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Following Journey Mapping’s Future Path

Following Journey Mapping’s Future Path | Médias sociaux et tourisme | Scoop.it
Anna Papachristos

Via Eric_Determined / Eric Silverstein
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Eric_Determined / Eric Silverstein's curator insight, May 29, 2015 2:02 AM

"From #mobile devices, to the #IoT, emerging technologies will play an integral role in how companies map the increasingly erratic customer journey and approach customer engagement strategy", do you agree?


"Over the years, the concept of #customer #journey mapping has slowly gained more acceptance, as businesses are beginning to recognize the value such strategies bring when trying to develop more holistic, consistent #customer #experiences. In fact, Thompson notes that journey mapping may be the most crucial step in realizing that vision, as such guides enable everyone across the company to work from the same playbook on how to approach customer service by examining an array of fundamental questions:


  • How are our customers reaching us?
  • How do they feel at various touchpoints?
  • Why are they choosing one point of contact over another?
  • How are we responding during these interactions?

 

Customers seek brands that understand their journeys and offer improved experiences, as anticipating expectations and aligning business processes and technologies across departments to meet consumer needs serves as the prime differentiator in any industry.


Therefore, companies must address every stage of consumer behavior— awareness, consideration, purchase, service, and #loyalty—to break down silos and determine which elements truly need work.


As technology continues to generate twists and turns throughout the customer journey, companies may need to alter their #engagement strategies in an effort to reach customers where they work and play.


"These new devices also offer new sources of behavioral information that are key to marketers, such as new ways to signal purchase intent. If I'm wearing a @Nike Fuel Band, for example, when I walk past an exciting display, and my heart rate rises, might that signal an advertiser to send me an attractive offer to induce me to move forward with a purchase? Sounds a little like 'Minority Report', but the technology is available to offer those types of experiences today."


Share your thoughts on the Nike example?

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