The Customer Journey Is Changing—Here’s How
By Bobby Johnson
January 26, 2022
Experiential
It’s no secret that new technology and the Covid-19 pandemic significantly impacted the customer journey. The days of the traditional marketing funnel are long behind us — replaced by a loop of micro-interactions. How the journey will continue to evolve is anyone’s guess, but there are a few trends that offer clues about what’s to come.
What Is The Customer Journey?
The customer journey itself is multifaceted; the term refers to the sum of experiences customers have when they’re interacting with or researching the brand at every touchpoint. The customer journey acts as a roadmap that reveals how customers become aware of a brand and ultimately make purchase decisions.
When marketers complete a customer journey map, they have a visual representation of the user journey. This includes all interactions customers have with a brand at every touchpoint, whether on its owned media channels, through live chat with a representative, product reviews, email, or otherwise.
Customer journey mapping allows marketers to gain valuable insight into common pain points, creates a more seamless and personalized experience, and ensures marketers are capitalizing on every opportunity to influence the consumer.
Why Is The Customer Journey Important?
The customer journey is valuable for innumerable reasons. First, the Fourth Industrial Revolution is already playing a role in redefining what customers expect from brands. The average customer will utilize ten channels to communicate with a brand. In other words, the customer journey is more complex than in the past. However, it can be tricky to ensure consistent customer experiences across 10+ channels.
At the same time, customer experience has never been more valuable. Eighty percent of consumers say that they now believe the experience with a brand is just as important as the products they purchase. As consumers expect more from brands, it’s never been more critical to optimize the journey to ensure that it’s as seamless and empathetic to the consumers’ needs than ever before.
Here’s How The Customer Journey Is Changing—And What Brands Should Keep In Mind
The customer journey is evolving once again in 2022. Here are three significant ways to impact the path-to-purchase.
Customers are interested in the personality behind a brand, including during the customer journey
Today’s consumers want their interactions with brands to feel personal, human, and not transactional. This year, brands should cultivate authentic and thoughtful content for consumers. Although the message should be consistent, marketers should consider how the content will be delivered and received by the consumer at each touchpoint. Ensure that the message is relevant to the platform and approached with empathy toward the consumer.
Customers want a cohesive customer journey
In the U.K., 60% of consumers expect their customer experiences to connect. This helps achieve a cohesive customer journey during all touchpoints. This year, brands should ensure that all teams – from shopper to social to experiential marketing – are working together to deliver a cohesive campaign with consistent creative and messaging at every touchpoint.
Don’t forget about customer experience
Customer experience and the customer journey are intertwined. Brands should focus on both to create a lasting impression on consumers. This year, customer experience is poised to see significant changes, so brands should be aware of these trends and make decisions accordingly.
Looking for a brand activation agency to elevate your experiential marketing campaigns this year? Reach out to Inspira to learn more.
SOURCES:
What Is the Fourth Industrial Revolution? | Salesforce
What is Customer Journey Mapping & Why is it Important? | Salesforce U.K. Blog
The best way to map the customer journey: take a walk in their shoes | SurveyMonkey
