CUSTOMER JOURNEY The brands that understand their customers journey and the need for personalised interactions will be those who succeed in this new era. You need to create a deep relationship with your customer and a brand purpose that resonates beyond traditional marketing or risk losing the interest of your consumers.
CUSTOMER JOURNEY
The more digital the world becomes, the more important the human aspect will be. The human aspect can be the biggest differentiator for companies in this world of algorithms.
QUESTION
WHAT IS CUSTOMER JOURNEY [MAPPING]?
ANSWER
A customer journey map is a diagram of all the places customers come into contact with your brand, online or off.
The goal of journey mapping is to gain a deeper understanding of your customer, how they interact with your brand, and how each interaction affects your relationship.
A way to ensure that the brand experience remains consistent for each customer across touchpoints
WHAT IS CUSTOMER JOURNEY MAPPING? Simplified customer processes From a customer perspective Visualize the customer experience Clear structure of episodes, channels and touchpoints Look at the customer experience from different point of views
WHY CUSTOMER JOURNEYS?
Memorable (“move” your Personal (know your customer) Sustainable (connect with your customer) customer)
To create, facilitate and cherish valuable contact moments with your customer
WHAT JUST HAPPENED?
EXPERIENCE
SERVICE LEVELS
CHANGES IN THE MARKET
EXPERIENCE ECONOMY
CUSTOMER JOURNEY IN ACTION
“TOUCH” YOUR CUSTOMER
IKEA
KEY TAKE AWAYS
Get in the shoes of your customer
Define what is important for your customer AND for your brand
Improve touch points which influence behaviour (loyalty) and are differentiating
Include contrasts in your customer journey (pain-pleasure gap)
Make sure the journey has a Peak-end
Base your customer journey on research! Watch out for managers.