As the consumer journey becomes increasingly complicated the importance of mapping it out increases. It is a convenient way to communicate the complex digital interactions that take place. Here are the positive outcomes that come from doing this.
Breaking down the customer journey step by step allows you to make sure that every element of your marketing campaigns contribute to your ultimate goals and eCommerce KPIs.
With an overarching view of the customer journey it's easier to spot what needs improvement. You can also use your analytics tools to identify where consumers bounce or churn. Then you can make adjustments which should lead to better customer experience and more success for your brand.
All companies want to provide a great customer experience. But the larger a brand becomes the more difficult it is to craft coherent messages and experiences across all touchpoints.
However customer journey maps help keep everyone on the same page. Sharing them beyond the marketing team with customer service agents sales teams in-store reps and new hires will create cohesion across all touchpoints
These maps can help build a customer-focused culture throughout a company. You can even go as far as mapping post-purchase support strategies.
With in-depth insights into the consumer journey marketers can carefully implement a logical sequence of messages. They can also improve their targeting and personalization for each persona too.
This is likely to attract more relevant clicks and improve conversion rates resulting in a better return on your advertising and eCommerce marketing investments.
The RFM model is a relatively simple yet powerful method for customer segmentation. However it is worth noting that it only takes three behavioural variables into account.
Although recency frequency and monetary value are all highly important factors many other variables can be used to make tactical targeting decisions. Down the line you could consider further dividing each RFM group based on other attributes.