High-Effort Customer Journeys
Mapping complete customer experiences to reduce effort and improve satisfaction
The Challenge
Customer satisfaction (CSAT) scores were declining despite improvements in individual KPIs. Leadership suspected that focusing on transaction-level metrics was missing the bigger picture of overall customer experience.
"We needed to understand the complete customer journey—every touchpoint, every handoff, every moment of friction. Transaction audits weren't showing us where customers were really struggling."
Our team shifted from transaction-based audits to end-to-end customer journey analysis, tracking 60 complete cases across all interaction points.
Critical Findings
72%
Issues taking more than 10 days to resolve
21%
Cases extending beyond 25 days
Resolution Time Distribution
Real Journey Patterns
OTP Security Vulnerability
Delivery executive collected OTP over phone but didn't deliver product for 6 days while marking it "delivered" in system.
Disposition Error Loop
Delivery executive marked COD order as "cancelled" after delivering. System couldn't change status, no refund possible for paid order.
Lost Product Journey
High-value furniture order. When customer requested Tamil agent support, no transfer happened. Product never recovered, refund issued after 30 days.
Key Insights Uncovered
🔄 Broken Handoffs
Average 18-22 handoffs per complex case. Each handoff resets context, forcing customers to re-explain their issues repeatedly.
📱 Delivery Executive Issues
Multiple cases of marking products "delivered" without actual delivery. OTP collected over phone creating security gaps.
⚡ L1 Empowerment Gap
L1 teams can't communicate with logistics directly. Customers trapped in endless loops waiting for backend updates.
🌐 Language Barriers
Regional language requests not fulfilled. No proper escalation for language-specific support needs.
Impact Delivered
Complete Journey Visibility
Mapped all touchpoints across channels, showing exact points where customer effort increased unnecessarily.
Delivery Process Gaps
Documented systematic malpractice patterns including OTP fraud and false delivery confirmations.
Empowerment Recommendations
Identified specific areas where L1 teams need direct logistics access to resolve issues faster.
Effort Reduction Roadmap
Created actionable plan to reduce resolution time from 25+ days to under 5 days for 70% of cases.
Our Recommendations
- Implement journey-level SLAs instead of transaction-based metrics to ensure end-to-end resolution tracking
- Empower L1 teams with direct logistics communication channels to break dependency loops
- Prevent OTP fraud through customer education and delivery executive training on security protocols
- Define attempt thresholds for high-priority escalation and relationship management triggers
- Regional language routing to ensure customers get support in their preferred language from first contact
Reduce Customer Effort
Our customer journey analytics reveal exactly where your processes are creating unnecessary friction.
Start Journey Mapping