Building a Relationship Throughout the Customer Journey

Today’s Guest Post is by Sam Balter – Enjoy!

The customer journey is a simplified expression of the complex thought process of a customer looking to purchase something. A quick Google search for ‘customer journey’ brings up a myriad of complex diagrams full of hundreds of metrics. The truth is that every company has a unique customer journey; each marketing channel has a unique customer journey, and every product has a unique customer journey. All customers go through a different journey and engage with a brand in a unique way.

The customer journey model relies on seeing a buying decision as linear and a one-off interaction. Brands that will succeed in cross-channel marketing are building a relationship with their customer in every stage of the journey. When thinking about mobile, specifically mobile messaging, it’s all about creating a frictionless and compelling experience for the customer.

Let’s take the basic model of the customer journey: Awareness -> Consideration -> Purchase -> Retention -> Advocacy. The most successful businesses will foster a relationship each step of the customer journey, and along the way, delight their customer.

Awareness:
Using physical signage or online advertising is a great way to create awareness of your brand. Visual advertisements capture customers’ attention and use the present moment to start building a relationship via mobile. Here’s an example of a simple text Call-To-Action (CTA) on a billboard:

Get 20% off your next purchase
Text KRUSTY to 55155

Using a text call-to-action on outdoor signage helps get more from marketing dollars because the billboard creates an impression, and the mobile messaging gives you a way to speak directly to your customer. Mobile messaging adds a CRM component to an awareness campaign.

To take this a step further, a brand might want to ask their customer for their zip code so that location-specific offers can be delivered. If you want to see some great CTAs, check out our site where we’ve compiled examples of successful CTAs, Art of the CTA.

Consideration:
To optimize the efficacy of mobile as a channel, it’s imperative to send the right message at the right time. If Krusty Burger wants to increase lunch traffic, it makes no sense to send a message at 4:15pm. Instead, achieve optimal results by sending a message one to two hours before a customer is encouraged to take action. That way, when their stomach starts to growl, they know they’ve got a Krusty Burger coupon in their pocket.

To take it to another level, consider using a share-with-friend function that will allow more people to get in on the savings while capturing more phone numbers in the process.

Purchase:
This is an incredibly powerful step of the customer journey. I am very cheap, so sometimes purchasing things can make me feel a little guilty. It is important to offset these feelings of guilt with heart warming offers. For example, offer customers the ability to receive a receipt via Multimedia Message, thereby saving paper, or the chance to enter a sweepstakes, to win a prize. If you have connected unique coupon codes with your point of sale system, you can even deliver the customer a coupon just moments after their purchase.

Retention:
An excellent part of mobile messaging campaigns is that in the awareness stage, a customer can opt-in to a loyalty program, and from there, consistently receive coupons and deals. For mobile messaging loyalty programs, we suggest the offers vary; mix SMS and MMS, and collect different pieces of information every few messages. Ask questions like: What is your favorite meal? When is your birthday? What is your email address, etc.? Encourage customers to provide information with incentives, and only ask for information if you will use it to delight your customers.

Advocacy:
It seems like only a few years ago, the only way for people to advocate for a brand or product they believed in was through word of mouth. Now, every customer has access to a digital bullhorn. Capitalize on customers’ social media connects with mobile messaging by embedding ‘click to tweet or post’ within your message copy. At Waterfall, we are big fans of viral sharing campaigns. Dropbox built an enormous user base through a viral sharing campaign in which every referral you signed up added additional storage to your account. This is a great way to provide value to your most helpful customers by leveraging the power of social amplification.

Customer Loop – The future of the customer journey
The customer journey has long reigned as a keystone of modern marketing. As we move into a cross-channel world, where brands are advertising to, providing content for, and engaging in conversations with customers, the journey will be replaced by a loop in which each interaction strengthens the bond between brand and brand advocate.

If you liked this post, check out our Guide to Customer Relationship Management.

Sam Balter is a Marketing Manager at Waterfall, a mobile messaging and CRM provider that helps companies engage their customers on their phones. Sam writes about mobile strategy, industry trends, and how to create successful cross-channel marketing campaigns.