Craft a masterpiece of a marketing strategy and clarify strategic direction by mapping your customer journey. We'll craft a practical big picture that integrates business and customer priorities. A proven process to manage customer experience and fast-track a practical marketing plan.
Planning commences with an online-based customer journey workshop. This is a Customer Experience (CX) facilitated process that's designed to align customer and business activity, key stakeholder needs and fast-track an overarching marketing strategy - a strategy in the form of a customer journey map. Together we'll produce a channel strategy aligned to business priorities, a plan that will inform marketing investment, and a plan that will align stakeholder priorities. Creating this plan is an in-depth process consolidating years of marketing exposure.
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Customer Journey Workshop (2 hours, online). In this initial workshop, we'll break down business priorities and align them with one priority persona - the persona that together we consider is forecast to offer you the highest return. Then, over a 2 week period, independent market research will be collated to break down your customer's journey through each stage of the purchase cycle, creating a practical map we can build off.
Independent market research - this will inform the creation of a practical customer journey map integrating traditional and digital channels. This is not a thick strategy document that will end up on your shelf gathering dust, but a practical, digestible big picture you can evolve on an on-going basis. You'll be able to circle back to this big-picture strategy on an ongoing basis for your business.
Task prioritisation - Effort Benefit Matrix. This is a powerful, practical process used to clarify strategic next steps for the business.
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Data can fail to communicate the path of the customer, but a story can do that. One of the best storytelling tools for business is the customer journey map.
When you think of your customer, who comes to mind?
Can you empathise with their intent, motivations and pain points? Better yet, do you know why they are choosing your company over competitors? Understanding your customers' experience (CX) at each stage of the customer journey can inform campaign planning, content context, messaging, website structure, market investment and internal priorities.
No one cares how much you know until they know how much you care.
In a 2022 report, Hanover Research found that 94% of businesses said their customer journey maps help them develop new products and services to match customer needs. Another 91% said their maps drove sales. Your customer journey map becomes a visual storyline of each prospective customer touchpoint, as well as their experience with your business post purchase. It creates a visual marketing plan quickly identifying gaps and opportunities for your business and shifts business activity from ad-hoc to clear. A customer journey map will form a cohesive framework you can circle-back-to and evolve with market changes.
Your customer journey map can answer questions such as:
Reviewing your customer's experience like you're a fly on the wall will help take your brand experience from a default one, to an intentional one.
With your CX MAP and the CX process you can:
Creating your customer journey map is not intended to be a critical process, but a facilitative one. Your visual map becomes a living artefact that evolves with your business and stakeholder needs over time.
As a third-party I bring fresh eyes to your business situation and a lens with consolidated marketing experience. I'm not another marketing agency, but a senior strategist and facilitator that's independent of agendas. I've 15+ years marcomms experience across a vast range of industries and bring you consolidated knowledge from all of them.
Working directly with a marketing strategist brings new light to internal conversations. I help facilitate cohesion, not only between the business and customer needs but also internal stakeholders.
I won't have all your answers, but I do have tried and tested process and methods for success.
Customer journey maps are specific to the client. Some client's maps are more detailed than others, depending on the product/service complexity. We'll be focusing on a particular persona and priority objecti
"If I'd have known how helpful the customer journey process was going to be, I wouldn't have hesitated."
- Director, Marvel Homes.
Note, this customer journey process creates a CX foundation, but CX maps must continually evolve with the business and market changes.
People are using 10+ channels every day to communicate with brands creating a complex web of touchpoints in a world where we ironically demand streamlined experiences. If your company or organisation can provide that streamlines customer experience, you have a competitive advantage most neglect.
Streamlining experience and aligning market activity with your customer is good for business. The same study highlighted stock portfolios of the simplest global brands outperform the major index by 330%.
Simple is disruptive, simple pays, simplify your marketing strategy with a customer journey map.
A customer journey map is rooted in data-driven research such as Google analytics website performance data, customer sentiment and customer lifetime value. Review and prepare the information you do have for the initial workshop, and email me a private and secure link to the materials for collation prior to the session. Examples of information to provide:
This information will help create a 360-degree view of how customers will or are engaging with your business.
When creating a customer journey map, it's recommended to involve your key stakeholders in your business or organisation, such as your head of sales, marketing or communications. Consider who your key stakeholders are, and we'll extend an invitation to the initial online workshop.
"Anita's expertise in marketing is at such a high level she has identified possibilities for growth that we have simply been unable to see."