In our last newsletter we discussed The Moving COGS of the Customer Journey;
the strategic, moving parts put together to create a dynamic process where value is
created and exchanged between you and your customer.
A seamless customer journey connects the disciplines of (1) marketing automation, (2)
customer service, (3) sales, (4) product development and (5) digital communication to
create amazing customer experiences.
Let’s take a broader look at these five disciplines of the Customer Journey:
1) Marketing Automation can involve a combination of software and sales processes
designed to discover, capture and manage potential customers at different phases of the
customer journey. Lead Generation, Lead Nurturing and Sales Conversion, Campaign
Management, Customer Relationship Management, Monitoring and Optimisation are all
commonplace in marketing automation.
2) Customer Service will look different depending on what you’re selling and who you’re
selling to. Pre-sale, sale and post sales service and procedures should all be considered
when developing your customer service process. A positive customer service experience
can be achieved through “the right” information offered on your website or better suited to
a professionally presented and well informed sales team in a showroom or ofﬁce.
Customer Service ensures the delivery of your brand promise from start to ﬁnish and
should ﬁlter through your operations, products and people.
3) Sales looks at your transaction process. How easy is it for your customer to complete
the transaction at each point of the customer journey? What can be done to increase the
likelihood of purchase earlier in the customer journey? Are your sales processes
customised for both new and existing customers?
Sales includes the effectiveness of your sales process – the back-end and daily ins and out
of your business. Automated ordering processes, billing and invoicing, packaging and
delivery – what is the most effective, efﬁcient process for delivering your product or
4) Product Development. Are you listening to your customer’s needs and using this
information to adapt and grow? Are research and innovation embedded in your business?
How are you staying relevant to your customers, your business and your industry?
5) Digital Communication: Targeted campaigns, SEO, online customer support,
information sharing, social media, marketing automation, mobile sites with impact, app
development, workﬂow management – digital communication possibilities are endless, but
not all are suited to your business or your customer. Know your customer, know where and
how they ﬁnd their information, how and who they interact with – and meet them there.
The dynamic and strategic combination of these disciplines will (and must) differ according
to the needs of your customer, product, business and industry. Regardless, the customer
journey should be designed and implemented for the sake of both your customers and
Do you have all 5 disciplines working together to create an amazing customer experience?
Do you need to review your Customer Journey?
Talk to us. We’d love to help you grow.