Mapping Consumer Experience Report

Building the Customer Journey With $83 billion lost to poor customer experiences each year *, it’s never been more evident the critical impact that your brand experience has on your bottom line. And while today’s consumer is seamlessly communicating across all channels, most brands are still trying to manage those relationships via touchpoints. Now is the time to go beyond traditional touchpoints―building real relationships and creating a customer journey like never before. Let’s get started!

What does a customer journey look like?

Meet Alex. Let’s follow him through his customer journey with a leading retail brand.

Awareness

Alex sees an offer from a top brand on his friend’s Facebook page.

Engagement

He “likes” the brand’s Facebook page to learn more, and he receives an offer in his welcome email.

Purchase

Alex visits the brand’s website and makes a purchase using his offer code. Then, he receives a purchase confirmation email.

Reengagement

Alex gets an email asking him to review his purchase and check out other relevant products.

*The State of Marketing 2013, IBM’s Global Survey of Marketers

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What are your goals?

How are your customers engaging? Awareness

Facebook ad Facebook suggested content Friend’s Facebook post Twitter post Pin on Pinterest Spotify/Pandora ad YouTube ad Banner ad Word-of-mouth Direct mail Search engine/PPC TV ad Radio Ad Print Ad News Article Event/Conference Cold Call

Engagement Like Facebook page/post Unlike the brand on Facebook

Follow on Twitter Unfollow the brand on Twitter Retweet content Pin item on Pinterest Check in via Foursquare Add tip on Foursquare Tag brand on Instagram Follow brand on Instagram, Google+, etc. Watch Youtube video Share content via social Share experience via social Tag a brand on social media Comment on blog Visit Website Add product to online cart Click a banner ad Email Opt-in Opt-out of email Forward email to a friend Open email Email click-through Receive birthday offer Receive abandoned cart offer

Receive welcome email Receive targeted email based on browsing history Edit preference center Mobile opt-in Receive SMS message Download mobile app Opt-in to push notifications Read geo-targeted push notification Access mobile app Receive promotional text Visit store Call customer service Access QR code Enter contest/sweepstakes Browse product reviews

Purchase Make online purchase Make in-store purchase Make purchase via phone Purchase from third party (ex: Amazon)

Make a return Make a payment Receive email receipt Receive shipping/tracking information Receive delivery notification Share purchase experience via social Share product purchase via social Use promo code Use coupon Use giftcard

Reengagement Product reviews Edit preference center Complete survey Sign up for loyalty program Word-of-mouth Targeted Facebook promotion Receive product recommendation email Receive win-back email Receive anniversary message Receive reengagement email

You’ve seen how Alex interacts with one of his favorite brands, but how do customers interact with your brand? Using the checklist below, simply mark the possible online and offline touchpoints for your customers. Each business is unique, so feel free to add your own touchpoints if they’re not listed here.

Jot down your top three business objectives for the coming year. These goals are fundamental to building the customer journey and will help you determine if your brand experience is supporting the needs of your customers and your business.

We can help you put your customer journeys into action! Call us at 866.362.4538 to get started.

Build your customer journey. Now that you have a clear picture of how your customers are engaging with your brand, you can finally create your customer journey. Start by stringing together some of the most common touchpoints for awareness, engagement, purchase, and reengagement to create your unique customer journey.