Building the Customer Journey

The best way to drive outcomes is by growing customer relationships. Focus on people, and when it comes to building an unforgettable customer journey, combine the talent and skills of an expert team with a well-rounded and detailed roadmap.

The customer journey map is used to visualise and understand a customers’ experience when they interact with a brand. By mapping out their journey, you know you are always delivering a great experience through brand reputation and public relations, content and communication, customer strategy, design, technology and data.

Brand reputation and public relations

Everything starts at the beginning – that is, brand exposure. When handling reputation and public relations, it is about nurturing the relationships you need to give your brand a lift on the competition. Whether it’s looking at your competitors, themselves, or even you, it’s important to put it all together in your own unique vision.

Content and communication

When it comes to content and communication, it’s important to deliver focused target numbers and results, preferably through influencers, launches, proactive PR, topical PR, and issues management. Get the lay of the land, set up goals and cohesive processes, and implement these strategies will help enhance your brand reputation. But hand-in-hand with PR goes content.

Customer strategy

Nothing drives sales and numbers like customer engagement. When it comes to better understanding the dynamics of your customers and their businesses, you shouldn’t just focus on the visions and targets your brand sets, but also look at the supply and demand chain that drives customer acquisition.

Take note of a trifecta of customer-related strategies that boost the bottom lines of businesses, no matter how big or small. The three points of focus are:

• Customer experience
• Qualitative & quantitative outcomes
• Opportunity capitalisation

Customer

When it comes to handling customer experience, your brand should look at:

• Brand strategy
• Needs and behaviours
• Persona development

Qualitative & quantitative outcomes

For qualitative and quantitative outcomes. Look at:

• Expertise
• Audience segmentation
• Customer journey mapping

Opportunity capitalisation

When you see an opportunity, capitalise on it. You take steps to ensure that you make the most of every opportunity that comes your way, for both your brand and its audience. Do that by focusing on:

• Value proposition
• Advanced analytics
• Communication and content planning
• Ecosystem strategy

Experience

Make your brand experience an unforgettable one, by focusing on:

• Big idea campaign development
• Service design strategy

Design

As the saying goes, good looks make for a good impression. As much as you love the online space, it is also important to get your brand out there in the physical world. Drive human-centred design and customer centricity to make sure your target audiences get the attention they deserve. When handling your brand design focus on these key factors:

• Customer experience
• User experience
• User interface
• Brand experience
• Human-centred design
• Customer centricity

Technology and data

Today’s technologies are not all one and the same. You should take advantage of that to drive innovative marketing concepts by combining the brainpower and efficiency of quantitative data with automation, marketing and modern technology to maximise your Return on Investment (ROI). To further your reach across the internet, consider joining forces with a number of expert partners such as Google Marketing Platform, Oracle Marketing Cloud, Salesforce Marketing Cloud and more.

Processes

When it comes down to the nitty gritty of marketing, don’t pull your punches. Study customer behaviour, needs and wants and pull it together with a combination of marketing automation methods, covering:

• Advertising
• Analytics
• Commerce
• Content management
• Data management
• Data management platforms
• Email marketing
• Optimisation
• Personalisation
• Pay Per Click management
• Social management

These are just teasers to the magic that you can do with your brand. Connect with us on LinkedIn, FaceBook or Instagram to share what you came up with.