Designing your Customer's Journey

The emergence of several ingenious technology in the recent years has truly contributed to the rapid shift from the traditional marketing to digital. Many companies would likely jump in at the first sight of a new and promising technology that they hope to contribute in raising brand awareness and achieving profit growth. However, some marketers tend to forget that creating awareness is nearly the first step in the path to purchase, it even takes more than that to retain those customers who made the purchase. Besides, creating awareness is not even a guarantee that people will buy your product or services.

Digital technology has provided companies and customers alike a new platform on how they can connect with each other. It offers various promising tools that can be beneficial for both the marketer and the consumer if utilized properly. The marketers’ goal in this new landscape must not only focus on how they can convert this awareness to a sale but on how they can design the customer’s journey from the moment the customer gets a glimpse of the product or service they are offering, to the moment the customer makes the purchase, up until the post-purchase experience that determine whether their product or service has exceeded their customer’s expectations.

Marketers must understand that people now are more time conscious and has a low tolerance for long wait. Customers yearn for instant gratification and instant results, hence, they are most likely to gravitate to those companies that give them exactly that. Thus, it is important for marketers to incorporate “Real-time Automation” and “In-the-Moment Interaction” for them to ignite the customer’s interest. They must practice “Proactive Intelligence” or thinking several steps ahead of the consumers because, as mentioned in the video, customers do not really know exactly what they want or need until you offer it to them. Likewise, marketers have the opportunity to design and shape their customers’ journey by using various technologies presently available in order to build a deeper relationship with them because they, the customers, do not really know exactly how the journey should be. Lastly, marketers must always pursue continuous “Engagement Innovation” to keep their customers delighted one way or another.