The methodology for structuring the customer journey varies with experience. People who are just starting to develop their marketing strategy will try to focus on each point of planning, but those who already know their customers better will be able to anticipate their next move. No matter where we are in our careers, we agree that it is essential to have a well-articulated customer journey, otherwise it will be very difficult to retain our clientele.
This is borne out by a study on customer experience by the consulting firm PwC, which states that 32% of customers will stop trusting a brand they previously preferred if they have had a bad experience. And that's assuming a stable business environment.
Reassessing strategy in an unfavorable macroeconomic environment
In times of economic growth, the concern for attracting good quality leads is less compelling, as demand tends to be high. In this case, if the marketing process is not very efficient and is based on improvisation, getting it wrong is not a problem. The only perceived benefit of designing targeted customer journeys is increased efficiency. If the leads are of better quality, there is a greater chance of closing business and it is easier to achieve goals.
However, it is when the macroeconomic environment is uncertain that it is noticeable if good methods were not applied. Every marketing initiative can have a big impact, and it is crucial that marketing teams understand exactly what each customer needs and why they choose a specific brand. If the company neglects a sales opportunity because it had neglected to plan customized and targeted customer journeys, it will be catastrophic, as its customers will go to the competition.
Focus on the next step
Having an organized data set and personalizing automation are two of the first things to do to understand each customer, their behavior and what moves them forward in their journey. However, achieving success takes more than organization and process efficiency. You need to be able to interpret that information from a different perspective.
Changing the marketing perspective
Traditional tools for generating statistics and automating marketing processes often give a fragmented view of the customer journey. At 1NA, we recommend Hubspot, a CRM platform that focuses on connecting with customers.
It's like looking at a large piece of artwork with a small magnifying glass: you only focus on minute detail, but you can't see it in context. Marketing teams need to be able to step back and see the big picture. It's a group of several out-of-the-box tools that allow you to leverage the data and see it as a whole, without the need for technical expertise. Providing highly detailed information, making them ideal for identifying specific issues and optimizing marketing initiatives without the need to change processes.
Automation and statistical reporting capabilities help marketing teams plan more robust and diversified campaigns. All because they allow you to see all initiatives from a broader point of view. In the end, your customers will follow a clearer path. Contact us now and let's create an unforgettable customer experience with your company.
