Marketing has changed tremendously in the last decade. No longer are brands pushing their message and demanding consumers to receive it, now consumers are talking directly to brands letting them in on what they expect from them. Customers are pushing brands to put them at the center, and brands are listening. Brands now recognize that there needs to be a greater understanding of who their consumers are, where they are, and how they interact with the brand itself. From that, customer journeys and customer journey mapping were born.
A customer journey, in a nutshell, is the journey/path your customer takes with your brand. It is how they get from Point A (initial exposure) to Point Z (ambassador). A customer journey outlines the different pathways customers come to learn about, purchase from, and advocate for a brand. In order for brands to ensure an amazing experience, they must first start with the journey and map it out. Take the time, brainstorm, how does your consumer find you? What moves them to purchase from you? Are positive reviews from friends pushing them to purchase or something exciting on the brand’s website? Brands must know each integral part of the path in order to provide the best experience. Consumers are expecting something more personalized, something more targeted, something that fits their uniqueness and brands must respond to that with great mapping and subsequent service along the journey.
A few questions to start your mapping experience:
- Where are my consumers?
- What are they talking about?
- How are they finding my brand?
- What prompts them to learn more about my product/service?
- Where are they going when they visit my site?
- Who are they talking to about my product/service?
- What moves them to purchase?
Follow their path and critique each interaction with your brand. Find ways to enhance it, do some A/B testing. Pouring time and effort in the journey can positively impact a brand’s overall sucesss.
Author: Sheena Hunt, CEO | Empowered Strategy