its own new product or adds one to its portfolio from a third party, there is likely a lot of work involved to make sure the news is well communicated to your customers. They not only need to know that the product exists, but why they should buy it, any customizations available and of course the price.<\/p>\n

These details usually get fleshed out by marketing departments who use ads, press releases and even social media to get the word out. You\u2019re doing your customers a huge favour by being just as proactive with process changes.<\/p>\n

This can really just be about building on marketing best practices you already have in place. For instance, you might:<\/p>\n

\u00b7 Provide the rationale for a major process change in a blog post<\/p>\n

\u00b7 Produce a video that shows a fictitious customer successfully executing a changed process<\/p>\n

\u00b7 Promoting updates about process changes via social media, your e-mail newsletter or even on a branded podcast<\/p>\n

Approaching this as a marketing campaign is also smart because that means you\u2019ll be sure to track how customers engage with this content and actually learn what they need to know.<\/p>\n

Make The Incentives And Rewards Behind The Changes As Visible As Possible<\/b><\/h3>\n

It may customers a moment to get used to the new steps involved in paying for their items in line, but is it faster than before? Is it an order of magnitude better than asking them to stand in line at a physical location? Don\u2019t assume this will be obvious. Tell them.<\/p>\n

Though content posted around menu buttons as they fill their shopping cart for example, briefly describe how the process change takes shopping from \u201cquick\u201d to \u201cinstant.\u201d When they check out, add details in their receipt about how fast it really was, and compare it with benchmark data based on the previous process.<\/p>\n

Do the same thing when you\u2019re deploying a chatbot to deal with some of the most common troubleshooting questions rather than forcing your most skilled agents to do the same thing by phone. If you\u2019re able to offer a tangible reward for trying a new process out, make sure that\u2019s part of your customer marketing campaign.<\/p>\n

Bonus Tip: Revisit Your Process Change Uptake<\/b><\/h3>\n

As digital transformation unfolds, it\u2019s easy to focus on the most recent process changes and assume (or hope) that previous ones have taken hold. That\u2019s a mistake.<\/p>\n

Instead, take a periodic step back to assess your progress in helping your customers transition the way they engage. Data collected by your customer service team could provide a reality check here: if you\u2019re continuing to get a lot of outreach from customers who are confused or upset by changes you\u2019ve made to existing process, there\u2019s clearly more communication that needs to be done.<\/p>\n

Process change \u2013 like all change \u2013 is a constant. So make sure you\u2019re constantly leading your customers towards the better experience<\/a> you\u2019re aiming to provide them through digital transformation.<\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

Process change is a constant. So make sure you\u2019re constantly leading your customers towards a better experience through digital transformation.<\/p>\n","protected":false},"author":1,"featured_media":336,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[5],"sf_content_type":[],"coauthors":[2],"class_list":["post-334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-relationships"],"yoast_head":"\nHow to Help Customers Navigate Changes in Processes - Salesforce<\/title>\n<meta name=\"description\" content=\"Process change is a constant. 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