Why The Customer Journey Is As Important As The Destination

In marketing, web design and in some cases physical store design, the customer journey has become an incredibly discussed and increasingly vital part of most business plans and indeed can be as important as the ultimate goal you have for each customer.

Whilst the goal of any business is ultimately to make money, to sell a product or convert an interest in your business into an action that benefits it, the journey to get there spans from before a customer is aware of you to long after they have completed the purchase and are in a position to recommend you to others.

 Ensuring that a customer journey is clear, easy for the customer to traverse and likely to encourage further purchases can be the difference between success and failure for a campaign.

Customer journeys vary depending on the type of business that is being run, and thus the order in which these steps are taken are not always the same for each customer, but usually involve the following:

·    Brand Awareness – This is generally the first step in ensuring someone is aware of your business and involves the use of paid advertising, as well as other unusual campaigns that bring greater awareness to your brand.
Some companies have attempted to break world records or sponsored festivals and events as part of their awareness drive.

·    Acquisition – Sometimes known as the conversion step, acquisition is when a customer makes a purchase, joins a mailing list or completes a call to action and is now part of your ecosystem.

·    Onboarding – Once you have completed the difficult step in acquiring a customer, onboarding is about making them feel as welcome as possible, by providing them with introduction emails, showcasing other products they might like and offering discounts.

·    Engagement – One of the most major steps in the customer journey is ensuring they remain focused and thinking about your business. This can involve direct email correspondence such as discounts, newsletters and product information, but also social media and blog content.

·    Advocacy – The final desired aim as a customer is that they do not just become a regular, but also recommend your brand to others. Word of mouth is often critical to the success of new businesses to encourage people to spread the word by making it as easy as possible to.

For more information and advice from a marketing agency in Bedford, get in touch today.