As As a marketer, the ability to provide optimized customer journeys across media and channels, throughout the customer life cycle, has a positive impact on both your customer and your brand. The expectations of an always-on customer are always accelerating. Consumers are not just comparing their experiences with your brand against those they’ve had with your direct competitors; today, they’re comparing their experiences with your brand against the best experiences they’ve ever had – with any brand.
And consumers are fickle. In fact, 75% say they would be willing to stop doing business with your brand after just a single bad customer experience. Overall, consumers actually prefer to do business with brands that use personal information to make all their experiences more relevant at every turn.
They often interact with brands for a long period of time before they’re ready to buy. So, if the first time they’ve had a data-informed, personal experience with your brand is at the point of purchase, it could be too little too late.
Superior management of customer journeys also makes sense from a competitive standpoint. In Fall 2017, Aberdeen Group published an enlightening research paper about the business value of optimizing customer journeys. The research showed that, across the board, companies that manage their customer journeys outperform those that don’t.
There’s little doubt that optimizing your customer journeys makes sense for your brand and your bottom line; but it’s easier said than done.