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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.)

Customer journey map

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Awareness phase
A) Feelings, thoughts and actions: Realisation that I require a good pair of running shoes and avoid injuries down the road
B) Triggers & Influencers: Learning of many people who had to discontinue their running due to injuries
C) Touchpoints (offline & online): Reading online about injuries related to running

Research phase
A) Feelings, thoughts and actions: Need to invest in a good pair of shoes that is rated high by many
B) Triggers & Influencers: Reading blogs of professional runners and their recommendations
C) Touchpoints (offline & online): Online resources, websites, understand reviews etc
D) Customer experience: Visiting brick and mortar stores to see and experience the product

Purchase
A) Feelings, thoughts and actions:
B) Triggers & Influencers:
C) Touchpoints (offline & online): Offline store visit
D) Customer experience:Happy with the service and information provided by a store
E) Opportunities:

Usage
A) Feelings, thoughts and actions: Understand if the buying decision was the right one
B) Triggers & Influencers:
C) Touchpoints (offline & online): Go back online to see more customer comments on the product I purchased
D) Customer experience:
E) Opportunities:

Repeat purchases
A) Feelings, thoughts and actions:
B) Triggers & Influencers:
C) Touchpoints (offline & online):
D) Customer experience:
E) Opportunities:

Refers new customers
A) Feelings, thoughts and actions: Happy with the purchase, talk to friends about the product and store
B) Triggers & Influencers:
C) Touchpoints (offline & online):
D) Customer experience:
E) Opportunities:

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