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Why you shouldn't assume that you know your customer's journey.

Why you shouldn't assume that you know your customer's journey.

It’s human nature to make assumptions and base our decisions on knowledge that we’ve acquired in past experiences. And this information can definitely be useful for us in many ways when it comes to marketing, but it should be taken with a grain of salt.

That’s especially true if we’re talking about your customer journey map.

Because we’re dealing with people regardless of the product we’re selling or the industry we’re operating in, these assumptions are not always that useful. Habits and preferences change over time, means of communication become more or less effective than they have been in the past and the needs of our customers might have morphed into something new.

That’s why we’ve developed this series of exercises to help clear away the assumptions and pre-conceived notions of what you might think you know about your customer.

The answers to your organisation’s specific customer challenges are not written out here for you to read, but rather there are five big questions designed to assist you in pointing the compass in the right direction and opening up a conversation with your customers to find out more.

Introducing the 5 big questions.

Question 1: Are our assumptions about our customer journey stages right?

Question 2: What is the key action we want to optimise for at each stage of the journey?

Question 3: What are the key brand-aligned messages that are likely to make these actions happen?

Question 4: What channels are best placed to deliver these messages at each stage of the journey?

Question 5: What type or types of content can be used to achieve the desired goals in each channel?

Each of the five big questions is supported by a handful of activities to help you design the best possible outline for your customer journey map.

The easiest way to do this is to pull together a small group (no more than 5 people) from across the different areas of your marketing team and hit the whiteboard. Your aim here is to have customer insights from across a variety of marketing channels and customer stages, but you also want to stick to a small group that can power through rather than get stuck in ‘committee land’.

Also don’t feel like you have to do everything in one sitting. Often breaking this process up into smaller sessions can work better as it allows breathing space and your team's creative juices to flow without getting too bogged down in one marathon session. It also gives you time to pull in any data or insights that you find you need to answer specific questions.

If you need help or have questions about the exercises, contact the Cooperate team.

This article is an excerpt from our ebook: 5 Big Questions to Map your Customer Journey which you can download here.

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