Despite the complexity, the modern customer journey creates opportunities for brands to connect across multiple touchpoints putting your customer - not your product or service - at the core. Furthermore, it matters more than ever to be relevant to consumers: find the sweet spot between your goals & those of your consumers.
To thrive in this new environment, brands of all types should reevaluate their business strategies before delivering information and products to customers. Having the right strategy can make the difference between your brand and your competitors’ brand.
Create a frictionless experience
This implies that brands should communicate in ways that are aligned with why consumers use a particular channel. Customers can purchase wherever they are, whenever they want, using both online and offline channels readily. The interaction between online and offline adds another layer of complexity to the already complex picture. Online channels act as a research channel to drive offline sales and vice versa.
This strategy is better known as an omnichannel approach: don’t treat channels as independent silos, but focus on a spillover between channels by offering seamless customer experiences within and between channels. Shifting towards an omnichannel strategy requires a major organizational mindshift. A lot of businesses struggle to tear down the silo walls: every department focuses only on the best way to build “their” department. A silo-minded approach therefore inhibits the clarity of vision across an enterprise & limits people to collaborate and share information as one team to reach company goals. Once it’s clear which interaction resonates best with your audience, you can optimize marketing in those channels to maximize sales.
Convince your audience during the exploration & evaluation journey
The journey between consideration and purchase isn’t a straight forward journey between different channels. It’s a continuous process of exploration and evaluation of different choices with multiple devices.
During this decision-making process the challenge is to convince your customers that your product or service is the best choice for them. It’s important to know why the customer chose “brand A” instead of a similar “brand B”. This decision isn’t always made based on price, location or other rational arguments. A decision can also be made spontaneously or emotionally.
By gathering data on consumer behavior, you will create a better understanding of your customers’ needs and what drives them to a decision. In the coming months we will explain how customer research and behavioral marketing will help you to understand your audience and to be more convincing during the customer journey.