By Michael Fleming
Do you know how your customers go from learning about your brand to completing a purchase? Whether they’re coming to you from a magazine ad, Facebook link or word-of-mouth referral, learning how consumers interact with your brand will help you view your business from the customer’s perspective.
Thanks to the internet and social media, customers have more influence than ever before. You can make the most of customer touchpoints by using a customer journey map to develop and identify customer personas, key actions and potential barriers to purchase. Compared to the traditional sales funnel, modern customer journey mapping isn’t about creating a step-by-step process or even a funnel at all. The modern customer journey map creates opportunities for diverse audiences to progress through their purchasing journeys in natural and unique ways. After creating the map, brands can utilize it as an in-depth visual guide to optimize the user experience and better understand what drives customers to buy.
"Compared to the traditional sales funnel, modern customer journey mapping isn’t about creating a step-by-step process or even a funnel at all. "
An ideal customer journey map will give brands the ability to track how consumers choose to navigate their purchasing journeys, as well as find ways to make the journey more seamless. The goal of modern customer journey mapping is to create a frictionless experience for the consumer, no matter the path they chose to take or the assets they chose to interact with. In the end, all pathways should lead the customer to more information and should be replete with ways to purchase or learn more.
There’s never been a better time for your brand to learn how to reach your customers in targeted and meaningful ways. Discover how our team can create and optimize a digital customer map for your brand while optimizing your campaigns and social channels through customer development and long-term strategy.
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