Customer journeys show the path or steps a customer takes to complete a particular task, such as purchase a product or download a whitepaper. A customer often interacts with several channels (Website, Mobile device, in-store representative) to accomplish a task. Kevin Nichols has written a detailed, step-by-step guide on how to build a customer journey and map content to it. You can download the customer journey content mapping whitepaper on AvenueCX’s website, which is free of charge.
Customer journeys (or cross-channel journeys) are the key component for defining an omnichannel content strategy. A high-level, cross-channel journey might look like this:
For Business to Business:
For Business to Consumer:
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.
Remember that a consumer journey may take several different paths, going through several channels and may not always be linear.
Benefits of a Customer Journey
For omnichannel content strategy, well-designed 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.
Photo: Soldiers and their girls window shopping in the evening. Baltimore, MD. April, 1943.