However, in working with clients around the world and in numerous industries, I have found that many are lost by the wealth of information that is available to them.
Avoid These 3 Common Pitfalls Author: Customer journey maps provide a view of customer experience that may not come naturally from within the walls of a corporation, allowing marketers to more effectively address customer needs and solve for the objectives of the organization.
The benefits of a well-researched and well-designed customer journey map are numerous, most commonly used to: There are three most common pitfalls when customer journey mapping: Selecting the wrong journey mapping framework Applying an organizational view vs.
Customer journey mapping must remain a foundational part of the strategy and development process, and if these pitfalls can be avoided, your brand will be well on its way.
Selecting the Wrong Journey Mapping Framework The Problem A foundational component of Customer Journey Mapping is the map itself-the framework developed to capture the outputs of the mapping process.
The framework defines scope and orientation of the mapping exercise, and can encourage or limit certain types of insights from being explored. There are a multitude of Customer Journey Mapping frameworks—quantitative decision modeling to service blueprints—yet not all approaches are suitable for addressing a given business challenge.
Or worse, some frameworks can be misleading. The problem is that not all frameworks are created equal, and key considerations are not evaluated when assessing frameworks. How important is it to have deep channel experiences identified online, in-store, etc. These are key considerations when defining the boundaries of your journey mapping exercise, and can either help you chart an effective course or lead you astray.
The Solution The key to selecting the right Customer Journey Mapping framework is to start with your end-goal.
This means, begin the journey mapping process by: Articulating the business decisions the Journey Map will be used to inform Outlining key questions the company hopes to answer through the mapping process Choosing a framework that fits the objective, and whose design scope, boundaries, etc.
Applying an Organizational View vs. However, companies often fall in the trap of approaching the customer journey from the perspective of institutional touch points retail store experiences, websites, customer service calls, etc.
This is a common and easy trap, as departmental teams are internally organized around corporate functions that own a piece but not the whole of the customer experience. A customer journey begins long before customers actually interact directly with a company, and their journey involves decisions and emotions that go beyond an experience or touch point with a company.
These robust consumer insights should be used to: Uncover the human-journey life events, life stages, social dynamics, etc.
Assuming a Common Journey The Problem Any marketer worth their salt understands that there is always diversity within a customer base, and that understanding and serving the diverse customer is a strategic imperative for the brand. Yet marketers still fall into the trap of assuming the customer journey itself is not diverse, and that customers follow a common path.Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.
Value is a customer’s perception of relative price (the cost to own and use) and . This type of segmentation is most valuable in defining the merchandising mix, pricing/promotional strategies, etc. Wal-Mart might also learn that when those three groups come into the store, they mingle, but exhibit a type of “behavioral” segmentation.
Break Even Analysis. Lifetime Value of the Customer. adaption costs for product and communication strategy. Steps to consider: determine the international market environment (economic, political, legal and cultural); international trade system Retailing includes all interactions w/ final customer.
Store retailing (specialty. Come and step into the future of email marketing with our 7th annual review of email marketing trends and Mails and ESPs, Content, Data analysis, and Segmentation/ Personalization.
The same topics as in , although Data analysis moves from 1st to 3rd place. Customer-centricity as the basis of our strategy is an essential ingredient.
Start with one of the W's – then make sure at least one of the three entities (customer, channel, campaign) reside within the question. Then iterate, drilling down into more granular detail, or re-direct down a different path.
Ries and Trout’s book describes the positioning strategy as an organized system for finding a window in the customer’s mind, based on the idea that communication can only take place at the right time and under the right circumstances.