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

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That's because AVweb subscribers are techsavvy, owner-pilots who fly and buy-not
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avionics news

*

february

2014

65


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Avionics News February 2014

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

Point of Communication
AEA Now
International News and Regulatory Updates
PS Engineering Nearing 30
Avionics Shop Customers Must Meet ADS-B 2020 Equipage Mandate
Member Profile
WAAS My Options?
A Conversation With...
No Strings Attached
AEAviators
Rockwell Collins' HeliSure Safety Enhancement Technology for Helicopters
Member Profile
Marketing Report Card
Emotional Connection
The Dependant Navigation Systems AET Endorsement
Business Basics
What's New
Marketplace Classifieds
Avionics News February 2014 - Intro
Avionics News February 2014 - Cover1
Avionics News February 2014 - Cover2
Avionics News February 2014 - 1
Avionics News February 2014 - 2
Avionics News February 2014 - 3
Avionics News February 2014 - Point of Communication
Avionics News February 2014 - 5
Avionics News February 2014 - AEA Now
Avionics News February 2014 - 7
Avionics News February 2014 - 8
Avionics News February 2014 - 9
Avionics News February 2014 - 10
Avionics News February 2014 - 11
Avionics News February 2014 - 12
Avionics News February 2014 - 13
Avionics News February 2014 - 14
Avionics News February 2014 - 15
Avionics News February 2014 - International News and Regulatory Updates
Avionics News February 2014 - 17
Avionics News February 2014 - 18
Avionics News February 2014 - 19
Avionics News February 2014 - PS Engineering Nearing 30
Avionics News February 2014 - 21
Avionics News February 2014 - 22
Avionics News February 2014 - 23
Avionics News February 2014 - Avionics Shop Customers Must Meet ADS-B 2020 Equipage Mandate
Avionics News February 2014 - 25
Avionics News February 2014 - Member Profile
Avionics News February 2014 - 27
Avionics News February 2014 - 28
Avionics News February 2014 - 29
Avionics News February 2014 - WAAS My Options?
Avionics News February 2014 - 31
Avionics News February 2014 - 32
Avionics News February 2014 - 33
Avionics News February 2014 - A Conversation With...
Avionics News February 2014 - 35
Avionics News February 2014 - No Strings Attached
Avionics News February 2014 - 37
Avionics News February 2014 - 38
Avionics News February 2014 - 39
Avionics News February 2014 - AEAviators
Avionics News February 2014 - 41
Avionics News February 2014 - Rockwell Collins' HeliSure Safety Enhancement Technology for Helicopters
Avionics News February 2014 - 43
Avionics News February 2014 - 44
Avionics News February 2014 - 45
Avionics News February 2014 - Member Profile
Avionics News February 2014 - 47
Avionics News February 2014 - 48
Avionics News February 2014 - 49
Avionics News February 2014 - Marketing Report Card
Avionics News February 2014 - 51
Avionics News February 2014 - 52
Avionics News February 2014 - 53
Avionics News February 2014 - Emotional Connection
Avionics News February 2014 - 55
Avionics News February 2014 - 56
Avionics News February 2014 - 57
Avionics News February 2014 - The Dependant Navigation Systems AET Endorsement
Avionics News February 2014 - 59
Avionics News February 2014 - 60
Avionics News February 2014 - 61
Avionics News February 2014 - Business Basics
Avionics News February 2014 - 63
Avionics News February 2014 - 64
Avionics News February 2014 - 65
Avionics News February 2014 - What's New
Avionics News February 2014 - 67
Avionics News February 2014 - 68
Avionics News February 2014 - 69
Avionics News February 2014 - Marketplace Classifieds
Avionics News February 2014 - 71
Avionics News February 2014 - 72
Avionics News February 2014 - Cover3
Avionics News February 2014 - Cover4
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