Marketing September 12, 2014

How to manage and improve your customer journey

journeyHave you ever thought about walking in your customer’s shoes and what their experience is like every time they interact with your business? “Customer Journey Mapping” has become a popular framework in marketing analysis, for documenting each stage or “touchpoint” in your customer’s experience with our brand; identifying gaps, and making recommendations for improvement. This is a great tool for auditing all existing processes and improving customer retention and loyalty.

Start by understanding the key “touchpoints”

A “touchpoint” is simply a point of contact between your company/brand and your customers; and there can be many potential touchpoints at any stage – before purchase, during purchase and after purchase. Therefore, you need to understand and “map” out your customer’s journey at each touchpoint of your organisation – and then consider, what are the gaps? Are there any issues that are preventing a good experience for your customers? How can we improve and eliminate the problem areas?

Make a diagram of your customer journey

This is a great way to visualise and make a record of all the potential touchpoints your customers have with your company. For example, if you are planning a marketing campaign; a good diagram of all your campaign touchpoints should not only take into account all the potential places someone could interface with your business/campaign, but also help you identify any places you’ve overlooked.

Outlining those touchpoints will also help you see how your campaign area can more fully integrate into your existing marketing plans. And that can make your campaign appear all the more relevant and valuable, and make that all important bottom line impact!

Things to consider in your diagram:

Pre-purchase touchpoints

This is relevant whether you’re a B2B or B2C orientated organisation. Examples might include your website, word-of-mouth, sponsorship, public relations or any element of your advertising, direct marketing, field marketing or sales promotion activities, employee uniform and clothing, and promotional merchandise.

During the purchase

Examples include the buying experience from your sales or client services team, a car test-drive, or the buying experience in a retailer – plus of course, using the product/service itself. Don’t underestimate this stage – as it can affect the customer’s decisions to use your company in the future.

After the purchase

Examples include whether you have a loyalty programme, after sales servicing, rebates, guarantees, calling customer services, trying to acquire a new part, etc. Once a customer has made a purchase the relationship should continue to be nurtured and you should aim for a continuous positive experience for your customer.

Creative Emporium – Complete Branding Solution

We understand how each element of your business can have an effect on your customers. And when it comes to making your brand stand out with your customers, we’re here to help you! Reflecting a strong brand identity is a key part of the customer journey, ensuring its consistent at every touchpoint. From the uniform your employees wear, to the promotional clothing and products you use for your marketing campaigns and events, we can help to ensure that your brand identity is reflected at every touchpoint.

From the 15th-19th September, we’re celebrating Promotional Products Week to raise the profile of promotional products and encourage their use within the marketing mix, so you can expect some exciting blog/social media content from us, to show you how to make promotional products a valuable part of your customer journey and marketing campaigns!

Want to chat through your requirements or need some inspiration? Then give us a call on 08707 500057 or drop us a line by email.

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