Where to Position Assets: Customer Journey Mapping


Summer is the time for road trips. You open up your map and route your course. But, as exciting as the destination may be, it’s the stops and experiences, both planned and unexpected, that create the most lasting value and memories.

The Customer Journey

Running a successful business requires you to similarly find ways to reach your customers, so it is no surprise that mapping the customer journey is an ideal way to begin your marketing efforts.

Your audience is a moving, changing target, which interacts with your brand, company, personnel and products at various points along this journey. This type of reach involves understanding their interests and behavior above all. Your success in connecting with them is determined by positioning assets strategically to make sure you catch their eyes at precisely the right moments. But recognize and accept that a customer journey may not be linear and plan your marketing accordingly. In fact, taking the opportunity to know your customer in order to create value at each touchpoint along the customer journey map is the essence of maximizing value overall.

Customer Cartography

To do this well, you must be sure that you know these three factors:

  • The customer mapping process: Identify the possible paths to connect your brand to your customers, and vice versa.
  • Your customer: Learn about your customers’ interests, intent and behavior. Do they like videos? Do they use social media?
  • Your brand: Are you a B2B or B2C company? What is your competitive advantage? What steps can you take to build a reputation based upon it?

For example, both infographics and videos are excellent ways to visually reach customers, but remember to evaluate which is likely to be more successful based on these considerations. Depending on how your customer may interact with each, be sure to introduce these at the most meaningful and valuable points along the customer journey map.

Applying What You Know

Pay close attention to how the customer both experiences, and reflects upon, this journey; excellent customer service is important to them. In fact, a recent study found that 82% of consumers say the number one factor that leads to a great customer service experience is having their issues resolved quickly. And it is precisely this reputation that speaks to the important ongoing impression of your brand. Invest in keeping your reputation accurate and positive since it takes 12 positive customer experiences to make up for one negative experience.

All in all, those side trips off the beaten path of a summer road trip may leave you with remarkable photographs and memories, but don’t stray too far from the route you mapped out. Invest time in the customer journey mapping process, because it allows you to best understand and maximize your customers’ touchpoints along the way. Signet is here to help if you have any questions about any step — or every step — of the customer journey.

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