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Customer journey

Why the biggest problem in the customer journey is remembering it

Why the biggest problem in the customer journey is remembering it

We need to change the way we think about the customer journey. Before we do that, we might need to actually remember our customer journey. 

Does it ring a bell? It was something you mapped out a while ago and it actually seemed pretty good. Now you've got three more channels, two new personas and you don't even know what your metrics are telling you anymore. So, it's probably time to revisit. 

Hey, it happens. As marketers, our strategies can go in different directions than expected and we tweak as we go. Change is a constant in business. 

But rather than merely reacting to consumers behaviour and allowing journeys to create themselves, we should still be shaping their paths, leading rather than following. 

If you can deliver marketing content across paid, earned and owned that is valuable, engaging and timely, you’re likely to experience positive growth in retention and loyalty. Customers will stay if they benefit from the journey itself.

We know this, we all know this. Yet we still struggle to get there. 

The blocker is the operational layer.

Until we as an industry lift out of the weeds and prioritise our operational environment, we will talk a big game BUT in practice be struggling day to day with no prospect of actually executing it. 

We should map out our marketing operations. With a start, a middle and an end. 

The Start

  1. Find a platform where you and your team can visualise and collaborate on your customer journey

  2. Link out the marketing and sales related content designed to achieve the goal for the various stages of the journey right from the journey board

  3. When you're finished, don't just email them out to the team and leave them deep in your mailbox never to be seen again. You should be revisiting and revising regularly. 

The Middle

  1. Ensure alignment across your organisation, by providing visibility into all campaigns and marketing activities.

  2. Template production processes for any marketing materials, reducing admin and increasing efficiency.

  3. Deliver brand consistency at scale across all campaigns, with standardised workflows and streamlined processes.

The End

  1. Metrics aren't just about clicks & views in digital channels. It's answering the questions through data about whether the marketing you created influenced the behaviours you wanted them to.

  2. Then finding a way to measure this and keep a close eye on it. when performance is dropping. This will give you an indication of when it is time to change. 

Like I said, things will change and your customer journey will too. Just don't forget it. Revisit, revise and continue to execute. 

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