PHOTO:
Jelleke Vanooteghem
Want to deliver a better omnichannel experience for your customers? Then change the way you create and deliver content.
Content plays a primary role in omnichannel strategy: Your customers expect clear, contextual information at every step of their digital journey, available on all their preferred channels. You probably already knew that.
But many content strategists and marketers donât yet realize how technology innovations like headless content management systems (CMS) have put us at the threshold of an omnichannel revolution â creating a far more efficient way to deliver consistent content across channels and devices. To take advantage, however, you must adopt a new approach.
PHOTO:
Jazmine
Customer journey analysis and optimization is among the top investment priorities for customer experience practitioners, according to the CMSWire State of Digital Customer Experience 2021 report. It trailed the top area: analytics, insights and dashboarding.
Customer journey mapping combines a lot of those two investment areas. It is a discipline that involves interdepartmental collaboration, research, technology and customer data management. The goal? Determine how customers interact with brands from marketing to acquisition to onboarding to loyalty programs and lifetime customer value efforts and improve customer experience along those journeys. Ultimately, create the ideal customer journey map.
Organizations approach customer journey mapping in many ways. Here, weâll explore some of the foundational elements, the initial steps in crafting a customer journey mapping program.
Think back to the last time you responded to an unsolicited brand promotion you received via email.
Yeah, I m drawing a blank too.
So riddle me this: why are brands still using a channel-based, department specific, campaign-minded approach to interacting with their customers? Why do we still receive irrelevant messages over email channels that go straight to spam versus more relevant messages via our preferred channel, say an in-app notification?
What Does the Future of the Marketing Campaign Look Like?
Forrester analysts Rusty Warner and Joe Stanhope noted in their recent report, The Future of Enterprise Marketing Technology (paywall): âregimented campaign strategies lack long-term effectiveness because they are slow, inflexible, and channel-focused.â