Building a Digital Journey for Customers, Marketing & Advertising News, ET BrandEquity

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The modern customer is like a digital kangaroo – able to hop between brands and shopping carts at any time if the experience isn’t good enough. With their attention to such a high premium and multiple brands in contention at any one time, it is crucial to create a seamless buying journey and avoid losing a potential customer to the competition.

But how can this be accomplished?

By creating a digital journey that attracts a user from the very first interaction and continues to engage and support them long after they become a paying customer.

What is a digital customer journey?

It’s like a blueprint or map that describes all the touchpoints a user goes through from the moment they learn about the brand, to buying their products and ultimately becoming loyal advocates of the brand. experience.

Basically, this journey can be divided into several stages:

1. Awareness

When prospects first learn about brand offerings through display ads, social media content, and communications on channels such as WhatsApp, email, and websites in the form of articles, videos, landing pages, etc.

2. Consideration

When prospects like what they’ve seen so far, it inspires them to engage more and do more research. This can be done through interacting with website chatbots, responding to CTAs on social media campaigns, WhatsApp, SMS, email, etc., registering for webinars, receipt of newsletters, reviews, case studies, blogs, white papers, etc.

3. Purchase

This is when the prospect opens an account or logs into their existing account to purchase from the website, guided by a live agent or follow-up via email, SMS and WhatsApp chat pushed by targeted offers.

4. After-sales

When the order is executed and timely updates and advice are provided to the customer with after-sales support. This is extended across channels like WhatsApp, email, SMS, website FAQs and user guides which can also be connected to initiate human intervention for more complex requests.

5. Loyalty:Encourage buyers to make repeat purchases through loyalty and referral programs, exclusive offers and priority customer support.

Why is this important?

Mapping the digital customer journey is like putting together a puzzle – you may have discrete elements that work for your brand, but it’s only putting the right pieces in place that can help build the perfect image. , in this case, an effective customer live. Thus, allowing brands to

– Understand the customer’s point of view and create a smoother buying journey

– Strengthen the cohesion between the different teams within the organization

– Make content and marketing much more targeted, personalized and relevant

– Predict customer behavior more accurately

– Identify friction points in the global funnel and use them to get to the highest value touchpoints

Create a winning digital journey

The goal of effective digital journey design is to ensure that even if brands have only limited influence over how a customer navigates through their touchpoints, a brand can still control their experience by building an omnichannel framework that better supports and anticipates its journey.

1. Use the existing sales funnel

Start by mapping a customer’s touchpoints and how each of their interactions can organically channel them into the next.

2. Put yourself in the customer’s shoes

Walk through the sales funnel like an average customer would and ask questions.

– What social media platform would they find you on?
– Can they easily find the required information on your website?
-Is the reservation/purchase process intuitive?

3. Collection of relevant data

Data is essential for making informed decisions.

– Analysis of web browsing, devices used
– Mobile app data, login location, times of day, profiles
– Advertising CTR, A/B tests, conversion rate, cart abandonment
– Listening to social networks
– After-sales data

4. Create characters

The larger your scale, the harder it becomes to track individual buyers. This is where personas (fictional customer types) help by simulating the customer journey and revealing previously unseen gaps.

5. Using MarTech and Business Communication Partners to Consolidate, Revise and Refine

Having the right partner and the right MarTech is crucial to accelerating the iterative process and helping achieve the holy grail of building a winning customer journey – delivering personalization at scale.

– Role of MarTech

MarTech can help brands outshine the competition by focusing on the right metrics across all channels and using AI-powered predictive intelligence to drive traction, sales, and eliminate gaps.

– Role of a business communication partner

Once the digital journey is visualized, the solution provider can help deploy engaging omnichannel communication campaigns, at scale and for preferred channels – website, social media, WhatsApp, SMS, email, etc.

In conclusion, creating an amazing digital customer journey is ultimately about knowing your customer inside and out. With the process outlined above, you will gain insight into your own business goals and customer needs. Once these are covered, with the help of the right partners and the right technology, you can give your customers the personalized experience they need to become enthusiastic advocates for your brand.

DISCLAIMER: The opinions expressed are those of the author alone and ETBrandEquity.com does not necessarily endorse them. ETBrandEquity.com will not be liable for any damage caused to any person/organization directly or indirectly.

Lance B. Holton