Monitor the Customer Journey and Customer Lifecycle
Posted: Wed Dec 04, 2024 8:08 am
Monitoring and improving the customer journey is a fundamental process to maximize the customer lifetime value ( CLV ) of our client . The customer journey is the path of interactions that the user has with the brand, before and after the purchase; the path that takes them from discovering our brand to becoming, if we have acted in the best way, an active promoter on the market thanks to their word of mouth. It is an obstacle course, made up of continuous interruptions and interactions: visits to the site, visits to the store, emails received and sent, reviews read, product comparisons, etc.
When we analyze the customer life cycle in relation to the customer journey, we intervene on our ability to keep the person hooked on the brand , accelerating the sales pipeline, taking into account everything we know about the interactions that have taken place up to that point. Let's take a few examples:
Send a personalized pop up to someone who has been browsing for a long time ( lead )
Send an abandoned cart sale leads, armenia email address recovery email in an eCommerce (waiting)
Offer an upsell product to a regular customer who called a toll-free number after seeing it on the site (hero)
Retarget on social media after a customer has touched at least 3 touchpoints (occasional )
Today, thanks to marketing automation, the customer journey is not something that is suffered, but that can be modeled in real time based on the actual interactions (or non-interactions) of our customer. It must undoubtedly be guided, together with the data, by strategic choices that aim to increase the value of the relationship with our consumer.
We can decide in advance what kind of experience we want each user to have depending on whether they are heroes or lost: this is the customer experience. Monitoring the customer journey helps us to know how people interact with the company, with the aim of continuously improving and learning which are the best journeys for each type of customer in order to design new and increasingly engaging experiences.
When we analyze the customer life cycle in relation to the customer journey, we intervene on our ability to keep the person hooked on the brand , accelerating the sales pipeline, taking into account everything we know about the interactions that have taken place up to that point. Let's take a few examples:
Send a personalized pop up to someone who has been browsing for a long time ( lead )
Send an abandoned cart sale leads, armenia email address recovery email in an eCommerce (waiting)
Offer an upsell product to a regular customer who called a toll-free number after seeing it on the site (hero)
Retarget on social media after a customer has touched at least 3 touchpoints (occasional )
Today, thanks to marketing automation, the customer journey is not something that is suffered, but that can be modeled in real time based on the actual interactions (or non-interactions) of our customer. It must undoubtedly be guided, together with the data, by strategic choices that aim to increase the value of the relationship with our consumer.
We can decide in advance what kind of experience we want each user to have depending on whether they are heroes or lost: this is the customer experience. Monitoring the customer journey helps us to know how people interact with the company, with the aim of continuously improving and learning which are the best journeys for each type of customer in order to design new and increasingly engaging experiences.