We often say that the purchase funnel is dead. But while every customer still has a shopping experience, whether B2B or B2C, and still follows a path, it’s also true that today’s customer journey map is no longer linear. What once was a simpler, reductive process now expands and contracts with new information, new recommendations, increased options, and increased brand interactions, and it takes place in multiple channels, online and offline.
And this new, more complex customer journey has to now be understood and managed by the same brand manager, in some cases with the same budgets.
As a firm that’s been talking about the customer journey for more than 15 years, we can help you work this overwhelming task.
Our work begins with your target and with the understanding that different target segments will have different customer journeys. Through primary and/or secondary research, we’ll develop a detailed understanding of each segment’s customer journey, and we’ll capture the learning in a detailed customer journey map. Then, we’ll reconcile the map with your own marketing. Where along the journey do you reach them? Which touchpoints do you prioritize? And of course, we’ll help identify the gaps.
We’ll work together with you to assess, optimize, and refine the customer journey, identifying the highest priority touchpoints and aligning your marketing to the journey in a way that will have the greatest impact on purchase.