Share on facebook
Share on linkedin
Share on twitter
Share on facebook
Share on linkedin
Share on twitter

Transform Online Experience With AI-Powered Customer Journey Mapping

Customer journey mapping is increasingly considered an effective way to improve the customer experience. By leveraging data and artificial intelligence (AI), you are able to develop a more accurate view on your customers’ journey, and transform their online experience at every touchpoint along the way. 

Creating a customer journey map is essential to understanding how your customers interact with your business. A customer journey map is a diagram that illustrates the steps your customers go through in engaging with your company. That does not necessarily mean just purchases, it can mean searching on a website, reading reviews on social media channels, interactions with sales teams, or a combination of these.

They are especially useful in the digital space. By mapping their journeys, you can discover customers’ touchpoints and identify any barriers to conversion – maybe they put items in their online shopping basket but struggle to complete the checkout process, for example. In which case, you should look at streamlining checkout.

It also allows you to fully automate your marketing campaigns. By setting triggers during a user journey, you can know how customers are likely to act on every step of the way – from onboarding to adoption, renewal to escalation and conversion – and serve them at every juncture through multiple connected channels.

This has tangible benefits for companies. Those that create and use customer journey maps are twice as likely to outperform their competitors who do not, according to Gartner.

 

What Are the Benefits of Customer Journey Mapping?

Even if you think your business meets all your customers’ needs, you can always do more. Customer journey mapping will allow you to:

Shift your focus to inbound

Inbound marketing involves creating content that is useful to your customers – it covers topics that they are interested in and already searching for. By capturing their attention first and foremost, it will keep them coming back to your website for more of the same, making them more likely to convert. It is much more effective than outbound marketing, which involves sending out more traditional marketing materials to try and lure in customers.

Mapping your customer journey will help you understand what you can offer your customers that they find interesting and helpful, and what to avoid. That way, you can create more of the former, and none of the latter.

Target your audience more accurately

More thorough customer research combined with a clearer vision of the customer journey will give you a deeper understanding of your customers’ needs and pain points. By knowing precisely who your customers are and what they are looking for, you can target them with a higher degree of precision, instead of a costly and wasteful ‘broad brush’ approach aimed at general consumers.

Get proactive about customer service

Seeing at which stages your customers experience difficulty will help you step in and solve the problem even before they encounter it.

Improve your customer retention rate

This all contributes to a better customer experience, with fewer customers leaving in favor of your competitors. Mapping the customer journey will also let you identify the common factors contributing to customer churn early on, and so you can re-engage with those customers before they leave, and make them less likely to abandon your business.

 

Optimize Your Customer Journey Mapping With AI

To ensure you can deliver exceptional customer experience, you can leverage marketing automation powered by artificial intelligence to supercharge your customer journey mapping, making it quicker, simpler, and more reliable. Here is how.

1. Make data-driven decisions 

A traditional marketing approach requires a certain amount of guesswork: you are relying on humans to decide when to send out the campaign, what conditions to set, how much time to wait for the conditions, and so on. A data-driven approach takes the guesswork out of the equation. AI is able to suggest the optimum customer journey settings with decisions based on hard data, rather than intuition.

Think about when you spend your own money. You do research, read reviews by both experts and other users, consult friends and family and so on before making a purchase. You do not just take a guess on whether a product is worth buying. So why rely on guesswork when spending your company’s marketing budget?

2. Understand customer intent and pain points

Leveraging deep learning can help you analyze customer behavior at every step of the customer journey, giving you a better understanding of customers’ intents and pain points. And you can do this in real time, analyzing billions of customer data points across multiple owned and third-party channels. This data will help you identify patterns signifying preferences and the likelihood of conversion, by evaluating the recency and frequency of certain online customer activities. It will give you a true understanding of your customers’ habits, leaving you better positioned to address their needs and solve their pain points at every step of their journey.

3. Create a seamless customer experience 

To create a seamless omnichannel experience, you need to know a customer’s preferred channels for different actions, such as using a tablet for searching and a mobile phone for purchasing, in order to best serve them at that particular stage. With all channels working together fluidly as part of a customer-centric approach, you will be able to deliver personalized content or service exactly where they are and where they need, whether they are converting, onboarding, renewing, or at another stage.

4. Personalize your marketing and product recommendations

By leveraging first- and third-party data, AI can help you better understand customer behavior and interests during the customer journey, and tailor your marketing messages or product recommendations to create bespoke content on an individual level, hence more likely to result in a higher level of engagement.

5. Optimize the best timings for engagement

If a customer places an item in their online shopping cart but does not complete checkout, it is common practice to send them a friendly reminder. The question is, how long do you wait before sending it? Too short will turn off the customer, but too long will be a wasted opportunity. Instead of a human guessing how long to allow, AI can predict the optimum time by analyzing historical behavioral data.

Engaging with your customers in real time like this will increase the effectiveness of your promotions and boost conversions by only targeting those customers most likely to convert.

6. Test and improve

Today’s customer behavior is constantly evolving. You need to continually test and improve your journey mapping in order to adapt to those shifts promptly. The beauty of AI models is that they are constantly learning and refining to become more accurate as you feed them more data. It means your customer journey mapping will become an ever more reliable resource for improving the customer experience.

Every business should aim to create great customer experiences. It is only by gaining a deep understanding of who your customers are and what they want, as well as how they currently engage with your company and how that process can be improved, that you can hope to transform their online experience for the better.

 

* Want to learn more about how to use AI-powered marketing automation to optimize your customer journey mapping, and create personalized customer experiences? We’re here to help! Get in touch with our team today to schedule an exclusive consultation.

WE ARE HERE TO HELP

Let us know the marketing challenges that you’re facing, and how you want to improve your marketing strategy.

YOU MIGHT ALSO LIKE

Ask the Experts: Unilever’s Barbara Guerpillon on Corporate Innovation and Transformation

Barbara Guerpillon, Head of Unilever Foundry, recently shared her view with us on corporate innovation and the role of AI in marketing.   Tell us a bit about your role at Unilever Foundry and how you help drive digital transformation and innovation in big corporations such as Unilever. The role of Unilever Foundry is to connect Unilever with the outside world of startups, and to connect startups with Unilever. We are a two-way bridge helping both Unilever and startups to communicate and work effectively together. Our role is to understand Unilever’s business goals and strategy in the short, medium and long term, and identify areas where technology can fill the gaps without re-inventing the wheel.   Innovating as a large corporation remains a big problem. What do you think the biggest hurdles are? It’s certainly a challenge and absolutely a necessity for large organizations, and it’s not easy. However, I strongly believe that if done well both the corporates and the startups can benefit from working together. Engaging with entrepreneurs to address clear problem statements, current or future, has helped us drive a culture of experimentation, adapting ways of working that accelerate the implementation of new technologies. Unilever Foundry represents one

6 Ways to Up Your App Commerce Game Now

Today’s world is truly going mobile-first, with more than half of all web traffic (50.81 percent) now coming from mobile devices. And when it comes to activities we like to do on our devices, shopping is making its way up the list.   Typically, mobile devices, such as smartphones, have been used for research rather than purchase. However, now more than half of all internet users buy products on their mobile phones, with two-thirds doing so through shopping apps – a trend that continues to grow.  According to recent figures, global mobile commerce app revenue is set to reach US$3.56 billion by 2021. COVID-19, which caused the shutdown of physical stores, has played a big role in the acceleration of online shopping, but other longer-standing factors have also contributed. Largely, it is connected to how people are using the internet – they are increasingly turning to smartphones for convenience. Consumers, in particular millennials, are becoming more comfortable using mobile devices and apps to complete transactions.   Why Consumers Love Shopping Apps Shopping apps offer multiple benefits for consumers. The biggest is that they are faster and easier to navigate than websites. In fact, research has suggested that people view 4.2 times

Implications of 3 Digital Consumer Trends That Financial Marketers Can’t Afford to Ignore

In today’s technology-driven financial marketplace, digital-first consumers can apply for loans on a smartphone and invest in emerging markets with a simple swipe. For financial businesses in Asia Pacific, keeping pace with these fast-growing consumer expectations can be a challenge. In this blog, we will look at the real-world implications of three key consumer trends – and how financial institutions can leverage the power of artificial intelligence (AI) to exceed expectations, drive loyalty, and boost conversions.   1. Demanding for Real-Time Engagement Consumers in Asia Pacific live in a fast-paced digital world, and they have an insatiable need for speedy services and real-time engagement. More than 80 percent of consumers expect brands to respond to their queries within 24 hours, while 56 percent expect that within three hours. Keeping up can be a tall order, and call centers often struggle with the volume of incoming messages. Furthermore, lack of contextual information often prevents businesses delivering the personalized advice that today’s tech-savvy consumers expect. To meet the needs of always-connected customers, marketers are turning to AI tools, which leverage real-time data and predictive analytics to target customers with proactive recommendations and personalized services at every stage of their consumer journey. In