Why Customer Journey Maps Are
Key to Strategic Inbound Marketing
– Part 2/2

Customer journey maps can be a great tool when it comes it optimizing your brand’s inbound marketing strategies. In part 1 of this blog series we covered what exactly a customer journey map is, and how it plays a vital role in improving brick and mortar touch points so as to emphasize on customer intent to purchase.

This second part of this two-part blog series will focus on the benefits of having a customer journey map in place and how they facilitate omnichannel marketing as well as enhanced customer service.

Making the Most Out of Your Map

It might seem like an unnecessary stage of planning but by aligning each step with a goal you can immediately observe better results. Here’s a list of benefits your business can take advantage of once you have drafted a customer journey map.

1.       Refocus the Company Through an Internal Perspective

Instead of understanding customers through outbound marketing you can discover more deeply rooted insights with the help of inbound marketing. Outbound marketing is centered around poorly planned tactics that generally interrupt customer daily routines. Inbound marketing is a subtler approach that relies on insights into customer behavior. Behaviors that can be extracted from a well-charted customer journey map. By creating this map, you can ascertain what elements and touch points serve to help customers. It will also let you know what isn’t serving any purpose and worse what is negatively impacting their experiences.

2.       Create a New Target Audience

A poor understanding of the customer journey is likely to be reflective of a poor grasp of the demographics and psychographics of your intended audience. This is detrimental to your company since you’re most likely to be wasting time and money on enticing a larger than necessary target segment. Studying the needs and wants of your intended audience can help understand the nature of people you’d be better off focusing on and overall benefit from a more streamlined marketing approach that is cost effective as well.

3.       Provide Proactive Customer Service

When you’re well-versed with your customer journey map you can predict with more accuracy where and when customers would like customer service and where they would not. This is critical as help when help is not required can not only be a waste of time but can also rub customers the wrong way. Using your customer journey map, you can proactively provide service when it is needed the most.

You can also strategize better customer service. For instance, letting customers know about holiday limitations on service executive hours can stop people from being disappointed. You can also keep them informed on additional support options if teams are unavailable and how to proceed if there is an issue that requires immediate attention.

4.       Enhance Customer Retention Rate

A good customer journey map can help highlight pain points that are faced by the customer. When you eliminate or tackle all of those pain points customers are likely to have a smoother experience. This in turn is likely to increase brand loyalty, positive word of mouth and customer retention rates. Journey maps can also help identify characteristics of customers likely to convert, so on-floor sales executives can target these customers in particular to assist them in any way possible.

5.       Curate a Customer-Centric Mentality

With the expansion of any business it becomes increasingly difficult to maintain a customer focused approach among all departments. Executives can often lose sight of the goal and maybe end up working towards delivering outcomes not in alignment with customer demands. A well-defined customer journey map can help with this issue since it marks every stage of their interaction. With this trail of breadcrumbs, executives from marketing, sales and services can all reconsider their decisions and targets.

Paving the Way to Omnichannel Marketing and Better Customer Service

Customers are becoming increasingly demanding when it comes to tailor-made experiences and excellent customer service. This can be provided to them through an interconnected approach via omnichannel marketing. The role of a customer journey map here is crucial because with its help a prospect can be tracked across various touch points. A consumer who has viewed a certain product online can later on be hit with an ad for the same product on social media.

With omnichannel marketing comes omnichannel customer service. This means that your customers can reach out to executives through an expanded range of channels such as social media, apps, website feedback portals, chatbots or live chat. With the help of your customer journey map your customer support team can better handle customer concerns and deliver a personalized approach to providing a solution for them. These two channels of communication can work in tandem to create an thorough approach to targeted marketing.

Are you considering an omnichannel approach to your marketing campaigns? Or would you be interested in leveraging the many benefits of a customer journey map for better customer service? Whatever your marketing need may be our team at SprigHub would be more than happy to assist.

SprigHub can help you with marketing campaign planning and budgeting tools plus more with our revolutionary, AI-powered marketing investment optimizer. With a strong foundation in AI-powered data analytics our platform provides a closed loop process for marketers to plan and measure campaigns. With multiple levels of real-time data visualization, your campaign leaders can make smarter, informed decisions driven by automated AI data analytics. If you’d like to know more, book a demo to see how you can leverage enhanced marketing performance visibility to increase marketing ROI.  


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