Customer journey: The path someone takes from first learning about a product or service to becoming a customer.
In the late 90s and early 2000s, Apple was facing a problem—the iPhone maker’s products were considered a niche, the brand was far from the global powerhouse it is today.
Things sure have changed. One way was by meticulously understanding and mapping out customer journeys.
They identified key touchpoints, from the initial curiosity about a product to post-purchase support.
With innovative retail experiences, seamless online interactions, and consistent brand messaging, Apple didn’t just sell products – they built loyal relationships. Many would agree that Apple has some of the most die-hard fans.
The 76 degree example
In Apple Stores all screens are tilted at exactly 76° degrees, at least at the beginning of the day. This is the tried and tested angle at which most people move the screen with their hand. Interacting with products makes you feel more attached to it.
This deep understanding of their customers’ journeys helped Apple become one of the most recognised and beloved brands in the world.
We discuss what customer journeys are, why they’re so important, and how you can (and should) apply such knowledge to your business.
What Are Customer Journeys?
A customer journey is the complete sum of experiences, aka “touchpoints”, that customers go through when interacting with your brand.
It goes beyond the transactions and includes every touchpoint where your customer might interact with your brand, whether through social media, your website, email, or in person.
There are multiple and variable customer journeys in every business, some may start with a phone call, word of mouth or, most commonly, online.
According to insights from Incisiv, in collaboration with Blue Yonder and Microsoft, 93% of all shopping journeys now begin online, a significant increase from 81% in 2020.
Understanding journeys helps businesses create more cohesive and enjoyable experiences for their customers, ultimately leading to increased loyalty and sales.
Examples of Customer Journeys in the Digital World
Customer journeys almost always begin online, especially for SMEs and larger organisations.
Let’s look at a couple of examples:
ONE: Healthcare Practice
A potential patient searches online for a local GP. They find a medical practice’s website, read through the services, and book an appointment online. They receive a confirmation email and a reminder SMS before the visit.
They meet the front desk staff before, and after the appointment, they settle the payment.
Later, they get a follow-up email asking for feedback, their next appointment and tips for their health concerns.
Each touchpoint is an opportunity to engage and support the patient, building trust and loyalty.
TWO: Online Retailer
A customer sees an ad for a new product on social media, clicks through to the retailer’s website, and browses the product range.
They add items to their cart but get distracted and leave without purchasing.
Later, they receive a retargeting email with a discount code, prompting them to complete their purchase.
Post-purchase, they receive emails with care tips for their new products and suggestions for related items, encouraging repeat business.
Messing even one up with poor service or complications could spell bad reviews and lost business. On the other hand, polishing each touchpoint of a journey often leads to more business and solid growth.
Why Digital Channels and Digital Marketing Are So Important for Businesses Today
The rise of digital channels has fundamentally changed how businesses interact with customers.
Here are a few reasons why digital marketing is indispensable:
Reach
Digital channels allow businesses to reach large audiences. With social media, email marketing, and search engine optimisation (SEO), you can connect with potential customers almost anywhere.
Cost-Effective
Digital marketing is typically much more cost-effective than traditional marketing. With tools like Google Ads and social media, businesses can target specific demographics, ensuring that their marketing budget is spent efficiently.
Measurable Results
One of the biggest advantages of digital marketing is the ability to track and measure results. Tools like Google Analytics provide insights into customer behaviour, campaign performance, and return on investment (ROI).
Applying Customer Journey Knowledge to Your Business
Understanding and optimising customer journeys can positively impact your business. Here’s how you can apply this knowledge:
Map Out the Journey
Start by mapping out the typical journeys your customers take. Identify all touchpoints, from awareness to post-purchase. Tools like customer journey mapping software, like Smaply can help visualise these steps.
Analyse Pain Points (all businesses have them)
Identify any pain points or obstacles customers encounter along their journey:
- Are there stages where they tend to drop off?
- Is there any feedback indicating dissatisfaction?
- Where are they likely to get confused?
Note on gathering feedback: At HeartBeat Digital, we help clients gather feedback should they need. We can create email campaigns asking for customer feedback, online forms for people to leave ratings and comments (which can be private and/or anonymous), or direct people to leave public feedback if certain criteria are met.
It’s all tailorable.
Enhance Touchpoints
Once you’ve identified pain points, work on enhancing them. This could mean improving website navigation, providing better customer support, or creating more engaging content.
It could involve more staff training, better or revamped material, or even overhauling processes.
For example, any practice still asking new patients to fill out paperwork for admin to enter in a computer is wasting time and annoying people. A QR code linking to an online form that populates a database is a simple, customisable and nowadays, an expected solution.
Personalise the Experience
Use data and insights to personalise the customer experience. Personalisation can range from addressing customers by name in emails to recommending products based on their past purchases.
Test and Refine
Customer journeys aren’t static. Continuously test and tinker with your strategies. A/B testing different elements of your website or marketing campaigns can provide valuable insights into what works best for your audience.
Leverage Technology
Use technology to streamline and enhance customer journeys. Customer Relationship Management (CRM) systems like HubSpot, marketing automation tools, and data analytics can help manage and optimise interactions at each touchpoint.
Polish Your Customer Journeys
Understanding and optimising customer journeys is not just a trend; it’s an opportunity for any business looking for growth and sustainability.
And as demonstrated by Apple, even the smallest enhancements in understanding your customer can lead to monumental success.
Ready to transform your customer journeys? HeartBeat Digital is here to help.
With an expert team and tailored strategies, we ensure your customers’ paths lead straight to success.
We’d love to chat about your options.
