In the refined digital age, customer expectations are very high and assumed is a seamless and positive journey during the relationship with the brand. Here are some steps to consider when creating an unforgettable customer journey.
Think about what your customers want at each stage of the journey, and cater to it. For example, if they are discovering your product for the first time, they want clear and relevant information about it. Make sure you address how your product meets their needs, in order to take them to take the next step and continue their journey with you.
The more the customer has to keep going down the rabbit hole to reach their goal, the more likely they are to simply give up. Streamline the number of menu options the customer has to choose from, and the number of steps the customer has to take in order to get what they want. This is especially true of customers who are using their smartphones to make online purchases. A good mobile experience is all about simplicity.
Customer touch points are the building blocks of a good customer journey, supplementing your brand message and engaging customers. They can be effective as a call to action, for example a buy button, or a notification on a new product update that the customer may be interested in. Know when to use touch points, and how much branding your customers will cope with – touch points should always be a positive experience. Be prepared to refine and hone touch points through analysis of data.
Use emoticons, friendly images or carefully worded language. You don’t want to be too familiar or flippant, but equally you need to be empathetic when called for. It’s all about capturing the correct tone of sincerity. It’s worth trialling different terms to see which words and phrases click. How you personalise the journey will very much be the takeaway experience the customer has of your brand, so it’s worth getting this right.
Whether using analytics or other tools, you need to know how to read the data. Is one particular feature generating more click throughs than others? Is there a point when customers are dropping out of the mobile journey? Reading the digital footprints in the backend helps you refine and hone the customer experience.
Every business will always have more than one customer type. If you can break customer profiles down into demographics, this can help you to meet their needs and expectations. A 60-year-old who has limited digital experience for example will have different requirements than a 20-year-old who is very tech savvy.
The customer needs to feel part of a special club. Do you have a mobile engagement solution that allows you to send customers special news or offers via their mobile device for example? Would your customers be excited about a members-only loyalty program?
The goal for any organisation is to have satisfied and loyal customers. Mapping the customer journey and implementing these steps can help keep them happy, and continuing to engage with your brand.