Want a step by step version of this post? Download the new premium webinar, 2016 Marketing Planning Framework!

The concept of the customer journey is simple: our customers may not follow a linear path to conversion, but they do have a logical flow. If we can understand the customer journey, we can improve it and increase conversion.

What the Customer Journey Isn’t

As marketers, we talk about the customer journey as though it were a generic process that everyone follows; I’ve seen many slides at conferences recently which explain the B2B customer journey or the B2C customer journey.

In reality, most people talking about the customer journey have simply taken their marketing funnel, filed off the word funnel, and replaced it with customer journey. We don’t change our marketing operations at all or make the journey any better by calling it a journey instead of a funnel.

Equally true, your customers’ journey to conversion is a unique, distinct series of processes which are hard-coded to your business, your marketing tools, and your methods. What I’ve said about benchmarks also applies to customer journeys: they are not generic. They are not categorizable by industry. The customer journeys for Smallville Community Bank and Golden Slacks MegaFund are radically different, even though they’re both financial services.

The irony is, customer journeys are easier than ever to understand, analyze, and improve. Tools like Google’s Customer Journey modeler are useful places to start, but they’re by no means the only way to understand your customers.

The_Customer_Journey_to_Online_Purchase_–_Think_with_Google.png

In this multi-part series, we’re going to examine:

– What the customer journey isn’t (this post)
– How to analyze your customer journey
– How to improve your customer journey

Stay tuned!


You might also enjoy:


Want to read more like this from ? Get updates here:

subscribe to my newsletter here


AI for Marketers Book
Get your copy of AI For Marketers (2019 Edition)

Analytics for Marketers Discussion Group
Join my Analytics for Marketers Slack Group!


Subscribe To MyNewsletter

Subscribe To MyNewsletter

Enjoyed the content here? Make sure you never miss anything important. Subscribe to my free weekly newsletter, Almost Timely!

You have Successfully Subscribed!

Pin It on Pinterest

Shares
Share This