When considering the digital strategy for your business, do you still consider the marketing funnel as your go to digital channel guide? 

The problem with this approach is that it forces organisations to focus the majority of their efforts on the 10% of their customers that are in-market today. But what about the 90% of your customers not in-market today or in other words – tomorrow’s customer.

Businesses need a new growth model. One that is grounded in meeting the needs of every customer at every stage of their customer journey. In order to achieve this, it is imperative that organisations have a relentless focus on the end-end customer journey which is no longer a linear funnel.

Below are the key ingredients to building an effective customer journey model.
 

Audience – what personas are you targeting and what does the profile of your best customer look like?

Customer journey stages – think of this as a non-linear path to purchase

Triggers – what causes your audience to have a need?

Tasks – what is the customer trying to achieve at each stage of their journey?

Questions – what does the customer want to know?

Touch points – how does the customer interact with you?

Mindset – what are they thinking, feeling, doing?

Gap analysis – what are you missing / not doing well?

Activation – where should you invest and why?

Are you leveraging a customer journey driven approach yet?