Home » Calm in the Chaos: Taking Control of the Customer Journey

Calm in the Chaos: Taking Control of the Customer Journey

Lindsay Tjepkema
Lindsay Tjepkema , Global Head of Content , Emarsys

In an ideal world, customer purchase patterns are linear, sequential, predictable, and structured. You know where to engage with consumers at all times. Once upon a time the world of e-commerce was ideal. Mapping marketing programs along the purchase path was all you needed to keep shoppers engaged. Unfortunately, those days have passed.

With consumers using multiple devices to weave an endless number of trails across sites, stores, and social networks, the customer journey is more complex than ever before. So, how are you going to make sense of everything, and engage your customers? In this post, we’ll share some ways to go about this.

The Customer Journey

Before we get started with specific tactics to consider, let’s clarify what exactly the customer journey is.

The customer journey is every experience that customers have with a company or brand. Rather than looking at a specific event, purchase or interaction, the customer journey takes into consideration the complete experience from start to finish.

When aiming to improve the customer experience, marketers will often create a customer journey map. This framework helps visualize and look at the journey from a customer’s perspective to determine gaps and improve the overall experience.

How to Take Control of the Customer Journey

Sean Brady, Emarsys President of the Americas, shared a few ways to help calm the chaos at eTail West. Watch his 15 minute presentation and you will learn how to:

Utilize Purchase Data

What data are you utilizing? By achieving a better understanding of how your customers interact with your brand, marketers can provide more personalized recommendations and create consistent experiences across channels.

Identify Automation Opportunities

How does automation use that data to provide more personalized experiences? With the chaos that happens throughout all the different mediums, you have to set up automation that allows you to think of the consumer based on preferences and the value they add to your business. The goal is to always move customers towards an active buyer state – this is where the highest ROI happens.

Redefine Reporting

What are the reporting tools that you have to analyze your customer’s behaviors? You’re reporting tools should help you know what the next best action should be, by providing insights about how your database is growing, how your automations are working and where your revenue is coming from.

Marketers need to see this throughout the customer lifecycle and those lifecycles should reveal the average customer’s value in each stage. You can then use this data to drive segments in a way that makes sense for that customer to have a highly targeted experience. Ideally, reporting should be tied into your automation to get you all of the data you need.

Final Thoughts

In conclusion, the customer journey can be chaotic and these are just a few ways to take control of it. By finding means to utilize purchase data, identify automation opportunities and redefine reporting, you’ll be on your way to creating a better journey for your customer – no matter what stage.

Ready to get started? Download 7 Steps to Successful Retention Automation to learn how to keep your customers coming back for more.


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