The Customer Insights Map offers a visual representation of how a customer progresses through their journey with an organization. This data-centric map offers a deeper understanding of what’s happening at every stage, giving a more in-depth view of where opportunities exist and where critical matters must be addressed.
The modern customer’s journey is hard to analyze in a way that empowers organizations to make informed decisions. To try and capture and predict what a buyer needs as they seek to solve a specific problem, companies deploy sophisticated technologies, deep learning algorithms or artificial intelligence. While those technologies are valuable, they still fail to capture the human element behind modern consumer behaviors, which lacks depth and a critical missing piece of the puzzle.
The Customer Insights Map allows organizations to take both those sophisticated technologies and human intellect, and put them into an easy-to-consume, detailed map that outlines exactly what’s happening across every touchpoint in the buyer’s journey. This map includes:
As you look at the Customer Insights Map, parts of it may feel familiar. While there are similarities between this Customer Insights Map and a traditional customer journey map, there are distinct nuances and differences that deepen team’s understandings and usage of this organizational growth tool.
The Customer Insights Map holds tremendous depth that’s open to interpretation in two core ways.
Left-to-Right Like a Story
The most natural way for us to read is left to right, like we do on the pages of a book. The same holds true for a map like this. We can move from left-to-right following the customer’s progression through the modern marketing funnel towards purchase and beyond.
Top-to-Bottom Drill Downs
In addition to understanding the customer’s progression, we can also shift our perspective and look top-to-bottom to drill down into what’s happening at every stage. In looking vertically at each touchpoint, we can quickly identify where things are doing well and where things could be causing conversion rates to suffer.
The path-to-loyalty is just as important for organizational growth as the path-to-purchase. That’s why, the Customer Insights Map extends beyond the top of the funnel to include the customer’s journey and post-purchase behavior beyond purchase too. In doing so, your team will be equipped to slow attrition and build deeper relationships with your buyers.
FUEL DIGITAL TRANSFORMATION
The digital age has afforded organizations the ability to gather enormous amounts of data, but how those companies handle the insights baked into those data points is what will cause them to surge ahead. The Customer Insights Map shines a light on both the human and analytical side of those interactions.
BUILD EXCEPTIONAL EXPERIENCES
Exceptional experiences start with exceptional teams. The Customer Insights Map allows you to gather the insights needed to align your people, platforms and processes with every stage of the buyer’s journey, so that you can cultivate a more sublime experience and maximize profitability.
INCREASE LIFETIME VALUE (LTV)
Google Analytics aren’t telling you a deep enough story about the emotional and logical elements of a buyer’s brand loyalty. The Customer Insights Map expands on what you can see behaviorally online and applies metrics that will help you build lasting relationships and increase LTV.