Mapping Customer Journeys
Posted: Mon Dec 23, 2024 5:11 am
Understanding the customer journey is key to effective targeting. All customers embark on a journey; tracking and analysing this journey can yield valuable insights into customer behaviour and shape future marketing strategies. Additionally, it is useful to know how long you have retained your best customers and to understand the characteristics of these long term customers compared to others. These analytical insights can help guide the marketer to deploy the most sensible marketing messages for customers at different stages of their journeys.
A customer journey is a very individual process. Many customers may share the same start and end points in their journeys but may have travelled to their destination by a very different cyprus mobile phone numbers route. Knowing the common segment journeys your customers take can be helpful in deciding what type of marketing messages are appropriate for each customer based on their current position and their journey so far. Furthermore, if we can identify a particular journey which indicates ‘lapsing customers’ then you can target those that appear to be following this path with timely messages to attempt to influence their behaviour. Repeating this exercise regularly will enable you to check whether you are having an impact in reinforcing positive customer journeys (upgrading) and reducing negative ones (lapsing).
The existing ‘Migration’ tool in the Segmentation tool supported looking at the segment movements between two points in time. For instance, in the above screenshot there are 622 people who started June 2015 in Segment 1 and were still in that segment a year later. Many of these customers may have spent the whole year in that segment. Many others may have downgraded and then subsequently returned to our highest value segment.
A customer journey is a very individual process. Many customers may share the same start and end points in their journeys but may have travelled to their destination by a very different cyprus mobile phone numbers route. Knowing the common segment journeys your customers take can be helpful in deciding what type of marketing messages are appropriate for each customer based on their current position and their journey so far. Furthermore, if we can identify a particular journey which indicates ‘lapsing customers’ then you can target those that appear to be following this path with timely messages to attempt to influence their behaviour. Repeating this exercise regularly will enable you to check whether you are having an impact in reinforcing positive customer journeys (upgrading) and reducing negative ones (lapsing).
The existing ‘Migration’ tool in the Segmentation tool supported looking at the segment movements between two points in time. For instance, in the above screenshot there are 622 people who started June 2015 in Segment 1 and were still in that segment a year later. Many of these customers may have spent the whole year in that segment. Many others may have downgraded and then subsequently returned to our highest value segment.