Understanding Your Customer Journey

One of the secrets to success in business is understanding what people want. Many companies understand the importance of mapping out the customer journey to gain insight into how to better serve and retain them.

According to the Harvard Business Review, a customer journey is the sum of all interactions customers have with your company:

A customer journey map is a very simple idea: a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination. The more touchpoints you have, the more complicated — but necessary — such a map becomes. Sometimes customer journey maps are “cradle to grave,” looking at the entire arc of engagement.

The Journey

A customer journey timeline starts with the initial interactions with a customer, such as through advertising or a visit to your website after an internet search. It would also be a physical interaction such as someone wandering into your store.

From there, the customer journey includes buying the service or product, using it, offering their impressions of the experience through online reviews or word of mouth, and finally, completing the journey. This could include upgrading the product or service, more purchases, or ending the relationship to shop elsewhere.

Data Science Insights

Mapping the customer journey is a marketing art, but it can be more than that. It can be a science. The analysis of Big Data, comprehensive information about thousands upon thousands of customer interactions, allows companies to pinpoint exactly who their customers are, what they are looking for, and their preferences.

Data analysis can also lead to better customization of user experience on an individual level. By tracking preferences on a granular level, businesses can hyper-personalize customer interactions, increase selling opportunities, and improve retention rates. Keeping a customer or client happy will have them coming back again and again.

At LMS, our experts know how to combine the art of marketing with the science of data analysis. We provide the tools to gather comprehensive data and help guide the creation of personalized customer experiences. Reach out to us today at LMSonline.com/contact.

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