Digital customer journeys - the long and winding road
The long and winding road
Whether it is the first time they discover your organisation or the final touch point before becoming a customer, your digital presence will play an important, sometimes key, role in your customer's journey.
Depending on what it is you're selling, your customer's journey to purchase can be long, unpredictable and often complex. Unfortunately it's all to easy to loose a prospective customer along the way. Optimising your digital presence to minimise this risk is critical. Here are the key stages of the digital journey, and how we can help:
1 awareness
Are you reaching your target customers or users? Do they know what you do and why you are different? Are you spending your marketing budget effectively?
Digital activities include:
Social Media
Email marketing
Online events
Search marketing
Re-marketing
How we help: campaign tracking, google goals, journey mapping
2 consideration
Does your target customer understand the products and services you sell? Is your value proposition clear? Do you stand out from your competition?
Digital activities include:
Personalisation
Promotions and offers
Differentiated offers
CRM integration
Content strategy
How we help: personalisation, optimisation, content strategy, service design
Is your sales funnel optimised? is it easy to use? Is it seamlessly multi-channel? Are the products or services you offer easy to compare?
3 Acquisition
Sales funnel optimisation
A/B testing
CRM integration
Personalised offers
Multi-channel strategy
How we help: personalisation, A/B testing, google goal setting, google funnel tracking
4 Being a customer
Can customers engage with you easily through digital channels?
Do you effectively cross sell and up sell other services or products? are you service emails well received?
Digital activities include:
Self service platforms
Help and support
Cross sell/Up sell
Chat implementation
Service emails
Renewals and upgrades
How we help: service design, journey mapping, A/B testing, google goal setting
5 Becoming a loyal customer
Do you offer additional digital only value to your offer? Do you reward loyalty? Do your customers interact with each other? Do customers provide a good source of referrals?
Digital activities include:
Social media
Loyalty programmes
Member get member
How we help: service design, journey mapping, A/B testing, customer feedback gathering