My brother-in-law used to work as a meteorologist for a television station in Reno, Nevada. Whenever the editors of the newscast were organizing the stories to be broadcast that day, they would always ask, “What would she find important?” She was the station’s average viewer, as their audience skewed slightly female. The management had averaged all the other demographic traits from age to socioeconomic status, and hence they wanted to know what was attractive to that average viewer. But this misses the mark because that average viewer doesn’t exist, at least not in any powerful block of viewers. The average viewer is a mathematical construct. The station editors were successful at getting their reporters to focus on the customer experience. The truth of their viewership is far more complex, and business needs to compel, not the average, but the whole diversity of its customer base. Understanding the customer experience and journey for each segment of the lifecycle is a powerful tool for improving business performance.
Understanding your customers
Funnels are a useful diagram to understand how your customers are progressing towards a conversion, but—as with the average customer construction—nuance and detail is being abstracted away for quick insights and simplicity. This is sufficient when you want a quick health check on how your product’s interest is turning into leads, into sales. Yet a deep view can be equally as powerful and potentially more accurate. We all know that the sales journey is not linear. There are starts and fits, interactions across different channels, and shifting desires and intents. A customer journey analysis identifies how your customers interact with your company and suggests experiments to optimize the performance of those journeys. The analysis unbinds the crisscrossing customer journey into actionable insights.
Customer journey mapping
The analysis starts with a look into the full set of expected customers’ journeys and mapping those journeys to specific customer intents. Next, we identify the list of metrics to use to judge the success of those journeys, at both an intermediate and final stage. We calibrate those metrics using personas that profile different types of customers e.g. loyal, transient, competitive. Put together we see how customer journeys are functioning, and where we find friction, a set of experiment ideas are developed to grease and reformulate the customer experience.
This analysis results in expanding your knowledge of your customer from average to complete. By utilizing data on an individual level, we can begin to understand how both individuals and customer segments interact across various channel over time. Check out our Customer Journey Performance Optimization service here.