We’re a few weeks into the new year. Most of us have recovered from the holidays and our 2016 projects are starting to pick up steam. If you are like most marketing organizations, your list of what you want to accomplish is a long one, and you probably don’t have the budget you want to match it. There are different ways to approach this conundrum. Often the projects tied more closely to our personal or departmental goals get the most attention, or the staff best adept at the corporate chess game gets the budget. Even more frustrating is when the HiPPO decides where everyone should focus. Let me suggest an alternative way to make this decision – your customer journey map.
What is a customer journey map?
I’ve written about the customer journey before. A standard map will note all the potential touchpoints between a brand and its customers; a stronger map will assign value to those interactions. It’s these values that can help prioritize and focus your marketing projects.
Applying your customer journey map
Let’s say you want to improve your website experience. You know you need to work on the content – providing more relevant and timely information for potential customers who are researching your products. You are also looking at improving your email campaigns – the format and segmentation or trigger strategy. All of this work is important since ideally you will achieve that seamless customer experience. But what will have the most impact on the overall customer journey?
Looking back at your journey map, can you determine that a website visit and finding the right content is crucial to a conversion? Or is the website just a stop along the funnel? Is it more likely that a well-timed email with the right offer will capture that customer? Or maybe it’s the exact opposite – the form on your website supplies high-quality leads and your emails aren’t attracting a lot of activity.
We are not short on data these days – all marketing departments are being asked for strong ROI results. Because of this, we usually have at least some basic information on previous projects. Match this data with the touchpoints along the customer map to create the big-picture view. Then, when you are looking at that long list of projects, prioritize the ones that have the most impact on the journey. This is often the ammunition you need to justify a budget or to explain to the HiPPO why one project should jump to the top of the list.
Brands that have taken the time to create a journey map and understand the interaction points with their customers are setting the stage to create a cohesive experience across all channels. This map can also be used on an internal, team level. Determining what touchpoints have the most impact can help make tough decisions about time, resources, and budget. Need help constructing your customer journey map? Email me– firstname.lastname@example.org or download Ciceron’s Guide Through the Customer Journey.