The customer journey is a progressive stream of digital and off-line
experiences that are unique to each individual. An integrated marketing platform allows you to create a journey filled with relevant and meaningful personal experiences across channels, devices and geographies.
You face numerous business and technology challenges related to tracking, mapping and optimising the customer journey.
Lack of automated journey optimisation.
Inefficient, fragmented marketing technologies.
Inability to seamlessly add mobile moments.
Lack of integrated actionable data.
When you address the challenges of customer journey mapping, you’ll see several benefits.
The customer journey provides insight into behaviours, preferences, needs and more as customers engage with your brand at home, at work and on the go. Having these insights helps you to improve content targeting, personalisation and optimisation.
Tracking the customer journey reveals the experiences that translate to brand advocacy, loyalty, conversions and revenue, viewed in context and in real time. Use touchpoints that made a difference to better serve existing customers and leverage insights to acquire new ones.
You can get a holistic yet detailed view of the paths consumers take with your brand. Journey analysis enables you to better attribute engagement and behaviours to conversion events by analysing devices, channels, locations and more.
Enterprises mature toward an experience-driven business model by tracking and mapping the customer journey, allowing teams to collaborate on a customer’s entire brand experience.
Combining the strengths of the integrated solutions in Adobe Experience Cloud, you can seamlessly guide a customer journey that is rewarding, delightful, consistent and personalised across the entire experience lifecycle.
Brands capitalise on a unified customer view to deliver experiences that are more relevant, consistent and personal.
“Customers don’t speak to us through just one medium. The modern marketer needs to ensure their speaking to the customer at the right time through the right channel.”
— Chris Insall,
Customer Communications Manager, Virgin Holidays
“We needed to get product to market quicker. Adobe Experience Manager and related products allow us to do that much quicker. We can deliver features in weeks that used to take months.”
— Toby Wright,
Chief Technology Officer, Telegraph Media Group
Why is focusing on the customer journey important to becoming a mature experience business?
Because of the changing consumer landscape, issues such as multi-device engagements, channel fatigue, and expectations of a singular brand experience demand that the entire lifecycle be treated as a continuous journey.
Isn’t the customer journey just about analytics?
No. Journey management goes beyond simply analysing customer behaviours. The principles of content management, audience targeting, omnichannel experience and campaign optimisation are blended to achieve success.
How does identifying the customer journey help our marketing team?
Journey mapping can help you to set budgets, identify technology needs, set workflows, improve content and campaign delivery and manage development cycles.
Is marketing the only business function affected by a customer journey strategy?
Focusing on the customer experience requires organisational change that can affect customer-facing organisations as well as backend teams like accounting, human resources and purchasing.
If I create a static customer journey map after analysing available data, are we good to go?
No. Customer expectations and preferences, as well as technology and competitive climate, can change integration. over time, leading to new and different types of interactions. As such, best practices suggest ongoing journey mapping.
How do we get started?
Start planning your strategy by holding workshops with stakeholders to uncover roadblocks, requirements, resource availability and other issues. A successful approach looks at the impact on the organisation first, then builds an implementation plan.