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Create business value with the digital customer journey
Cheat Sheet

Create Business Value with
the Digital Customer Journey

Introduction

How can you deliver value with a digital customer journey? With this useful cheat sheet in hand, you will be able to connect each touchpoint of a customer journey to your business goals. A well-forged customer journey allows you to gain and keep customers more efficiently and predictably, and can boost brand ambassadors who will attract even more new customers.
Morten Eriksen, CEO Enonic

Why should you care?

A well-forged customer journey allows you to gain and keep customers more efficiently and predictably, and can boost brand ambassadors who will attract even more new customers.

Basics

What is the customer journey?

Every touchpoint your potential and actual customers face in the process of going from being unfamiliar with your product to become a paying customer.

What is digital?

Any touchpoint that includes websites, apps, or APIs.

Customer Journey PM

 

Main advantages

  • Attract more customers organically
  • Help customers make decisions
  • Make it easy to choose your business
  • Ensure continuous customer satisfaction

Your business

  • What is the purpose of your organisation?
  • How is your team measured?
  • What are your most important KPIs?

Creating business value on each touchpoint

🔍 Search

Improve your SEO and get more relevant visitors to your digital experiences, increasing the number of potential customers to reach sales goals and drive revenue.

👋 Online advertisement

Paid efforts can augment your organic efforts, on both search engine results pages and social media. Use it in accordance with existing marketing campaigns, to make full use of personas, premium content, workflows, etc.

📱Social media

Know where your core audience is and provide them with real value—like sharing success stories or participating in conversations. Then lead them naturally into your owned channels for further progress in the customer journey.

📓 Blog

Often the centrepiece of your marketing efforts, the blog attracts potential leads by answering their pain points in the various stages of the marketing funnel—in all topics you have identified as relevant for your target audience.

🆒 Call to action

A CTA is an appealing element that entices your visitor to do a desired action—e.g. pop-up, button, chatbot, or inline text on a blog post encouraging the visitor to visit a landing page for downloading a guide about the topic.

✈️ Landing page

The LP has but one goal: to convert visitors from unknown to lead, with enticing elements like text, image, video, and form, to encourage the visitor to download a guide, enrol in a webinar, or sign up for a demo.

🧾 Form

The form enables the unknowns to become leads, with a varying degree of required personalia. To get valuable information about leads makes this a vital touchpoint, of which the previous ones have worked together to achieve.

🛒 E-commerce

For B2C businesses a crafty e-commerce platform is invaluable in order to drive revenue. For such businesses, the online shopping experience is another mandatory touchpoint in the customer journey—one which must adhere to UX and can be enhanced by the others.

💬 Chat

A chatbot can be a helpful asset to get your visitors to find what they need faster, and to deliver a smooth transition to real customer service when required.

✨ App

An app can give your leads and customers a meaningful tool to administer self-service or discover information in new and exciting ways, e.g. through gamification, calculators, sliders, and other app-like features.

🌐 Website

Don’t forget the rest of your website. Leads and customers still need to browse through your products, services, technical specifications, and contact information when they are considering new sales or upsales. Keep UX, SEO, and page speed in check to deliver a great experience.

📡 Online community

Your websites and apps don’t have to do all the heavy lifting. Empower your leads and customers by facilitating online communities, like social media groups, forums, wikis, and Slack, in order to help each other out, and to share knowledge and experience.

📧 Email & newsletter

Automatised emails and curated newsletters are still going strong. Emails are an excellent way to deliver premium content to leads, or to nurture existing customers, while newsletters can delight your customers further with helpful and relevant content.

📋 Survey

Frequent surveys can help engage your customers by making their inputs count, while at the same time identifying pain points in order to improve the quality of your products further—the bottom line being increased revenue.

🧍Self-service

The principle of self-service should be all-pervasive from beginning to end in the customer journey. Helping people solve their tasks on their own is the ultimate empowerment of both leads and customers, and creates a better user experience all the way.

Don’t forget modern principles and tools

Make the most out of your customer journey with modern marketing principles, like inbound marketing coupled with marketing automation. Inbound marketing plots your touchpoints to different stages in the customer journey—like attract, convert, close, and delight. Marketing automation automatises workflows, leads scoring, emails, and much more. Be sure not to leave your customer journey in the dark—enlighten it with modern marketing principles and tools!

5 tips to map your digital customer journey

  • Identify your target audience and their goals
  • Identify customer pain points
  • Map out the customer journey touchpoints
  • Align touchpoints with business goals
  • Update and improve continuously

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