Your Customer Journey Strategy

By Eileen Burick

According to a recent report from LinkedIn and Salesforce, “The State of Marketing Leadership” (free download here), 86% of senior-level marketers surveyed agreed that it’s critical to create a cohesive customer journey — yet only 56% of enterprise companies have a customer journey strategy.

Let’s take a step back, and discuss what exactly a customer journey is beyond just a hip buzzword. It’s the concept that customers expect something beyond reaching the destination (i.e., the purchase of a product or service) — and that more emphasis needs to be put on the many touch points that occur far before it’s reached. It’s about timeliness, relevance, and tailoring the digital customer relationships across channels and devices, and as the report indicates, in real-time and long-term ways. And it has an enormous impact on how we, as marketers, conduct our business — at a time when measuring and proving ROI is paramount.

Where To Get Started

Like the old joke about eating an elephant one bite at a time, implementing a customer journey strategy needs to be designed and implemented in a logical fashion: There are no shortcuts, and there is no one way to do it. If yours is among the 44% of companies that doesn’t yet have a strategy, here are a few links that I found helpful, and hope you do, too:

As always, all the technology investment in the world won’t matter if you don’t account for the human aspect in the equation. Today’s customers expect a lot, and a lot more than just a fancy interface. The more we can get inside their heads and understand their motivations and emotions, as well as the barriers that get in the way, the closer we get to providing the seamless experience it’s clear they desire.

In the comments: Does your company have a customer journey strategy? Is it formal, or informal? Has it continued to evolve?

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Eileen Burick

About Eileen Burick

Eileen Burick and her expert team at Burick Communication Design (BCD) are passionate about combining creative aesthetic, strategic communication skills and cutting edge technologies to accomplish your key business objectives. Whether you’re a CMO or marketing leader who wants to launch a digital makeover, redefine your brand’s value, generate/nurture leads for sales, or make your online marketing more effective with targeted campaigns, BCD can transform your message with WOW-factor to drive results. Follow me on Twitter, Pinterest and LinkedIn

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