When thinking about your customer journey, ask yourself what perception might the consumer have after each interaction opportunity? If your brand is inconsistent across every touch point…it could confuse the customer. It may leave them unsettled and unsure of your product. In this movie we will define the customer journey and look at how you can better control it.
- Take a minute and consider something you bought recently. Did you walk into a store and pick out an item on the shelf? Maybe you ordered something from an online website. How many steps were involved in that process? Did you look up a review, search for a coupon, look at the neighboring products on the shelf? Did you explore the company website, sign up for their newsletter, download a case study? Now, think about this from the perspective of your consumer, perhaps they visit your site once and you target them with an advertisement or a promoted tweet, or maybe even a special offer via email, you get the idea.
All of these steps they've taken contribute to what's known as the customer journey. Each of these moments of a customer interaction is a touchpoint, and these touchpoints are steps in that customer journey, but I want to expand on these touchpoints even further by really thinking through the customer journey. It never hurts to explore your brand from several perspectives, and this holds true whether it's new or existing. When thinking about your customer journey, ask yourself what perception might the consumer have after each interaction opportunity.
If your brand is inconsistent across every touchpoint it could confuse the customer, it may leave them unsettled and unsure of your product. Think of it this way, you ever go out to eat at a particular restaurant, not only because of the food, but because of the way the place feels? Maybe you enjoy the ambiance, it could be quiet, it could be loud. You might enjoy the service, or maybe it's the charm in being run by one person. Perhaps you think you're unswayed by all of this because you picked the place with the matter-of-fact marketing, limited style, and a relatively neutral ambiance.
Truth is, that business is succeeding because it found a message that resonated with the customer. It doesn't matter if the message is charming to everyone, it just matters that the customer has the experience that was intended for them. Just the other day, I saw a Yelp offer to receive a free ice cream at new artisanal creamery. There were a ton of Yelp reviews, the photos of the products were very engaging, and the website sold me on the story of this made-to-order nitrogen-infused craft ice cream. Had to have it. When I got there, it was bustling with activity, the decor was modern yet pleasing, but my mind started to wander.
There were a dozen multi-colored fliers plastered to the door promoting sales on all sorts of flavors and free toppings. The photos along the wall were crooked, which felt out of place for a high-end eight dollar a scoop ice cream shop. The cups had stickers applied to them in a last-ditch brand everything attempt, and the menu was impossible to decipher. I was lost, I had no idea how to get the one thing I came in for, I just wanted a scoop of ice cream. The ice cream was good, but I didn't really know how to understand what I was tasting. Now, I had provided my email address at the register after paying, but five days later I still haven't seen a single outreach.
At this stage, I doubt I'll go back. I'm just not that motivated. Now, is that a little extreme? Maybe, but I might not be their target market, but it goes to serve a good example as to just how quickly all little details can push a customer away. Be sure your brand is represented the way it needs to be to impress your target audience.
Explore best practices for researching, developing, visualizing, and managing your brand, and learn about incorporating your brand throughout various customer touchpoints and keeping tabs on your brand as your company grows.
- Components of branding
- Creating a brand strategy
- Conducting a brand audit
- Crafting your vision statement and selling position
- Evaluating brand visuals, colors, and language
- Enhancing brand touchpoints
- Measuring brand loyalty and equity