A digital customer journey map is a tool that enables you to understand and optimize your customers’ digital experiences.
It outlines the digital customer experience in a customer-centered perspective, helping you:
- Understand how prospect and customers are interacting with you now.
- Identify areas for improvement moving forward.
- Choose the appropriate technology and business models to effectively engage people at every touchpoint in the digital customer experience lifecycle, and prioritize your investment.
Great customer journey maps are rooted in data-driven research, often coming from market research, and show the different phases of your customers' experiences across all touchpoints, based on a variety of dimensions such as sentiment, objectives, consistency with the attributes of your brand, and more.
Evolving the vision of the traditional and outdated marketing funnel, most digital customer journey maps are not linear: a customer can jump from one phase to another based on a number of factors, delivering on his/her expectation to live heightened digital experiences anytime, anywhere, personal, and simple, what we summed up in our previous post as the “now-for me-my own way-easy” promise.
Mobile and real-time marketing have joined social in disrupting business models that cannot keep up with your connected and informed customers. Identifying both physical and digital touchpoints, customers’ behaviors, then mapping out the digital customer journey is your first and essential step to effectively compete as a unified business in connected markets.
Among the key metrics along your digital customer journey, consider:
- Channel: smartphone and tablet (always go mobile first), computer, smart TV, connected objects, and your physical stores.
- Number and duration of visitor and visit (digital, footstore traffic).
- Frequency of visit (returning to the app/site/store directly – through a URL or bookmark, a referral - or indirectly).
- % repeat visits.
- Recency of visit.
- Depth of visit (% of app/site/store visited).
- Tap-though and Click-through rate / interactions with sales staff in-store.
- Lifetime value.
- RSS feed / newsletter subscriptions.
- Interaction with in-store tags (i.e. Smart Bluetooth, NFC) and rate of engagement.
- Customer Ratings, Reviews, Comments and valued engagement/disengagement.
- Viewing of high-value or medium-value content (as valued from your organisation’s point-of-view).
- Depth of digital/physical/hybrid visit.
- Inquiries (digital, to sales personnel).
- Personal information provided and depth of customer profile.
- Content resyndication, inbound links.
Even if yours is just an initial project, a "first and tentative customer-facing app", turn this opportunity to your advantage by mapping your digital customer journey, mobile first. You will start on the right foot and take the fundamental journey towards the profound digital transformation of your business in the years to come.
To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here: