Building your first customer journey can seem like a daunting task — but don’t fret. Here are five steps to make your first one successful and engaging for customers.
1. Set a goal and start simple
The first step is to set a goal for your journey.
Start with a simple journey that your customers can easily and quickly benefit from. For example: “I want to increase the share of my customers who make a purchase within one month of subscribing.” This could be a welcome journey, a birthday offer, or a reminder to check out your cool new on-demand help center.
While it may be tempting to map out every possible journey for your customer, avoid getting caught up in that. It can become overwhelming and may even prevent you from getting anything off the ground. You can always build off your first journey once it is up and running.
2. Define your audience
Next, it’s time to figure out exactly who you need to talk to. Answering a few key questions can help refine your audience:
- Is my journey intended for a specific demographic of my audience?
- Is it most relevant to customers in a certain geographical region?
- Is it targeted to an audience that shares a specific area of interest?
Be as specific as possible when defining your audience. This will help you build a journey that’s best suited for them and figure out what data to identify and collect in Step 3.
3. Identify and collect data
Once you’ve defined an audience, identify what data you need and what you have readily available
For your first journey, start with the data you already have access to. Then think about what additional data you’ll need to identify the audience you defined in Step 2. Next, think about what behavioral data to collect and use at key decision points throughout your journey.
When you set up form fields to collect customer data, keep in mind the types of journeys and personalization you want to create. Over time, this will help you obtain the data needed to build increasingly personalized customer experiences.
The type of customer data you have available will dictate the specific channels you’ll be able to use. For example, if you want to include SMS text messages in the journey, you’ll need phone numbers for your target audience.
- Identify what data you need now — and in the future. What data will you need to reach your target audience for this first journey? What data will you need for future journeys?
- Plan form fields accordingly. Use progressive form fields to capture the customer data you need to deliver personalized experiences.
4. Craft content and design the journey
Here’s where the real fun starts. Now that you’ve set a goal, defined your audience, and identified the data you’ll be using for the journey, it’s time to tap into that creative energy.
First, decide on the channels you’ll use for your journey and begin crafting content, establishing layouts, and choosing imagery for each. As you do this, consider each channel from your customers’ perspectives. How should your messaging and design vary for email as opposed to SMS, push notifications, or in-app messages?