So you’ve decided to put together your digital marketing strategy, but do you know how to use customer experience mapping to improve it?
Customer experience mapping, commonly known as cx mapping, is the process of plotting your customer’s entire journey. This doesn’t just span from when your business starts engaging with them, but from before they even recognise that they have a need for your product or service.
By creating a customer experience map for this journey, you can then recognise at which stages of this journey your digital marketing strategy can have the biggest impact.
First of all, you want to make sure that you understand how best to conduct customer experience mapping. You want to gain an understanding of the process before you start to think about it in relation to your business, to make certain that you’re doing it right. You’ll find a number of online tools that can help you with this.
Once you’re confident that you understand how best to conduct your customer journey mapping exercise, it’s time to get started.
You’ll want to get a number of people involved in the process, to ensure you’re gaining insight from various areas of the business. You might, for example, have representatives from your marketing, sales, account management and senior management teams. This means that you can draw insight from as many areas as possible, which should make the map most accurate.
The customer experience mapping process can take some time, because after mapping the journey, you need to recognise how the person might feel at each stage of their journey, as well as the people and objects that are involved and might be affecting their experience.
It’s once you’ve completed all of these aspects that you can really look at where the impact can be made. You need to be critical and recognise key triggers within the journey that might be having a negative impact, or where the customer might have a specific need.
Now, you can look at ways you can change this, or processes you can implement that can change that specific experience into a more positive one.
For example, if someone is looking at holidays, they would likely do their research and then take time offline to contemplate their options. It’s at this point that a lot of potential customers will be lost, because they might not come back to finalise the process.
So what can you do at this point to change that experience? Well, you could look at retargeting through social media, or data collection at an earlier stage so that you can send a follow-up email.
Of course this is just one example, but do you get the idea?
Now that you understand the customer, their needs at certain times and the process they are going through, you should be able to better tailor your marketing and even sales efforts to direct more people to a conversion.
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