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Techniques for mapping your digital customer journeys across different touchpoints with the RACE Framework

Understanding your customer and how they interact with your business, directly and indirectly, is critical in driving improved value, repeat business, and longevity (and value) of your relationship. That's why you need a digital customer journey example. Digital customer journey mapping helps you create a communication strategy that builds a conversation with your customers. Following your digital customers' journies helps you visualize current and planned customer journeys and the key touchpoints across different marketing channels. So, where do you start when looking at your business and the journey a customer takes in the initial phases of a decision-making process and in follow-up phases as the relationship builds?

Using the RACE Framework to create digital customer journey examples

Our popular RACE Framework gives marketers a solid structure upon which to base their market research, customer experience (CX) analysis, customer journey mapping -…

Personas, Journey mapping, AB testing, VoC or NPS: Which Digital Marketing Optimization techniques do you use?

Our latest research on Digital Marketing Optimization demonstrates there is a major challenge for many marketers of creating integrated strategies and communications plans with less than a fifth of businesses using a structured, continuous approach. From a customer point-of-view there is also likely to be a poor experience if their customer journeys are unclear or restricted by the inability of brands to integrate their communications and experiences.

Customer Journey Optimization

Since improving your customer journey can be one of the most effective ways to boost online leads and sales, we asked respondents which analysis techniques their businesses were using to research and improve the effectiveness of their customer journey.

Digital Marketing Optimization - What's hot?

You can see that A/B testing, customer personas and customer journey mapping have become…

The latest user experience update for online chat increases engagement with your customers on their terms

Many marketers already use this free Facebook Chat Plugin for chatting to customers on their website. But with major updates to the Plugin this week (and increased convenience for customers) resulting in a 45% increase in enquiries, there are even more reasons to consider your chat interface.

What is the Facebook Chat Plugin?

The customer-facing Facebook Chat Plugin embeds Facebook’s Messenger app into the bottom right-hand corner of your website. Customers have the option to ‘chat’ to you just as they do with all their other Facebook connections. Until now though, logged-out customers were required to log-in before they can chat.

What does the Facebook plugin guest chat update mean?

With the option…

A single bad review can have a huge impact on your business, which is why customer service is key. A customer journey map can help improve conversion

Are you facing issues while trying to provide a stellar customer experience? The onus is on the businesses to rectify this situation quickly because customer experience has been a cornerstone of business since the very beginning. However, today, the business landscape is growing increasingly competitive. Businesses are doing more than ever to get customers' attention than ever before. [si_guide_block id="86160" title="Download our Free Resource – 10 common website customer experience mistakes" description="This guide reveals examples of poor website design from different sectors which are commonly seen, but best avoided."/] Not so long ago, the need or want for a product meant we were supposed to drive miles to get to a brick and mortar store to spend hours looking for the desired product. From test driving…

Five steps that you can take to gain insight from your customer feedback and prepare for your recovery

Just as no one could have predicted this year’s events, no one knows exactly what a post-Covid world is going to look like. One thing we can be sure of, however, is that some change is on the cards. The longer this situation plays out, the more we’re all seeing shifts in consumer behaviour, product demand, customer relationships, and priorities – even the term ‘essential’ has taken on a different meaning for many of us over the past few months. Changes in your business are happening right now. It’s time to react to your consumer’s behaviour, gather all of data that will help you take the steps to recovery, and make sure your customer experience (CX) is ready and suited to this new post-Covid customer base.

1.     Evolve with your customers – find out what’s…

Chart of the Week: 87% of marketing, CX and analytics professionals say good CX is important but only 24% are performing highly at delivering it

Offering a good customer experience (CX) can increase conversion, create return customers and turn consumers into brand advocates, all of which benefit your brand. It’s no surprise then that 87% of CX, marketing and analytics professionals say that customer experience is very or extremely important to their organization. According to Pointillist’s new research, only 2% of respondents said that it is not important (with 11% saying it is somewhat important), highlighting the need to make CX a focus of your business and marketing plans over the next 12 months. [si_guide_block id="86160" title="Read our Free Resource – 10 common website customer experience mistakes" description="This guide reveals examples of poor website design from different…

Depending on what business you’re in, typically anywhere from 2%-15% of your online visitors convert into customers. That means 85%-98% don’t. So, wouldn’t you like to know why?

You can, by gathering some critical customer feedback with some very affordable methods and tools. Best of all, all of these analyses can be done for less than $1000 (USD).

I call this ‘taking the pulse’ of your prospects and customers — from two angles, and using multiple methods. By two angles I mean doing both quantitative and qualitative analysis. And the methods include:

Reviewing your analytics data Reviewing your visitor clickstream data Gathering ‘voice of customer’ data Running an eye-tracking study Launching a one-question poll Getting expert conversion review [si_monthly_campaign_blog_cta_banner id="150538"]

Why so many methods? Well, your medical doctor doesn’t just check your blood pressure, then say, ‘OK, we’re done,’ and send you on your…

In order to fix your brand’s customer experience (CX) issues, you first need to find the problematic experiences

In life as in business, having a clear vision and tactical execution maps are essential for success. Otherwise, as Lewis Carroll cleverly put it in Alice In Wonderland: ‘If you don’t know where you’re going, any road will get you there.’ When it comes to the customer experience your brand delivers, a journey map — and the data behind it — help your team discover the issues preventing your customers from having a five-star experience. Only after discovering these issues can you fix them, then watch your customer loyalty and profits grow. [si_blog_banner_cta]

What’s a customer journey map?

According to the Harvard Business Review, a customer journey map is a visualization of all of the stages a customer goes through during their experience with your brand. It starts when they initially become aware of…

Modern e-commerce platforms offer a smoother user experience and cover the entire customer journey.

Enterprise e-commerce software has remained synonymous with age-old, unwieldy applications. It is easy to consider them a hindrance to both creativity and productivity. Thankfully, because of innovation in this space (especially headless commerce), things are changing for the better. Enterprise e-commerce platforms have been moving in the right direction since 2018. While there are exceptions, modern e-commerce enterprise platforms are a lot more user-friendly and take care of all the essential features an e-commerce site should have. The truth is, enterprises now realize and apply basic best e-commerce practices. They are now relatively intuitive and offer a smoother customer experience after testing their platform and analyzing user feedback.

The turning point for enterprise e-commerce platforms

Earlier, large organizations would focus on adding relevant information into the platform and getting it up and running.…

Heed this advice to avoid typical pitfalls

I think Danish physicist Niels Bohr said it best: “An expert is a person who has made all the mistakes that can be made in a very narrow field.” Having planned, analyzed and reported on over 700 user test sessions, and made lots of mistakes in the process, I certainly meet this definition. But, by reading and heeding my advice here, you won’t have to repeat the same mistakes I made - and you’ll hop a few steps up the user test (UT) learning curve.

1. Write a rock-solid test script

Ever watched a movie that had lots of great actors in but turned out to be terrible? (I certainly have!) Then you know the importance of a well-written and edited script. That’s especially true for user tests and doubly true for unmoderated user tests, which comprise…