Marketing in the modern world means making a personalized connection with your consumer base. The old way of blindly advertising and marketing based on vague data about generalized demographics doesn’t accomplish that goal. With better analytics and information than ever before driving business strategy, companies can now create accurate customer journey mapping that helps them direct and retarget marketing activities where they’re most effective.
Why do people focus so heavily on the customer experience? Surely a fantastic product speaks for itself, despite the business’ marketing and customer experience approach, right? Well, not exactly. While a remarkable product does go a long way towards earning customer satisfaction and brand loyalty, people often have to choose between several providers for essentially the same offering. The customer experience is the only thing that sets one brand apart from its competitors in the global market.
For example, people prefer certain fast food chains or grocery stores because of the way the shopping experience makes them feel. They may even go to a more expensive brand because they want a consistently good experience more than they need rock bottom prices.
An incredible customer experience also generates brand champions who will do your marketing for you. If a company can understand where consumers come from and how they arrived, it can effectively create marketing activities around user needs instead of arbitrary guessing. It just makes sense to invest in a unique customer experience.
Creating a customer journey map is like solving a mystery. Start with what you know, and work backwards to understand consumer motivators, action preferences, and key pain and touch points. You can structure customer journey mapping in many ways, but each approach involves:
The customer experience involves the psychology and the emotion of the purchasing process—not merely the logic. Improving the emotional appeal to the consumer will naturally facilitate the overall experience, and you may discover pathways you haven’t explored yet.
For instance, you may want to start building thought leadership through a media site or blog focused on providing valuable information to your target audience, instead of selling the features of a product. Or maybe you aren’t dedicating enough resources to a pathway that clearly resonates with consumers. Regardless of what you find, the exercise will enhance your ability to provide an exceptional customer experience throughout the sales cycle.
Additional Resources on this Topic:
– 7 Tips to Get Started with Customer Journey Mapping
– Manage Customer Journeys, Not Customer Life Cycles
– Customer Experience is the Future of Marketing
This post was written as part of the Dell Insight Partners program, which provides news and analysis about the evolving world of tech. For more on these topics, visit Dell’s thought leadership site Power More. Dell sponsored this article, but the opinions are my own and don’t necessarily represent Dell’s positions or strategies.
By Daniel Newman – Co-CEO of V3B & BroadSuite Media Group and Contributing Writer at The Marketing Scope, Forbes, Entrepreneur and Social Media Today
Websites: www.v3b.com, www.millennialceo.com; Twitter: @DanielNewmanUV
Originally posted on LinkedIn Pulse.