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One of the tings I am most passionate about as a marketer is creating a seamless customer journey.

Customers experience a brand through various touchpoints, the brand experience is just as good as the worst experience among those touchpoints.

 I have a strong belief that creating a holistic customer journey either digital or analog that is thoughtful, created with love and passion and having the customer in mind through the whole process gives ultimately the best results in terms of longevity of the brand, best customer experience, higher conversion rate, higher average check and ROI- return on investment.

Delivering 360* brand experiences that delight customers, build advocacy, and drive business performance is key. It’s a win-win.

Here is how you can create a digital customer journey for your company

Today's customer journey has to a greater extent become digital first rather than analog for many companies.

This means that the customer completes all or large parts of their purchase online, or they find important information digitally before they buy analogue. Let’s take a closer look at what a customer journey may look like, and what you can do to map it.

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Goals

First, have an overview of the company's goals when you start to map the digital customer journey, so it is specific to the company’s goals for sales and marketing. Some examples below:

Traffic to the website

Website conversions

Bottom line sales

Number of meetings held

Keyword Ranking in Google

Engagement on social media

Visibility in different channels

Best practice

Have an overview on market trends and what the competitors are doing. This is important in terms of positioning of the brand of course and value proposition as part of the company’s overall marketing strategy.

This of course depends on what situation for the company is. Are you a new start-up and lack customer base and statistics you can analyze, or have you been going on for a while without pivoting? Regardless of the situation, it may be a good idea to look at the competitors and their activities towards target group, and then map the customer journey of your own. It’s a good place to start.  

Analysis

Analyze and monitor competitors' website and the ones you consider to be best in the business. There is a lot of learning to take away by experiencing their products and customer journey.  How have they built each landing page, which CTAs they use to convert, and where they are located. How has the competitors built up the navigation on the website? What colors do they use on buttons? Notice if all the subpages are on the same domain, meaning that the URL is unchanged throughout the page. If you are in a browser, you can also inspect their website and uncover how it is built up against SEO. Here you can see how they use headings, and what words they try to rank on.

A good way to also find out what you are good at is to talk to or interview your existing customers and find out what they like about you and what could be done better/ differently to improve the customer journey.

When you have set up your own website, make sure to always run user tests and do that continuously.

Social Media

Social media presence on different platforms that are relevant to your target audience are important for discovery, authentication/ build trust (are you even real without presence here), social selling, brand building, customer service and more! Important tool to build meaningful, lasting relationships with consumers, prospects, and customers.

Create a content calendar

Once you've talked to existing customers and analyzed your own and your competitors' activity, it's time to set up a content calendar or activity plan. It should contain all the activities to be published in various digital channels. The plan should be detailed and describe all records, times, and channels. By setting up such an overview, you make it easy to ensure that the right content is published in the right channel at the right time. As described earlier, it is not always the best practice to publish the same content in all channels, but rather to adapt it in relation to the message and channel. Give the users a reason to follow you on different channels/platforms, add value, but at the same time remember that content repurposing is smart, and so is using user generated content as long as it is on brand of course.  

Map contact points throughout the customer journey

A good overview through a good CRM that binds all activity from market and sales together, and record where and when customers are in contact with a representative from the company, and whether there is any information gap in this particular part of the customer journey. If something repeats itself, it’s a good place to start to close the gap.

What experiences have you had? Which channels should you continue to invest in, and which ones should you perhaps give up? Use the insights you acquire through this procedure to map out what your target group's customer journey looks like, and thus meet their expectations in the various stages of a customer journey.

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