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Customer journey
Team exercise: What is the key action we want to optimise for at each stage of the journey?
Team exercise: What is the key action we want to optimise for at each stage of the journey?

Objective

The second big question is about aligning your customer journey with your businesses objectives, so your team can focus on producing marketing that has a direct impact on both the customer and overarching business goals. 

These actions will effectively move your target customers from one stage to the next of your now agreed customer journey stages.

Exercise

Aligning your customer's needs and wants with your businesses objectives can be a tricky balancing act. To make it easier, start with the customer needs for each stage then set out the businesses objectives before deciding on the actions you are seeking from your customer to reach those objectives. 

To keep your team focused we recommend having only one need, objective and action for each journey stage. This may take some robust team discussion to narrow down to what’s most important, so make sure there’s plenty of coffee and sweets to hand.

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

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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