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Support Your Customer’s Journey From Shopper to Owner
Hammock Inc. / August 23, 2013
Earlier this year, Oracle created the infinity-loop graphic above to illustrate “The Customer Journey.” While customer journey mapping techniques have been around for years, our hats went off immediately to this illustration’s designer. Most customer journey maps we’ve seen in the past looked more complex and confusing than one of those infamously indecipherable Power Point slides created by the Pentagon.
The most important thing the Oracle illustration communicates is something marketers too often forget—the word “customer” can be applied to two distinct groups: Shoppers & Owners.
While customers are shopping, marketers should provide helpful, research-oriented information. Buyers’ guides, product comparisons and customer reviews are among the most effective ways to serve your audience at this point in their journey. How effective? According to the most recent research from Nielsen, 68 percent of shoppers trust customer opinions and reviews and 52 percent trust the information they find on companies’ branded websites. Compare those with the percentages of shoppers who trust search ads (35 percent), ads in social networks (31 percent) or banner ads (28 percent)*.