Customer Journeys

Customer journeys are the key component for defining an omnichannel content strategy. A high-level, cross-channel journey might appear as this

High-level customer journey example.
High-level customer journey example.

Done well, a consumer journey:

  • Starts with a group of tasks required for a consumer to accomplish certain goals (E.g., purchase a product, locate a store, get support for a purchased product).
  • Creates a series of steps within each task that a consumer will go through, often times through several channels.
  • Informs which content is necessary at which step in each task to empower the consumer to go to the next step.

A consumer journey may take several different paths, going through several channels and may not always be linear.

Benefits of Customer Journey

For omnichannel content strategy, customer journeys provide the mechanism to create successful content experience. A well-designed customer journey:

  • Puts a consumer at the center of the experience and creates a content experience around consumer needs and perceptions. I.e., consumer-centric content!
  • Provides the structure to help understand customer interaction within the omnichannel content experience.
  • Can be used not only for the content strategy, but also for user experience definition, personalization needs and channel prioritization.

Additional Resources

Content Strategy for the Customer Journey: Personalization Done Right [2013 Confab. Minneapolis, MN]

Personalization, Customer Journey, Omnichannel: A How-to Approach [2012 Content Strategy Workshops.]

See also the customer journey examples on Content Strategy Alliance Best Practices Initiative. These templates and examples are free.