Getting to know your customer journey through customer journey mapping and data analytics programs can benefit SMEs.
Here’s what you need to know about your customer journeys, data analytics and, most importantly, how used together they can help you find sales.
What is a customer journey?
At a glance, a customer journey might seem simple. But as you look in more detail, the journey a customer takes to get from point A to point B is increasingly complex.
In essence, a customer journey is twofold. It outlines the channels that a customer engages with as they become aware of your business through to their decision to purchase and beyond.
Why is a customer journey important for your business?
Understanding the customer journey is important for your business as it provides insight into how different channels perform. Consequently, it can greatly impact marketing, sales, customer service and the customer experience.
By defining your customer journey, you can be more strategic in your sales approach and efforts to meet customer expectations.
How to build an accurate roadmap of your customers journey
To create an accurate customer journey roadmap, you need data. Having relevant data helps you distinguish your customers actual purchasing journey. This may be different from the ideal one you’ve developed based on your own beliefs.
The roadblocks to determining data-driven customer journeys for SMEs
If you’re running a small team, generating data-driven customer journeys can be a time consuming and costly exercise. Today, customer journeys comprise of a complex mix of digital and real-world channels.
While these channels offer immense data sets, the disparate systems behind each channel can make correlating the data between each a complicated and drawn-out process – especially for those lacking the resources or know-how to do so efficiently.
How sales and marketing data analytics can help your business better understand its customers
Data analytics programs are changing how businesses utilise their sales and marketing analytics and map out their customer journeys. In addition, they bridge the gap between disparate systems and offer detailed insights that businesses can use to make strategic actions.
By using a data analytics program in your business you will have more quantitative data for making key business decisions. As a result, you will have more key data to use to engage your customers throughout their key touchpoints in their journey. Read more on what to do in order to gain value from your company’s sales data in this article: Finding sales through data analytics
Join the Smetric movement
Most businesses today are struggling to make customer data available to their employees. As a result employees may make key customer decisions based off guesses.
Smetric can help your business make decisions quickly, using reliable data sourced from all marketing, sales and customer service channels. With Smetric behind your business’s decision-making process, you can optimise channel management. In addition, you can better spend your valuable budget where it counts.