January 11, 2018
“So, what exactly is this Customer Journey you keep talking about?” We get this question all the time -- and for good reason. The word “journey” can be used for many types of situations whether it’s a physical journey in a car, an emotional life journey, an intellectual journey, or even an imaginative journey. But no matter what kind of journey you take, they all involve traveling from one destination to another. A journey can be random or carefully planned, but the intentions of both are the same: to experience new things while in route to the destination. And for those who are more ambitious, a journey is an intricate quest designed to seek new discoveries that lead to a final reward.
Such is the case with the Customer Journey. The Customer Journey can be compared to a Sales Funnel, but the philosophy is very different. Instead of focusing on the sales steps, the Customer Journey keys on the customer’s buying process. The basic goal of a Customer Journey is to earn the trust and opportunity to share the right message to the right person at the right time throughout the journey.
Creating a Customer Journey starts with an end in mind and then work backwards. When we meet with our clients one of the first questions we ask is what they want to specifically achieve with a marketing campaign. It sounds simple, but it’s often not an easy question to answer. If the answer is simply “to increase sales,” then we have our work cut out to get much more specific and targeted.
Customer Journeys are designed to respect the valuable time of a target audience by sharing specific types of content that either they have requested, or we feel they would be interested in learning.
To summarize, a Customer Journey is a roadmap that identifies a strategic sequence of personalized customer touch points. It begins with the initial invitation to engage with a prospect and continues through each stage of the journey -- a journey that is designed to increase sales conversion.