Digital Marketing – Critical Success Factors

Chapters 4 › Unit 4: Let´s go on a journey .... View instructions Hide instructions

Let´s go on a journey ....

Again, we will be putting ourselves in the customer´s shoes and how marketing communication looks from their point of view

Step 1: Who is the customer? (Chose 1 option)

  • OPTION #1.A CUSTOMER OF YOUR´S In case you are working for a company (and even have personas to choose from) - you might wanna go with a specific customer you are marketing to

  • OPTION #2. YOU - in case you don´t have a customer you can refer to, just take yourself and look at a purchase you made (that wasn’t an impulse purchase)

Sidenote: For those of you who have a B2B customer, make sure to differentiate between the buyer and the user resp. just pick one. Though make sure to write down the interdependences - between the different parties involved - that might come up along the way.

Step 2 : Choose a customer journey map

You can take ours (see next subchapter) or a different map (that you found in the additional materials section of chapter 4.2, like in this article that lists different customer journey maps) - if it seems more appropriate to your situation or business. Yet, remember that any map is just a starting point and you will probably ned to adapt it to your needs.

No matter which map you choose you first wanna look at the different stages of the buying process (in the horizontal axis), second you wanna look at the vertical axis (in our case: The critical elements).

Step 3: Since we can´t upload a paper, you might wanna solve the „matrix issue“ like this (we take our map as an example):

  1. Awareness phase
    A) Feelings, thoughts and actions:
    B) Triggers & Influencers:
    C) Touchpoints (offline & online):
    D) Customer experience:
    E) Opportunities:

  2. Research phase
    A) Feelings, thoughts and actions:
    B) Triggers & Influencers:

  3. Purchase

  4. Usage

  5. Repeat purchases

  6. Refers new customers

PS: You might encounter the „problem“, that you can´t always fill in all the „boxes“ of the matrix/ map or you are unsure about the stage of the customer. And probably other issues that are unique to your situation.

That´s ok, because we are creating a theoretical model (our best educated guess) that can evolve over time. But it might also indicate that you missed to identify a critical step in the journey or critical elements that are vital to your business/ situation but are not part of your map yet.

And keep in mind WHY we are doing this: It´s to get familiar with the practice itself, which in the end is thinking from the customer´s perspective. Which is, of course, easier when you are the customer yourself
(By the way: You might be surprised by the analysis of your own behavior since we usually don´t think abut it.)

My customers - journey with me


I want to help to install a CX strategy in the role as Project and Interim Manger, setting up a concept for optimum customer journey.

Step 1: Who is the customer?


Contact: General Manager, male, between 50 and 60 years old, often engineer

Business focus: Manufacturing industry, wholesale, pre-products and technical goods, but no capital goods. B2B but close to the final user

Business Size: Medium Sized Business (SMB), 10 bis 100 Mio Euro turnover p.a., goal >50 Mio. Smaler companies lack financial and personel resources, to manage a change.

Needs: Understanding final customer of my customer. Adjust Marketing Mix decisions closer to the final customer/allign the company structure, the added value and communications better to the final customer. During company growth it is ourgrown of their organization, processes, structures... Fear to miss critical change in the market.

Basis for decision

Requirements: Communicate, that
• regarding personnel and investors I can
o impart the task and the proceedings
o take them with me
o convice them humanly and professionally
• Transfer the needed Know How
• communicate hinges for a change openly
• avoide verbal distance by using too intellectual wording. Most customers are more „down to earth“.
• especially efficiancy is focused and pointed out (critical)
o savings
o concrete improvements
o conkrete timeline and amount (%, EUR)

Obstacles to take: Communicate, that
• I understand the business
• I understand the long term plans of the company
• I understand the company goal
• The invest will pay off, the result overcompensate the costs

Background: Obvious problems are often symtoms and part of a strategic problem on higher level in company policy. The customer tends to solve the symtom problems, but not the source/his strategic tasks.

Handling: Address the underlying root causes of perceived problems openly, show the connections and correlations. Verbally and humanly easy, not in academic distance.

A lot of companies have made negative experience with „strategic advisors“.

Handling: Concrete guidelines and instructions for handling and implementation/to accompany the handling and implementation/. Show how to change and to accompny change.

Customers want to do „everything on their own“

Handling: Attractive, sensible packages
• Analytical phase
• Shorter intervals in the beginning
• Prepare the whole project in steps with options to extend.
• Most customers don’t like long term agreements. Prepare the solving in steps which can be adjusted quarterly or ½-yearly

GM thinks in Product and Sales dimensions, but not in strategic marketing and marketing mix dimensions. Brand is even harder for him to understand. Marketing is „just communication promotion“, something bas „My conpany MADE“.

Avoid the term „Marketing“ and to speak about woring the markets with the dimensions od proucts, price ….

Functions to cover (not departments or people)
o Management
o Data Logostics/IT
o Engineering and Product Development
o Produktion
o Kommunikation
o Distribution
o Service

Interdependences and tasks, just examples

  • Customers are key and Data Processing is the spine of a company. Organizational structures and workflows need to be adjusted
  • Just ERP, no CRM system. If available, not properly adjusted/adjustable
  • complexity ERP/CRM/ISO/QS/Safety of the task and administration
  • organizational structures and workflows are no longer state of the art due to company growth
  • Marketing: no brand, no positioning, no policy in the marketing mix
  • Sales "manages" the company …

Step 2 Customer Journey Map

Awareness - Feeling, Thoughts and Actions
- Feelings: fear to miss a trend or a chance
- bad experience with consultants
- doubts whether it is worth the money, finical and personal wise short
- Uncertainty about what is really critical and priorities
- Uncertain about how to handle, to structure
- As long as sales is good there is no need for action, action, when it is almost too late
- No transparency about opportunities, services in the market, cost …

Awareness - Triggers & Influencers
- Market leader
- Competition
- Customers
- Controlling, tax accountant
- employees (formal and informal)
- Networking, speeches, clubs (Lions, Rotary, Manager Lounge …),
- opinion leader
- industrial associations
- Buddies
- No Online Mindset, but open for information like White Paper, overview research results (which they mostly not understand, e.g.
- References of former customers

Awareness - Touchpoints
- Trade shows
- Conferences
- Office
- Innovation Cooperation
- Network Meetings
- Sailing Club, Golf Club, Bar
- Desktop, Mobile, Tablet
- Online, platforms, expert forums, online/offline magazines

Awareness - Customer Experience

  • Bad experiences with consultants
  • fals consulting
  • expensive

Awareness - Opportunities

  • Deliver not just facts but brain-compatible emotional impacts like success stories
  • Keynotes (Make something difficult easy and entertaining)

Research - Feeling, Thoughts and Actions
Research - Triggers & Influencers
Research - Touchpoints
Research - Customer Experience
Research - Opportunities

Pre Sale - Feeling, Thoughts and Actions
Pre Sale - Triggers & Influencers
Pre Sale - Touchpoints
Pre Sale - Customer Experience
Pre Sale - Opportunities

Purchase - Feeling, Thoughts and Actions
Purchase - Triggers & Influencers
Purchase - Touchpoints
Purchase - Customer Experience
Purchase - Opportunities

After Sale/Implementation - Feeling, Thoughts and Actions
After Sale/Implementation - Triggers & Influencers
After Sale/Implementation - Touchpoints
After Sale/Implementation - Customer Experience
After Sale/Implementation - Opportunities

Usage - Feeling, Thoughts and Actions
Usage - Triggers & Influencers
Usage - Touchpoints
Usage - Customer Experience
Usage - Opportunities

Service - Feeling, Thoughts and Actions
Service - Triggers & Influencers
Service - Touchpoints
Service - Customer Experience
Service - Opportunities

Repeat Purchase - Feeling, Thoughts and Actions
Repeat Purchase - Triggers & Influencers
Repeat Purchase - Touchpoints
Repeat Purchase - Customer Experience
Repeat Purchase - Opportunities

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