Previously it has been simpler to make business; fewer actions and channels have been connected, individual customers’ voice not heard, and companies have bought themselves into leadership position with traditional advertising. Now all this has changed. In every industry the traditional ways of doing business are being disrupted. Everyone and everything is connected. The customer rules now. When in need of something, consumers can find all the relevant information they need online without visiting a store or speaking with a sales representative, and they can buy their products or services online from anywhere in the world. Everyone has a mobile device in their pocket.
Today the question is how do you align these possibilities to succeed? Companies have the ability to personalise1-to-1 communication at a massive scale. Social revolution has introduced an entirely new world of community. Due to this the amount of data is accumulating like never before. Companies have the possibility to obtain most powerful tools from cloud with a relative small cost but it doesn’t change anything unless companies are changing their ways of conducting business.
The following four questions are essential points of Customer Journey approach:
- Do you know who your customers are?
- Where are they on their journey?
- Are you engaging and moving them forward on their journey?
- Are you measuring the impact of this process in accordance to your business goals?
Companies have enormous amount of customer data and by taking this data in use companies can recognize where the customer is on their journey. Where ever the customer is on their journey, that is exactly where a company needs to be – engaging with them and guiding them to the right direction.
It is also crucial to measure the right things! And here comes maybe the most important sentence of this whole blog post: instead of measuring the success of an individual campaign companies should measure how campaigns are influencing the customer value in the long run. If a company does a very appealing campaign it will also create a good results for that campaign but it is not telling the true Return on Investment (ROI) in the long run. Companies should instead measure how the campaigns are affecting customer value in the long run and based on this data decide which activities are moving the customer in the right direction.
Changing habits of doing marketing is not an easy process and it doesn’t happen over night. But if you want to stay competitive and provide service that customers expect today you have to change. The point is to start from somewhere and along the process bear in mind the saying by Steve Jobs ”The Journey is the Reward”.
Read more about the customer journey and Salesforce Marketing Cloud
Practice Director, Digital Marketing Solutions
Photo by Salesforce Marketing Cloud