Customer Journey Mapping (CJM)
Agencies, agencies, agencies. There are advertising ones, web ones, online media ones, direct marketing ones and digital ones. Not forgetting all those email marketing agencies out there, as well as SEO and PPC specialists. You might have some, or even all of these.
And like most companies and brands, you probably spend lots of time getting your agencies to improve what they do by some arbitrary percent. That’s an X% better website, or a Y% better performing ad campaign. All very tactical, all very incremental, all deeply fragmented.
Now the recession has demonstrated to businesses, including our own clients, that this is just not good enough. As belts tighten, there’s a huge opportunity to think again. To take stock and look around at what’s possible today, not what was possible five years ago when you started on the road to improvement.
Today’s customers want to have a voice. They expect you to listen to their needs, observe their behaviour and deliver those relevant, timely brand-engagement-inducing nudges and touches, wherever they are, online or off.
Which is why PCD Agency offers Customer Journey Mapping (CJM). This gives a slightly different way of looking at things, provided you define CJM as a strategic approach rather than an executional method.
It gets you to head back into customer data, start by evaluating all the touch points you currently have - the website, retention pieces, correspondence sent by accounts, emails, SMS, social media, acquisition pieces. Then create the most engaging customer journey.
It allows you to become channel and media agnostic. Giving you the freedom to discover which is the best way to relate to your customers, rather than which channel you communicate to them with.
CJM has worked particularly well for our clients like Travis Perkins and NFU Mutual who’ve turned their customer communications strategies on their head and are now having a single conversation across several different channels.
Using a top-down strategic review doesn’t mean getting rid of your agencies, it just means they’ll all be working to a single over-arching strategy. Rather than just doing the best they can do in their niche, you get a coherent plan that can be delivered as usual through segmented direct mail, or email, or segmented microsites, but flexible enough to incorporate new channels (like social media marketing) as they emerge.
A summary of PCD Agency’s customer journey mapping services:
- Customer journey planning
- Retention and acquisition strategy
- Data planning and advice
