The Zen of: Customer Journeys
Understanding the customer journey is the modern holy grail for marketers and executives alike. And just as discovering the world was round dramatically changed our maps and meaning-making, the emergence of the connected consumer requires us to rethink the linear, one-directional and heavily siloed model of customer journeys.
The connected customer journey has overlapping physical and digital touch points, requires deep authenticity and engagement, and is as (if not more) peer-driven as it is brand-driven.
So, how do brands and businesses navigate this brave new world? We encourage our clients to think about thresholds of conversion, rather than direct-response funnels, making meaningful connections over manipulating conversions, and creating an experience, rather than a marketing message.
Doing so requires design, research-based insights, and perhaps, most importantly, empathy. To learn more about updating your customer journey maps for the modern customer, check out our CEO’s recent Forbes piece: Three Principles for Navigating and Mapping the Connected Customer Journey
Virginia Eubanks’ “Automating Inequality” explores the dark side of a world increasingly run by algorithms and provides a strong moral case for thinking-through the assumptions and prejudices that filter through into our technological innovation.
We’d love to help your brand woo the connected customer and win in the digital age!
Let’s start a conversation.