Competitive Advantage: Customer Journey Mapping

Competitive Advantage: Customer Journey Mapping

Opportunities and risks of customer journey mapping at a glance. […]

The digital transformation gives consumers more power, more information and more choice. Consequently, the customer-centered customer experience is considered one of the most important tasks within all marketing activities. Customer journey mapping is a form of data analysis that aims to understand the entire service experience of a consumer. Because only those who see the world through the eyes of their customers can generate appropriate marketing content.

A customer journey mapping template helps to describe the purchase process on the way to closing the deal from start to finish. It lists every step a potential customer takes. Such a map shows exactly what the user does, thinks and needs during this process.

Weak points and gaps come to light transparently, which makes a strategic orientation in marketing possible in the first place. In the end, it’s all about accompanying the buyer throughout his customer journey and being present on the appropriate channel at the decisive moment (Moment of Truth).

Below you will find some points that help to keep customer satisfaction high and the churn rate low within the customer journey map:

There is a big challenge when it comes to relevance. The marketer must be able to provide the user with exactly the right information at the right time and in the desired width. If he does not succeed, the user leaves the offer within seconds.

That’s why companies need to pay special attention to relevant content and develop a better, clearer content strategy. In order to meet the potential user exactly, marketeers outline a buyer persona and give the potential buyer a face.
Specific questions help with this:

  • How old is the person?
  • What values does the person stand for?
  • Does she have family?

The goal should be to empathetically empathize with the customer.

Another important point is the overcoming of data silos. On the one hand, customer journey mapping thrives on comprehensive data recording, on the other hand, technical tools are needed that enable a meaningful form of data processing.

For companies, this means that they collect all relevant data, such as website visits, downloads, purchases, click behavior and claimed offers of their interested parties and store them in accordance with data protection regulations. In order to ensure this and to achieve options for action, an integrated setup of intelligent systems is needed that store and evaluate the data in 360 ° customer profiles and make it available to users in real time. Only in this way is a central view of each customer possible and the collected data remains compact. Thanks to this analytical work and a variety of options, advertisers deliver relevant information at the right moment via the right channel.

The strategy should be clear:

  1. Users
  2. Content
  3. Technique

This sequence must be consistently observed. For many companies, the focus is still on technology today. These companies in particular should critically question their own content from the perspective of their customers. Only when the content is right does it make sense to optimize its cross-device presentation in terms of design and implementation.

A good web experience puts the user and their needs at the center. It also manages to be consistent and equally usable on different devices and channels. Today, users want to access the same information on all devices. They are used to communicating with brands in real time via all the channels they use in their private lives. The consumer must be given the feeling that the brand has a 1:1 communication with him and builds an active relationship with him. For this, it is necessary to control relevant content on an event-based basis in order to effectively use the Moment of Truth.

Customer experience management is an important factor in customer loyalty. And – it is more cost-effective than customer acquisition. In the course of this, personalized and individualized marketing will become even more important in the future. It is still important to create added value and to convey relevant content for each individual.

The results of the customer journey mapping form the ideal basis for all further decisions, both technically and in terms of content. The future belongs to the companies that find the right CRM tool, that merge their huge amounts of data, evaluate it and process it meaningfully for cross-channel dialogue marketing.

*Andres Dickehut (49) is the managing partner of Consultix, a company he founded in 1994.

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