Building the Perfect Customer Journey
Building the Perfect Customer Journey
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Building the Perfect Customer Journey

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Woman shopping on laptop

Consumers have all the power. There’s so much choice, so much information, so many purchasing opportunities available that it’s imperative for businesses to engage with customers on their terms – brands can no longer dictate the conversation.

On top of this, we are also now contesting with a consumer environment that offers an ever increasing number of channels and devices for conducting evaluation and purchase. With all of these obstacles, how can organisations possibly construct a customer journey that works for everyone?

The truth is, you can’t. The customer journey is not linear and customer experience is individual and subjective. You can’t expect all customers to be satisfied by the same experience all of the time – at least, not with a one-size-fits-all approach, no matter how much split testing and optimisation you carry out to refine your process.

The perfect customer journey looks different to every consumer, but that doesn’t necessarily mean that it isn’t achievable.

With all the touchpoints available for marketers to inform, guide and persuade consumers, and all the technology accessible to help you do it, there’s no reason why you can’t develop the customer experience of dreams.

Here’s an idea of what that could look like.

The First Site Visit

A visitor comes to your site for the first time after seeing one of your adverts on TV. There was a particular item of clothing that they saw and liked – there’s a section on the homepage that takes them directly to all the outfits featured in the regional ads, so they don’t have to look too far to find what they want.

They find the dress they were looking for, and when they view the product page they can see that there are only three left in stock in their size. They quickly add the item to their  basket so they don’t miss out, the site helpfully recommends some matching shoes which saves the customer time and effort ploughing through the various product pages.

Low stock

The customer has everything they want in their basket, but as they are searching via mobile on the way to work they decide to defer the decision to buy until later.

The shopper is reminded of their basket items via a push notification at 5.30pm on the way home from work. This useful prompt, provides a helpful reminder to ensure they act swiftly before stock runs out. Later in the evening the shopper accesses the site via their laptop. Not sure if the outfit will suit them, the shopper takes up the prompt to email the outfit to a friend of log-in via Facebook to canvas the opinion of friends.

The Abandoned Basket

The shopper spends a great deal of time reviewing outfits on-line and in this instance has forgotten all about completing their purchase, so it’s a pleasant reminder when they check their inbox and find a helpful email with all the products they highlighted for purchase. They follow the link returning to site, and find that not only has the site remembered their basket of products, but when they go to the checkout it’s remembered the details they submitted in the earlier stages, so they can check out with speed and ease.

The Follow Up Communication

The customer receives their package the next day. It didn’t occur to them to leave a review, but they received an email from the retailer asking how it all went. The email said it would only take a minute to complete a review, so the customer goes ahead and leaves some positive feedback, visible to any future visitors to the site.

Targeted Mailing

A week later, the customer is pleased to receive an email from the retailer. The subject line mentions an item of clothing she had also viewed – and highlights it’s on special offer.

The Result

The shopper clicks through to the content via the email and swiftly purchases other products of interest.  She is pleased to find a company who appear to know her and helps her buy what she wants when she wants it.

Why does this strategy work?

Connecting channels

The above the line campaign was complemented by the website content, creating a consistent branded experience.  The journey was seamless between app, site and email, and across devices. At each point in the journey, regardless of channel, the touchpoints were informed and current.

Personalised content

By dynamically inserting relevant content across device, the retailer created a more effective communication medium that speaks directly to the consumer and was therefore more engaging. Relevance and message tailoring is critical.

They made it simple

When the customer returned to the site, their basket was still there, waiting for them. There was no need to go and search around the website again to find what they needed, making the checkout process shorter and simpler – encouraging conversion.

Timing is everything

The post sale follow up communication sequence was dispatched to optimise on the opportunity to gain feedback. The sincerity conveyed in communications is important in persuading customers that brands care and have a genuine desire to reduce customer effort.

What Else Could They Do?

Of course, this journey is just one of many potential journeys that businesses can create. The way to develop the ‘perfect’ journey is to track and adapt to what your customers do, and build automated communications that can react in real-time. It goes far beyond triggered emails, onsite pop-ups and product recommendations.

With customers using as many as four devices to shop online, you can use intelligent tracking to connect all of these devices up and collate customer activity in a single customer view, allowing you greater insight and the ability to send your communications through the right channels.

Building the perfect customer journey is about  getting the right content, to the right person, at the right time, through the right channel. Only a powerful technology solution can deliver this capability – call us to create your dream customer journey.

See what else you can do with Intilery, or arrange a platform demo now.

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