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3 Critical & Consistent Elements in a Customer Journey Framework
Andrea Fishman / ClickZ / October 2, 2013
Part of our job as marketers is to meet the ever-changing needs of consumers. One of the most important ways we accomplish this is through the delivery of exceptional customer experiences.
Creating above average digital customer experiences is a key challenge for many organizations, especially given the myriad of platforms available to consumers. However, the reward for getting it right can be a long lasting relationship, with the maximum lifetime value of your customers realized.
One key component in improving the consumer’s digital experience is an accurate idea of the customer journey. This illustrates a customer’s path through their shopping experience and how they interact with your brand, platforms, and products. Developing a customer journey model helps brands pinpoint their key moments of value, opportunity or friction with consumers.
Customer journeys are unique to each product or service. However, there are consistent elements to each customer journey that marketers must consider to ensure they receive the most value for their efforts:
- Empathize with your customers,
- Provide a high level of utility,
- And provide relevant context.
Empathize with Your Customers
Leverage emotional cues to convince consumers to take an action or move to the next step. In Mark Ingwer’s recent article, “A Call for Empathetic Marketing,” he argues that trying to move a consumer only towards a sale is short-sided and misses the deeper role emotion plays in the marketing mix. I agree. As you consider all of the potential actions a consumer could take on their journey, a sale is obviously important, but certainly not the only intended action.
When we think critically and consider each of the potential needs of customers throughout their journey, our results are likely to be more impactful.