I have often been asked, “How do you know what data and metrics you should be assessing?” There is no one right answer to this question. It depends…on your objectives. A customer journey should be thought through in advance, contemplating what your goals are to determine when and where you need data to inform your communications messaging, placement and timing. Through data driven engagement you can create more personalized customer experiences to lift responses. The holy grail for every marketer is loyal lifetime customers. Through a tracked, connected experience, customers can be moved towards this goal. But there are important stages to the customer experience that in and of themselves require attention and fine tuning before you can get there. And ask yourself as you design the journey, “do I know enough about my target customers?” Demographics and web analytics should be informing a customer segmentation exercise. Prospects should be segmented and messaging should be designed for them. (But this is a topic for another blog.)
In each of the stages of the customer journey — attraction, engagement and advocacy, you have specific goals and metrics and when done right contribute to a rewarding experience for both the customer and the company. In the attraction phase we are looking at channels like SEO, SEM, Display and Social Media. You are monitoring the response rates to your content and key-word terms including views, open rates, click through rates, likes. Responders are monitored as you advance them into engaging with your brand and content. In the engagement phase, social media, ecrm and onsite optimization are drawing the prospect into a deeper relationship with the brand through a social dialogue, an email follow up and onsite web communications that are specifically designed to the prospect’s interests. Here you are monitoring comments and web behavior and pre determined messaging is being served to your prospects. If a prospect does not convert through this part of the journey then retargeting and abandon cart messaging can be utilized. Once a prospect converts, it is important to continue to give this customer attention. Channels like community and email should be leveraged to insure your customer is getting what he or she needs from your product or service. These interactions need to be specific to them or their customer segment. And if you see continued engagement and satisfaction, it’s a good time to incentivize an act of loyalty, whether it’s a post, a testimonial, a referral — all should be tracked and rewarded. Word of mouth is the best marketing. And if you have gotten this far with a customer, they will surely renew or purchase again…well on their way to becoming lifetime customers.
Remember, this is about creating a relationship. Transactions are a critical objective but alone may not best serve the customer experience. The customers of today are accustomed to some generosity! How much is optimal? Well that’s up to you to test and determine.
That was a high level overview, but if you’re interested in a deeper dive, MAC 2017 is offering an amazing live event in June, where you can hear from experts and thought leaders and discuss further with your peers everything you ever wanted to know about marketing analytics. Looking forward to seeing you there. If you follow me on Twitter or are a Facebook friend, look for my personal discount code.