Last class we were charged with reading Using Customer Journey Maps to Improve Customer Experience by Adam Richardson, and a light bulb went off for me. I say this because within my company, our “customers” may not be our end user. The end users are one customer, certainly, but we can’t forget about the sellers of our product, who, as the Digital Team, we are charged with thinking of them as our customers as we build out processes for them. If we don’t understand their needs, they are not able to use what we build effectively enough to sell product to the “end” end user, and thus make the company money.
However, as I start my new role as a Digital Specialist, I was charged with building the process for our wholesalers to integrate social media into their daily lives, and it dawned on me that there is a severe lack of business processes as well. None, to be exact. We can see in Business Process Mapping that this lack of process has, in this case, derailed all the wholesalers selling our products from using social, which in turn is why we have such a low social following on LinkedIn and Twitter to date. This may seem like a low priority, but if you follow insurance institutions on LinkedIn, such as Prudential, Voya, or SunLife, you can see just how interactive they are in the social realm. This helps their wholesalers sell to more people than just those they know personally, or through business. Social tools have helped insurance wholesalers prospect and grow their book of business in a significant way, at almost double the rate of speed that they were building business in the pre social era.
My next steps within my role are to build out a process for on-boarding all wholesalers from our four product lines onto our social platform, teach them about their respective campaigns that are running from their particular product line, and then give them do’s and don’ts about posting on their personal social platforms. So many processes in so little time.
That makes me pose the question, who else has ever had to build processes from the ground up in their organization, and what did that look like for you? Did you consider the customer journey when building these processes?