journey to success

Customer journey mapping

Salesforce’s ‘State of Marketing’ 2016 report is a good piece of content worth entering your details for. It highlights trends and insights from nearly 4,000 marketing leaders worldwide. With seventy-one pages to consume, we thought we’d give you the abridged version, with the top areas we felt were worth focussing on.

The report provides insights into how the ‘worlds most successful marketers’ are staying ahead in changing times and highlights the nine key practices,  offering up a best practices ‘how to’ guide.

The chosen nine include – business leadership, real-time customer orchestration, integrated customer experiences, mobile momentum, social ROI growth, intelligent email, advertising on social platforms and tech adoption. Depending on how switched on you are, you may have noticed that I only listed eight, the missing finding was that top marketing teams win with a customer journey strategy. Whilst no one marketing practise has been deemed more useful than the other, the overall 2016 report finding was that:

“…high-performing marketing teams have shifted their mind-set and tactics from marketing at customers, to focussing on connecting every touchpoint into a cohesive customer journey

The report goes on to say that from the marketing leaders interviewed, they found that of those who have implemented customer journeys, more than two-thirds agree it had a positive impact on their business.

In fact, seventy percent of the marketing leaders utilising customer journey mapping also saw a positive impact on their customers’ willingness to recommend products or services.

Customer journey mapping isn’t a new marketing phenomenon, it is, however, a little more complicated than it used to be. Google have a charming way of talking about simplifying the complex buyer journey by focussing on key moments that can inspire people to buy your product or service.

This concept inspired our Moments of Truth post which highlights the importance we place on always considering the state of mind of the audience. This complex understanding of your consumers’ fears, joys and (ir)rationality allows us to start predicting and plotting their behaviour, ensuring your communications are always delivering value with the right message at the right time. Instead of chasing channels, our customer journey framework ensures that we know where they will be, when they will be there and what they will be thinking.

Salesforce’s data backs up that top performance and adoption of a customer journey go hand-in-hand.

With a positive correlation between understanding your customer and business results, can you afford not to plot for success?

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