Trendspotting: Mapping the Customer Journey
The idea of actually mapping out the typical customer journey can be intimidating and overwhelming. It is no longer that linear path to purchase that we learned many moons ago in Marketing 101. There are now so many variables—thanks to the growing number of communication channels—that ultimately influence the purchase decision that there is no longer a typical path. So, what is the best way to map the customer journey in this multiple-screen, digital age?
In our previous Trendspotting blog about omnichannel personalization, we addressed the importance of knowing where your customer is at any given time so that the messaging is delivered at just the right time, in just the right way. The key to personalized communication is having an understanding of how that customer arrived at their particular point in the journey, so you can ideally influence their next move.
It is not realistic or efficient to map a customer journey for each unique customer. However, using real-time data, you can build customer journeys based on different audience segments and then craft the messaging and delivery that will resonate with that particular group. The data will let you identify certain gateways or obstacles that are inhibiting the journey and create opportunities for better, more fluid communication between the brand and the customer. For example, the data might tell you that customers are abandoning carts due to customer service issues, which can then be addressed through campaign messaging and social engagement.
This process also forces you to observe the customer’s experience through an aggregate lens that takes all potential touchpoints into consideration instead of analyzing how a particular platform might be performing on its own (i.e. social, search, email). All of these channels need to work together and the customer journey map allows us to see how one can be used to support another.
For example, Oreca, a leading manufacturer of sports car parts and aftermarket accessories, was using several online channels to generate sales. By working with IgnitionOne on a single, integrated approach they were able to create audience groups, focus efforts on those most likely to convert, and activate messaging that substantially improved marketing outcomes.
This approach and the corresponding reporting resulted in more efficient delivery and higher marketing ROI:
+83% Higher ROI
+8% Higher Revenue (during
How well do you know your customer? The IgnitionOne Customer Intelligence Platform provides marketers with the tools they need to leverage their valuable customer data and effectively engage with them from a single platform.
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