“The journey of a thousand miles must begin with a single step.”
With the wisdom of this Chinese saying, let's start 'our journey' to discover how the 'customer journey' has changed in the last five years, pushed by the evolution of mobile technology, and what this means for your Brand.
The rise of the born-digital generations of customers (Millennials and post-Millennials) makes your traditional customer journey map obsolete. Every single map that you have used in the last decades is now useless. How can you recover?
In the digital ecosystem, everything changes at such an impressive pace that you risk losing sight if you do not get a new compass, a unique perspective to engage and monetize customers. The disruption brought in by the smartphone is unprecedented and requires drastic measures.
First things first, we need to clarify the difference between traditional customer journeys and the digital customer journey. We can simplify and streamline the two processes:
Traditional Customer Journey
Think of it as a (mostly) linear sequence going from the Awareness to the Consideration and then Purchase:
- This funnel unravels across few touch points, well-known and presided by marketers;
- The customer has a limited set of alternatives;
- The communication is usually top-down and lead by the Brand;
- Customer's choices are influenced by the 4 Ps of marketing, by routine and the trusted opinions of my closed circle of friends and relatives.
Digital Customer Journey
A neverending journey, not necessarily starting from the Attention/Awareness or ending with the Loyalty:
- This funnel unravels across an increasing number of touch points, both in physical and digital worlds.
- The customer has tons of alternatives;
- The communication is always two-way;
- Customer's choices are rarely influenced by advertising, price or routine. The circle of trust includes the online communities: social networks, e-commerce reviews, forums and blogs.
The evolution of technology reshapes the essence of the journey and this, in return, defines the pillars of your marketing strategy. In our ecosystem you should never underestimate:
- The arise of young customers - the picky millennials and the elusive GenerationZ.
- The growth of connected technologies - trackers, wearables, beacons, the Internet of Things.
- The dawn of Micro Moments - real-time mobile interactions, driven by specific intents.
The digital customers are accustomed to living surrounded by connected devices that melt the offline and online worlds. They build their identity by interacting with their virtual and pshysical communities, and do not recognize any other way of experiencing (life, emotions, and relationships).
In our markets, made flat by the globalization, your customers refuse to be considered as part of an indistinct mass. Each customer wants to be treated as an individual. This rejection of the massification requires that you invest your marketing efforts on the personalization and relevance of contents and experiences.
Today, there is a question to answer: Why should people buy from you when they can choose from a potentially infinite set of alternatives? You are not simply battling against your neighbors; you are fighting against thousands of suppliers from all over the world. Even a great, unique product might be not enough to win.
What then? The customer experience becomes the real key to differentiate your Brand, and the creation of a new customer journey map the ground to deliver personalized experiences. You need an innovative approach to the mapping of an unstructured journey, or your clients will still be strangers, inanimate figures you do not know anything about.
Luckily, you can still rely on a few basic requirements that have not changed ever since the idea of ‘customer journey map’ was considered for the first time. While the contents and the framework evolves with technology, you will always have to start your planning from these foundational elements:
Buyer Personas + Customers + Emotions + Research + Touch Points + Objectives + Measurement
On the one hand, marketers need to reach the customers when they stand in the early stages of the journey; unfortunately, that is the most obscure moment. The Brands usually know very little about customers' emotional profiles, and the traditional research methodologies does not provide useful data that show what clients were doing and thinking before - let's say - they entered your website or store.
That is exactly why you need a revamped version of the journey mapping. Starting with the following prerequisites.
RETHINK THE JOURNEY
Of course, behind a new mapping there is a new journey. Every single social and technological trend leads to the inevitable reinvention of the customer journey. There is no value in a map that ignores the different sources of interaction brought out by the mobile disruption.
The innovation extends the relationship between companies and people, to embrace the added value for both Brands and customers. Stay eyes wide open and willing to test and learn new means of engagement and fidelization; only then you will earn customer's loyalty and trust.
ENGAGE THE CUSTOMER
The foundational element of the journey is the traveller, of course. And yet, you might be surprised to know how many marketers still design their journey map starting from the company and the products instead of the customers.
Since the whole point here is to improve the relationship between your clients and your business, the only way you can build a map that actually works is to bring the customer's perspective into the process. Describe not the experience that you want to provide (or you think you are providing) but the experience that people expect (and you are actually providing).
UNVEIL THE EMOTIONS
The key is to understand how people take decisions and choose what to buy and how to buy. In a world where the smartphone has become the first screen and the attention span is lower than ever, not all customers are alike, and not all journeys should be considered equal.
People embark on very different journeys, driven by peculiar behaviors and personality traits. Each journey has different touch points that can be influenced by unexpected causes and intents. Individual needs, emotions and expectations lead to very personal behaviors. If you do not study these patterns (i.e. Psychographic profiling), you will not be able to reach the contextualization required to appeal each person.
CONNECT THE DOTS
Mobile technology reshapes the journey, influencing both the space and time of the interaction. The smartphone reboots the entire experience of communicating, searching for information, and connecting with people and brands. According to Nielsen, half of customers believe that mobile is the most important resource in the purchase decision-making.
Mobile platforms already account for more than 60% of total time spent on digital media. Your strategy should think mobile and act local, combining location and behavior to deliver meaningful contents, wherever your customers are. Connect the dots to get a holistic view of the ecosystem.
UNLOCK THE (SMALL) DATA
While it is still hard to understand what customers think and do in the early stages of their journey, companies can now take advantage of something they did not have before. Something that shuffles the cards on the table: small data.
Connected technologies create a large quantity of information about the customer's path; you only have to find the way to unlock the power hidden into this information. The key is to match the different sources and step from Big to Small data. Always remember that the real value not the information itself but what you do with this knowledge.
"Activating customer journeys to capture value requires journeys to be treated like products that need to be actively managed, measured, and nurtured. How well companies are able to do that will dictate how successful they are in making customer journeys a competitive advantage." (McKinsey)
Download The 7 Pillars Of The New Customer Loyalty to define the foundations on which to build your engagement and loyalty strategy, create innovative experiences and establish a lasting and valuable relationship with your customers.
Editor's Note: This post was originally published in October 2015 and has been revamped and updated for accuracy with the latest trends and advancements of digital customer experience.