As digital touchpoints, channels, and choices continue to expand, consumer journeys have become ever messier, resembling a chaotic scavenger hunt. Performance channels are being used as upper funnel ones, while shoppers jump between the online and offline worlds. For marketers, making sense of how to engage their target customer has never been trickier.
Marketers often think of search as a lower- funnel channel. But people are just as likely to search early in the customer journey for deals, ideas, and inspiration
The customer journey begins with your first engagement with a prospective customer. Customer Success solutions allow you to follow them through each stage of the journey and monitor usage of your product or service—all the way through renewal. This process comprises tracking, measuring, and monitoring customer health at every stage, predicting issues before they occur, and providing course correcting to ensure the delivery of continuous business value.
In order to accurately chart your customer journey, there are five key steps you must complete:
- Define the customer lifecycle stages
- Identify touch-points and moments that require attention at each stage
- Create health scores and alerts customised to each stage
- Establish key Customer Success plays for each stage
- Implement a feedback loop using signal analysis
Once you’ve mapped the customer journey you can use it to implement an Early Warning System for your brand. This solution helps you move away from fire fighting at–risk touch-points and empowers your team to focus on proactive customer retention at key moments across their journey of interacting with what you want to sell.
On that note, we developed what we call the BrainPlan, our brand guide for mapping and spotting the biggest opportunities for your brand across the journey you offer to your customers through to how you communicate and on which channels – get in touch if you fancy talking more about how we go about that!