What is a customer journey?

The customer journey, also referred to as the customer experience, is the complete sum of experiences that customers go through when interacting with your brand. It encompasses a totality of cognitive, affective, sensory and behavioural consumer responses during all stages of the consumption process. Many companies are guilty of focusing on getting a customer to the point of conversion, known as a transactional journey.

They often give little or no attention to ongoing customer care and retention strategies, known as a relationship journey. Often when companies provide transactional journeys customers become disengaged and only interact with brands when they have a poor experience or wish to end their journey.  

Three core elements exist for a customer during their experience with your brand:

  • how accessible you are (easy to find and navigate)
  • the functionality of your product or service; and
  • if there is an emotional driver or connection to your brand. 

Without customer data and behavioural insight, brands have to brush stroke their approach to ensure they cover all customers requirements across all elements of their experience.

This often results in unintentional and ineffective experiences.  

In an age where 84% of humans value personalisation as part of their customer experience, drilling down and gathering insight is key to ensuring your customer journey map is a success. This will allow you to build customer segments which consider the buyer journey across the awareness, consideration and decision stages. So where do you start?  

What is Customer Journey Mapping?

Customer journey mapping is the process of creating a visual story of your customers’ interactions with your brand. This exercise allows businesses to step into their customer’s shoes and see their business from the customer’s perspective. It allows them to gain insight into common customer pain points and how to improve those, ultimately with the aim of improving conversion rates and ROI.   

Mapping the customer journey has many benefits such as: 

  • Allowing you to optimise the customer onboarding process
  • Benchmarking the customer experience desired by your customers against what they actually receive
  • Understanding the differences in buyer personas as they move from prospect to conversion through the buying funnel
  • Creating a logical order to your buyer journey
As you can see below, an example of how to map a customer journey is through understanding your marketing activity through every touchpoint – the RACE model from Smart Insights

How can I improve my company’s customer journey?

Identifying all the key touchpoints that your customers have across their whole lifecycle – this means not just at acquisition stage. Piecing this together can be tricky but we can help.

Context Marketing Consultancy is a product and service based consultancy, specialising in partnering with organisations to help you understand who your customers are, what they want and what their motivations are.

We can work with you to develop your people, processes and technology, across the entire lifetime of your customer, enabling you to deliver best in class customer experience. 

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