The customer journey is the process a person goes through from the first time they interact with a company to becoming a loyal customer. It often acts as a funnel, where every interaction with the brand moves closer to conversion.
The funnel starts with awareness, which is when consumers are first exposed to a brand. This can happen in many different ways, such as through advertising, advertising or online browsing. After this step, the consumer can enter the consideration and evaluation stages where he decides whether or not to buy from that company. If they decide to buy from them, they will enter the final conversion and purchase stage.
Why “design” the journey?
The objective is to clearly determine all the points of contact to be established between the consumer and your brand, to guide the activities of your marketing, sales and service team. This mapping is neither static nor definitive. Rather, it is dynamic and frequently updated so that the brand experience is enhanced.
Stages of the Journey
- Attraction or Discovery: this is where your potential customer finds your company, performing searches on the internet, being directed by links, indications or advertisements.
- Conversion as a Lead: in this stage, the brands make their first presentation, with efforts to gain the viewer’s attention for the next stages (making them subscribe, or obtaining a registration).
- Relationship: at this stage, brands offer content to relate to the viewer, position themselves as an authority on topics and products of interest to them, in addition to demonstrating the benefits they offer.
- Sale: here the presentation of products, solutions and offers is direct, with strong persuasion and arguments to break objections; Loyalty: after capturing the customer, communication with the customer continues, with requests for feedback, offering promotions and bonuses exclusive etc;
- Multiplication: Brands encourage their customers to share their experiences on social media and promote actions for those who refer friends.
What are the main resources to manage a successful journey?
People who will take part:
The Marketing team is usually in charge of this process, also involving UX designers, copywriters (specialists in user experience and content creation), social media managers, customer service, among others. After mapping, this team is in charge of distributing the necessary information to the other people involved in the company, such as programmers, salespeople, call center, etc.
Useful tools:
There is no absolute rule, that is, companies’ preferences vary. In any case, you can use a project management tool to map the Journey into simple columns and create, within them, all the activities necessary for it to be successful. Once the activity is created, you can dynamically manage it.
Use CRM (customer relationship) and Marketing Automation tools
These platforms allow the management of all stages of the journey and sales funnel. Among the most recognized, we have RD Station, Hubspot, Pipedrive, Piperun, Salesforce, Leadster, Leadlovers and several others.
Finally, to manage the content demands needed throughout the journey, many creative teams use marketing automation platforms such as RD Station and Hubspot, and social media content automation such as MLabs or Facebook/Instagram’s creative studio. .
How to begin?
If you have no idea how to start your first template, you can get some templates as a reference on the internet by doing a search, preferably in your area of expertise. The idea is not to make a copy, but to be inspired, use whatever is useful and adapt it to your reality. In addition, having a meeting with the professionals involved is essential to get everyone’s input and periodically make adjustments so that the experience with your brand is amazing – from start to finish.
So, let’s work together and create amazing content for your client’s journey?
Among others, Denise Maciel holds a specialization in Marketing (Getulio Vargas Foundation – FGV-SC, Brazil), and a certification in Inbound Marketing by Hubspot (USA).
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