How To Put The Customer Journey At The Heart Of Your Marketing Objectives
Understanding the customer journey is a cornerstone of good marketing.
As we have blogged before there is always a danger that it becomes an academic exercise: that your customer journey mapping efforts are confined to a whiteboard and struggle to get embedded in your marketing.
The three U's are simple tips to get your customer journey map adopted.
Make your journey map useful and personal to your customers.
Your map should be totally customer-centric with a laser focus on your customers and how you deliver useful and personally relevant experiences, now and in the future. This will allow you to concentrate on your customer needs, their pain points and your value proposition.
This is really a question of formatting.
As we alluded to, a lot of mapping may take place on a whiteboard but it's easy to end up with something that looks like a bowl of spaghetti.
That's a great place to start but then allow time to design and format the journey so that it is readily understandable and can be used by your wider audience.
To make your map usable, consider breaking it down by:
- Journey Stage. We split the journey into Attract, Convert, Nurture and Keep and then sub-divide within each.
- Persona or customer segment. The journey may look very different depending on the customers you are mapping it for. Designing and documenting it for one can make your output significantly more usable.
- Product. As with personas, the journey can be very different for products and the internal audience can also be quite different. This could be another simple route to create a usable customer journey map.
You also need to think about your internal audience and how you make your map useful to them.
Again this requires focus - on who your audience is, what is in their sphere of influence and why thinking about (part of) the journey is useful and important to them.
Don't map your customer journey in a silo. Engage some of your audience and get them to help you develop it. And understand their objectives and targets and how a better understanding of the journey can support them.
As well as engaging your internal audience, think about the governance and ownership of the journey. Where does this reside and who 'owns' the relationship with your customers? This article by Harvard Business Review outlines the most effective structure and governance for the journey.