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2 days ago
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- Martechvibe
How to Repair Fragmented Touchpoints with Customer Journey Mapping
KPI dashboards may show green, but your customer's experience could be flashing red. While early-stage companies focus on metrics, what's often missed is the growing disconnect between customer expectations and what's actually delivered. David Lee Howard 2 hours ago Early-stage businesses often feel confident when their dashboards show green, and all Key Performance Indicator (KPI) targets are definable and on track. However, there is little room for transformation without a consistent customer journey. Beneath the surface, fragmented touchpoints can quietly undermine customer loyalty, erode team morale, and set the stage for inevitable stagnation. A recent study by PwC revealed that 32% will leave after just one bad experience. Customer expectations evolve faster than quarterly reviews, especially when expectations are unclear during onboarding. KPI targets do not clearly define the root cause of poor experiences. A dashboard or spreadsheet will provide a high-level overview of the business's health and, by design, does not drill down to the details of the customer's experience. Each touchpoint in the customer journey will reveal opportunities to identify customer needs and a baseline for improvement. This article will delve into various fragmented touchpoints that can hinder business growth, including broken onboarding experiences, the effects of siloed teams, and inconsistent messaging. Broken Onboarding Journeys: There are no second chances Onboarding is the customer's first point of contact. The onboarding experience should be repeatable, and the onboarding representative should define each touchpoint from initial interaction to full integration. The customer should understand the expectations and their role in the project. Customers will quickly disengage if they do not feel in control of their journey. Often, there are no second chances to recover a customer from a poor onboarding experience. An outline of touchpoints for a typical onboarding. Orientation of the project and the desired outcome. Roles of each stakeholder of the project and defined milestones. Training and customer development to provide the customer with the knowledge to be successful. Customer engagement within the project and scheduled check-ins. Feedback during each milestone will uncover areas of improvement. These touchpoints are critical for the project's success and will provide ample opportunity to assess the current journey. Routinely auditing the onboard experience will be essential as the business reaches a new growth milestone. Customer feedback will assist in identifying inconsistencies and friction points that ensure sustainable scalability and customer retention. Fragmented onboarding processes will damage a business's reputation as negative experiences will circulate to future customers, damage the brand reputation and culture, and reduce customer retention. It is hard to quantify how long it will take for the business to recover from several bad onboarding experiences, and it will depend on several factors. It is vital to ensure that the customer feels supported initially. ALSO READ: Why Your Support and Success Teams Need to Merge Siloed Teams: The Hidden Cost of Staying Lean Many businesses have embraced leaner teams to maintain overhead costs. While this approach increases agility, it often comes at a hidden cost: siloed teams and internal role confusion. Customers still expect the business to deliver while providing exceptional service. The Harvard Business Review stated in a 2022 study that 76% of executives report that organisational silos negatively impact customer experience. Yet only 22% will take steps to address the issue that causes the silo. One company in the report cited that due to a lack of coordination between sales and onboarding teams, nearly 30% of new customers experienced delays or confusion within the first 10 days, leading to a spike in churn. ALSO READ: The Silent Loyalty Killer: Internal Misalignment Between CX and Operations Success can be driven by lean models if implemented strategically. However, without careful coordination, internal teams are often required to accomplish tasks outside of their intended roles and are required to provide results while being isolated. This downward spiral will overextend employees and increase the chances of delayed touchpoints. Applying custom formulas to the customer journey will enable business owners to evaluate each touchpoint by time, resources, and ownership, regardless of the team structure. Technology is also essential. It will assist in connecting teams and reducing internal confusion. Communication platforms, customer journey tracking tools, and collaborative project management systems will unify teams. These tools will also assist by identifying breakdowns and will keep the customer focused. Inconsistent Messaging: Consistency Builds Trust A business's communication standard defines customer relationships. Uniformed and aligned messages will decrease hesitation and confusion while building a strong foundation for a successful relationship. Customer retention will continue to be negatively affected by even the smallest of inconsistencies. Careful attention to these details in various channels will increase the source's trustworthiness. Customers engage with businesses through omnichannel, which includes customer support, social media, website contact forms, and replies to email campaigns. If the voice or details of the service of the business shift depending on the channel, it creates cognitive dissonance. The customer will question which channel or representative is reputable and genuine. The customer incurs additional fees if a company launches a 'No Hidden Fees' advertisement. The backlash will result in negative reviews, social backlash, and cancellations. Despite having a strong marketing plan, inconsistent messaging will cause a trust breakdown that could take years to recover the brand's reputation. From a business's sales pitch to support scripts, each message should be consistent with the customer journey. That requires cross-functional collaboration, centralised messaging guidelines, and proactive training to align teams. In today's market, consistency isn't about branding; it is about consistently delivering on your word, and trust will be the differentiator. Causes for failure do not happen overnight, and a business's success is not guaranteed. Fragmented onboarding, siloed teams, and inconsistent messages are the detractors of success. The variety in a business's success lies in the customer experience, even if metrics suggest a positive quarter. Designing a seamless journey will build lasting growth, accentuate each touch point, and ensure the customer's success. Momentum begins when operations, people, and communications work harmoniously with the customer journey. ALSO READ: Value Orchestration is What's Next for Customer Success David Lee Howard brings over 20 years of expertise in Customer Experience, with a deep passion for enhancing SaaS and software-driven customer journeys. David, a seasoned technical support leader, has also held key roles in training, sales, and advanced support. Currently serving in a business consulting capacity, he helps individuals and organisations implement customised customer journeys using tools such as Event Technology, CRMs, and other web-based platforms. 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Purposefully built to enhance the efficiency and productivity of sales professionals, this CRM solution has an intuitive setup and robust capabilities. It facilitates lead generation, comprehensive sales analytics, and seamless business expansion. VISIT WEBSITE Oracle NetSuite CRM, a component of Oracle's business software suite, is for all midsize and booming businesses that want a comprehensive, integrated CRM solution with ERP capabilities. Using it, customers and partners can directly interact with the platform, freeing the additional work load for their sales team. VISIT WEBSITE Microsoft Dynamics 365 Sales represents a robust cloud-based CRM solution brimming with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring and sentiment analysis. VISIT WEBSITE Less Annoying is a CRM software that utilises a straightforward search feature within its contact management system, making it easy to track contacts. It is ideal for small-sized businesses and offers a highly intuitive and user-friendly interface. VISIT WEBSITE Insightly offers CRM software solutions for enterprises looking to understand their audience data across various marketing functions. It integrates seamlessly with third-party apps, streamlining workflow automation, including bulk emailing and report generation. VISIT WEBSITE HubSpot's sleek dashboard with consolidated CRM tools simplify complex customer data, further transforming it into meaningful insights. Complementing typical CRM functionalities, HubSpot provides tailored options, including conversation intelligence and email monitoring. VISIT WEBSITE Apptivo delivers adaptable and web-based CRM solutions, enabling marketing and sales teams to streamline all customer service requirements across various devices and browsers. Despite its focused feature set, it encompasses over 65 interconnected applications alongside a robust sales pipeline management tool, ensuring efficient tracking of potential leads without any downtime. VISIT WEBSITE Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities. VISIT WEBSITE Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem. VISIT WEBSITE Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform. VISIT WEBSITE Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle. VISIT WEBSITE OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences. VISIT WEBSITE Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale. VISIT WEBSITE Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases. VISIT WEBSITE Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market. VISIT WEBSITE Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle. VISIT WEBSITE HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals. VISIT WEBSITE Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales. VISIT WEBSITE Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics. VISIT WEBSITE Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage. VISIT WEBSITE Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio. VISIT WEBSITE
Sinar Daily
6 days ago
- Business
- Sinar Daily
Ministerial resignations signal need for Cabinet reshuffle
KUALA LUMPUR - The resignations of Economy Minister Datuk Seri Rafizi Ramli and Natural Resources and Environmental Sustainability Minister Nik Nazmi Nik Ahmad today have been described by analysts as a turning point signalling the need for a Cabinet reshuffle within the Madani government. Political analyst Prof Datuk Dr Sivamurugan Pandian, who is with Universiti Sains Malaysia said the development takes into account factors such as the possibility of other ministers or deputy ministers from 'Rafizi's faction' in Parti Keadilan Rakyat (PKR) following suit. He added that another factor to consider is the status of Investment, Trade and Industry Minister Tengku Datuk Seri Zafrul Abdul Aziz, whose term as Senator is set to expire in December. "Given the current situation, this might be the right time for a Cabinet reshuffle. With Rafizi's resignation, followed by Nik Nazmi's, and possibly more to come, a comprehensive reshuffle is necessary to ensure the Prime Minister (Datuk Seri Anwar Ibrahim) has a team fully committed to leading the country for the remainder of the term. "A Cabinet reshuffle is important not only to fill the vacancies left by outgoing ministers but also to ensure government stability and maintain public confidence and trust,' he told Bernama. Rafizi and Nik Nazmi, who failed to retain their positions in the recent PKR central leadership election, have announced their resignations, effective June 17 and July 4, respectively. Commenting further, Sivamurugan said any Cabinet reshuffle should be guided by the key performance indicators (KPI) previously set for all ministers and deputy ministers. Senior lecturer at the Faculty of Administrative Science and Policy Studies, Universiti Teknologi Mara Kedah, Dr Jazimin Zakaria, suggested the government should consider appointing more technocrats in the event of a Cabinet reshuffle. "Rafizi's decision is unhealthy; it is a political emotional reaction. While it may be due to issues of integrity or loyalty to the party, the timing is not right, especially when we are facing a trade war. Therefore, it is worth considering technocrats, prioritising quality and performance,' he said. Meanwhile, political analyst from Universiti Teknologi Malaysia, Assoc Prof Dr Mazlan Ali, said the ministerial resignations are in line with the democratic practices upheld in the country and stressed that these will not undermine the stability of the Madani government. "This is a normal occurrence in a democracy; when individuals holding office lose their party mandate, they step down accordingly. There is a possibility that some ministry-level planning might be affected, but overall, it will not have a major impact on government policy,' he said. Natural Resources and Environmental Sustainability Minister Nik Nazmi Nik Ahmad leaves his office after announcing his resignation, which will take effect on July 4, 2025. - Photo by Bernama The Perdana Centre, Faculty of Social Sciences and Humanities lecturer expressed confidence in Anwar's wisdom, describing him as having a contingency plan in managing the resignations within his Cabinet. He added that the Prime Minister also has the advantage of leading a government supported by an efficient Cabinet and a strong parliamentary majority. Universiti Malaya socio-political analyst Datuk Prof Dr Awang Azman Awang Pawi said the competence and experience of civil servants in the relevant ministries will ensure that there is no disruption to the implementation of previously planned policies. "Furthermore, the selection of replacements will surely reflect the Madani government's commitment to meritocracy and inclusivity, while ensuring continuity of the country's reform agenda,' he said. All analysts agreed that the individuals appointed to succeed the outgoing ministers must demonstrate courage, responsibility, and the competence to carry forward and enhance existing policies. - BERNAMA
The Star
7 days ago
- Business
- The Star
Cabinet resignations signal need for reshuffle, say analysts
KUALA LUMPUR: The resignations of Economy Minister Datuk Seri Rafizi Ramli and Natural Resources and Environmental Sustainability Minister Nik Nazmi Nik Ahmad have been described by analysts as a turning point, signalling the need for a Cabinet reshuffle within the Madani government. Political analyst Prof Datuk Dr Sivamurugan Pandian, who is with Universiti Sains Malaysia (USM), said the development takes into account factors such as the possibility of other ministers or deputy ministers from 'Rafizi's faction' in Parti Keadilan Rakyat (PKR) following suit. He added that another factor to consider is the status of Investment, Trade and Industry Minister Tengku Datuk Seri Zafrul Abdul Aziz, whose term as Senator is set to expire in December. "Given the current situation, this might be the right time for a Cabinet reshuffle. With Rafizi's resignation, followed by Nik Nazmi's, and possibly more to come, a comprehensive reshuffle is necessary to ensure the Prime Minister (Datuk Seri Anwar Ibrahim) has a team fully committed to leading the country for the remainder of the term. "A Cabinet reshuffle is important not only to fill the vacancies left by outgoing ministers but also to ensure government stability and maintain public confidence and trust,' he told Bernama. Rafizi and Nik Nazmi, who failed to retain their positions in the recent PKR central leadership election, have announced their resignations, effective June 17 and July 4, respectively. Commenting further, Sivamurugan said any Cabinet reshuffle should be guided by the key performance indicators (KPI) previously set for all ministers and deputy ministers. Senior lecturer at the Faculty of Administrative Science and Policy Studies, Universiti Teknologi MARA (UiTM) Kedah, Dr Jazimin Zakaria, suggested the government should consider appointing more technocrats in the event of a Cabinet reshuffle. "Rafizi's decision is unhealthy; it is a political emotional reaction. While it may be due to issues of integrity or loyalty to the party, the timing is not right, especially when we are facing a trade war. Therefore, it is worth considering technocrats, prioritising quality and performance,' he said. Meanwhile, political analyst from Universiti Teknologi Malaysia (UTM), Assoc Prof Dr Mazlan Ali, said the ministerial resignations are in line with the democratic practices upheld in the country and stressed that these will not undermine the stability of the MADANI government. "This is a normal occurrence in a democracy; when individuals holding office lose their party mandate, they step down accordingly. There is a possibility that some ministry-level planning might be affected, but overall, it will not have a major impact on government policy,' he said. The Perdana Centre, Faculty of Social Sciences and Humanities lecturer expressed confidence in Anwar's wisdom, describing him as having a contingency plan in managing the resignations within his Cabinet. He added that the Prime Minister also has the advantage of leading a government supported by an efficient Cabinet and a strong parliamentary majority. Universiti Malaya socio-political analyst Datuk Prof Dr Awang Azman Awang Pawi said the competence and experience of civil servants in the relevant ministries will ensure that there is no disruption to the implementation of previously planned policies. "Furthermore, the selection of replacements will surely reflect the Madani government's commitment to meritocracy and inclusivity, while ensuring continuity of the country's reform agenda,' he said. All analysts agreed that the individuals appointed to succeed the outgoing ministers must demonstrate courage, responsibility, and the competence to carry forward and enhance existing policies.- Bernama
Barnama
7 days ago
- Business
- Barnama
Ministerial Resignations Signal Need For Cabinet Reshuffle
KUALA LUMPUR, May 28 (Bernama) -- The resignations of Economy Minister Datuk Seri Rafizi Ramli and Natural Resources and Environmental Sustainability Minister Nik Nazmi Nik Ahmad today have been described by analysts as a turning point signalling the need for a Cabinet reshuffle within the MADANI government. Political analyst Prof Datuk Dr Sivamurugan Pandian, who is with Universiti Sains Malaysia (USM), said the development takes into account factors such as the possibility of other ministers or deputy ministers from 'Rafizi's faction' in Parti Keadilan Rakyat (PKR) following suit. He added that another factor to consider is the status of Investment, Trade and Industry Minister Tengku Datuk Seri Zafrul Abdul Aziz, whose term as Senator is set to expire in December. 'Given the current situation, this might be the right time for a Cabinet reshuffle. With Rafizi's resignation, followed by Nik Nazmi's, and possibly more to come, a comprehensive reshuffle is necessary to ensure the Prime Minister (Datuk Seri Anwar Ibrahim) has a team fully committed to leading the country for the remainder of the term. 'A Cabinet reshuffle is important not only to fill the vacancies left by outgoing ministers but also to ensure government stability and maintain public confidence and trust,' he told Bernama. Rafizi and Nik Nazmi, who failed to retain their positions in the recent PKR central leadership election, have announced their resignations, effective June 17 and July 4, respectively. Commenting further, Sivamurugan said any Cabinet reshuffle should be guided by the key performance indicators (KPI) previously set for all ministers and deputy ministers. Senior lecturer at the Faculty of Administrative Science and Policy Studies, Universiti Teknologi MARA (UiTM) Kedah, Dr Jazimin Zakaria, suggested the government should consider appointing more technocrats in the event of a Cabinet reshuffle. 'Rafizi's decision is unhealthy; it is a political emotional reaction. While it may be due to issues of integrity or loyalty to the party, the timing is not right, especially when we are facing a trade war. Therefore, it is worth considering technocrats, prioritising quality and performance,' he said.
Mint
26-05-2025
- Automotive
- Mint
Tata Motors' headcount, senior pay squeezed as sales dip in FY25
New Delhi: For the first time in five years, automotive manufacturer Tata Motors saw its workforce shrink in a fiscal year, when its employee base fell 3% in FY25 compared to the previous fiscal. Alongside, the fiscal also saw median salary hikes for its senior-most executives at just 3% compared to 15% in FY24, according to data from its annual report of FY2024-25. The twin developments happened in the backdrop of falling demand for its cars, trucks and buses in the fiscal. The total employee count of the country's third-largest automaker, excluding employees of its UK-based subsidiary Jaguar Land Rover, fell from 60,113 employees, including workers, in FY24 to 58,442 employees in FY25, the first such fall since 2019-20. In FY24, Tata Motors had increased its workforce by 6%. Much of the fall was due to the decline of non-managerial personnel to 45,486 during the last fiscal from 47,495 in the year ago period. A Tata Motors spokesperson clarified that the fall in employee count was not reflective of the business environment. Also read | How Tata Motors plans to win back the market with its hatchbacks 'The change in non-managerial personnel is a year-end position and not representative of the underlying business fundamentals," the spokesperson said, responding to Mint's queries. Meanwhile, one of the exceptions to the 3% median salary hike for senior employees was Girish Wagh, the company's executive director, who received a 22% increase in his salary to ₹8.53 crore. To be sure, the median salary hike for all employees did see a rise–from 6.1% in FY24 to 6.5% in FY25. 'The salary increases for directors and KMPs reflect the KPI (key performance indicator) delivery and a high base effect," a company spokesperson said. The company recorded muted 1.3% growth in consolidated revenue to ₹4.39 trillion in FY25, as sales fell globally. Net profit for the year fell 11% to ₹28,100 crore, from ₹31,800 crore in FY24. The passenger vehicle division of Tata Motors recorded a 7.5% decline in revenue to ₹48,445 crore in FY25 amid a 3% fall in total sales to 556,263 cars. Similarly, the commercial vehicle segment also recorded a 4.7% fall in revenue to ₹75,053 crore as sales fell 5% to 358,570 vehicles. Broader industry trend These developments at Tata Motors raise questions about the health of the wider auto industry. The overall market for passenger vehicles (PVs–including cars and SUVs) grew just 2% in the previous financial year to 4.3 million units. In the current fiscal, industry expectations peg growth at 1-2%. 'Hiring in the auto sector is seeing some slowdown, mostly because of lower sales of regular cars and two-wheelers, although commercial vehicles are steady and electric vehicles continue to grow," said Neeti Sharma, chief executive at TeamLease Digital. 'Jobs in traditional areas like manufacturing, sales, and general IT are fewer." As per data from Federation of Automobile Dealers Associations, commercial vehicle sales in FY25 was nearly flat at 1 million units while electric passenger vehicle sales grew 17% to 107,645 units in the same period. Also read | From Tiago to Curvv: offers major price cuts and perks across EV range Tata Motors was not alone in recording a decline in sales. India's No.2 automaker Hyundai Motor India Ltd also recorded a 3% decline in sales, with domestic sales falling to 599,000 from 614,000 in FY24. To be sure, market leader Maruti Suzuki India Ltd saw domestic market growth at 3% in FY25 to 1.9 million units, compared to 9% growth in FY24. 'Unless something changes, the domestic market will remain muted," said R.C. Bhargava, chairman of Maruti Suzuki India Ltd, post declaration of the firm's Q4 results on 25 April. 'In this current year, sales of small cars have declined by about 9%. If there is such a decline in the sales of cars that can be afforded by 88% of people earning, how can we expect growth?" Natarajan Chandrasekaran, chairman of Tata Motors' board, said in a message to shareholders: 'The Indian passenger vehicle industry entered a phase of consolidation following years of high growth, with steady demand tempered by macroeconomic factors." Can Tata Motors' numbers recover? Analysts remain divided on whether Tata Motors' growth in revenue and profits will bounce back. 'Refresh launches of Altroz and Tiago (launched in Q4) will help Tata Motors regain lost market share in hatches, while the launch of Sierra ICE and EV and Harrier EV may strengthen UV share," Jay Kale of Elara Capital wrote in a 14 May note. However, a key factor to watch for will be whether the demand for its overall products picks up in a slow car market. 'In India, both CV and PV businesses are seeing moderation in demand. Given these headwinds, we have lowered our earnings estimates for Tata Motors by 12%/5% over FY26/FY27," Aniket Mhatre of Motilal Oswal Financial Services wrote in a 14 May note. In 2025, Tata Motors share price has fallen by 2.7% as against a 2.63% rise in Nifty Auto. Also read | Tata Motors' windscreen is hazy amid the fog of tariffs
