State of Customer Journey Mapping 2020 Insights
Mapping the Buying Journey
A few weeks ago, I treated myself with a pair of Bose SoundSport Free wireless headphones. They’re brilliant. I love them. But even though they have been available for some time and I love Bose equipment, I only bought them just a few weeks ago. Why not sooner? Because I wasn’t finished [...]
RBS Case Study
Marketing for financial services is difficult. In this article we show how several of the big challenges were tackled by an implementation of Odyssiant at RBS. A good way to “heard the cats” and to understand the challenges for financial services marketing is by using the “4P’s of marketing” [...]
Dynamic content personalises the journey
Personalising content is not hard.... The quest for personalisation remains a marketing obsession, and rightly so. Simply treating customers as a collective mass where the individual’s needs does not matter lacks common-sense and conflicts with customer expectations. However, achieving personalisation is considered hard. After all, to truly personalise the [...]
Knowing your customers needs
If I’m going to buy from you, I need to know you can meet my needs; that’s a no brainer. If I’m going to engage with your company’s marketing, I also need to feel it’s relevant to my needs; that’s a no brainer also. The challenge is linking the [...]
What is “Next-Best-Content”?
When you are reading your favourite news site, browsing a blog or researching a product, or watching a YouTube video you will often see “related articles” or “you might also be interested in…” and listed in these areas will be content that is related to what you are currently [...]
Needs and Wants
Customer Journey Mapping - needs & wants I want chocolate cake, but I need an apple. I might also want an apple, but I probably don’t need chocolate cake! (Probably.) What has this got to do with Customer Journey Mapping? If I can get your attention away from the [...]
Persona -> Needs -> Map -> Content -> Marketing Funnel -> Sales Funnel -> Customer
In my previous article “Customer Journey Mapping - Needs & Wants”, I discussed how customers’ needs change throughout their buying journey. That represents a challenge for us marketers and customer experience managers – How do you create the right content to support that journey? Before looking at what content [...]
The Commercial Benefits of Customer Journey Management
Chief marketing officers (CMOs) who design and incorporate customer journey management as part of their overall activities outperform all others by 54% (24.9% vs 16.2%) in annual improvement on ROMI (Return On Marketing Investment) according a recent report from the Aberdeen Group: But the respondents to the survey cited [...]