The Behavioral Economics in Marketing’s Podcast Customer Journeys, a Definition
Nov 11, 2021
A clear primer on what a customer’s full sequence of interactions looks like from both consumer and marketer perspectives. Short distinctions between customer journeys and single user experiences are highlighted. Key principles for mapping and measuring journeys are outlined. A practical Spotify case shows how mapping reveals friction and boosts sharing and conversions.
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Chapters
Transcript
Episode notes
Customer Journey Is The Whole Experience
- The customer journey is the complete sum of experiences and sequential steps a person has with a company, product, or service.
- Marketers must see journeys as holistic paths, not isolated touch points.
Journeys Guide Business Around Customer Goals
- For marketers, a journey is a tool to understand connected experiences, desires, and needs across the path from prospect to loyal advocate.
- Journey management aligns business actions around customer goals rather than single marketing targets.
Manage Journeys Around Customer Objectives
- Do measure, monitor, and orchestrate actions in the context of each customer's current objective instead of automating around marketing goals.
- Focus on customer objectives to drive relevant, personalized interactions that affect outcomes.