The Customer Journey Remix: Rethinking Engagement in a Multi-Channel World

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Did you know that companies can retain almost 90% of their customers if they use a multi-channel marketing strategy?

A company that implements an omnichannel approach can experience a 23x increase in customer satisfaction.

I don’t know about you, but I find those to be some pretty impressive numbers. They highlight how important it is to create a seamless customer journey that keeps customers engaged across all touchpoints. 

Let’s talk about how you can achieve this.

The Multi-Channel Customer Journey

When thinking about the customer journey, it’s very important to acknowledge that it’s not always a linear process.

In most cases, a customer who isn’t familiar with your brand isn’t just going to find your web site or walk into your brick-and-mortar store and make a purchase.

A lot of times, they’ll discover your company through an online pay-per-click (PPC) ad, social media post, influencer recommendation, email, TV commercial, radio spot, flyer, brochure, or other marketing channel.

And when they do, they’re not immediately ready to buy. If they’re interested in your product or service, it might take some time before they’re ready to make a purchase decision.

When they are, they’ll often go on your web site. Or, they might come across your brand again after browsing on social media. Or, they might receive a welcome email after they subscribed to your newsletter days ago.

Are the different wheels turning in your head as you think about the different ways a customer can interact with your brand?

That’s the beauty of a multi-channel customer experience (CX).

Any business can have multiple channels where they communicate and interact with different customer personas. But can all of them say that these channels connect seamlessly and deliver a frictionless CX?

How to Unlock a Seamless Multi-Channel Customer Experience

Here’s what makes up a consistent CX across multiple channels:

  • Cross-channel marketing
  • Omnichannel integration
  • Unified customer data
  • Consistent branding

Understand the Main Phases of the Customer Journey

Your customers may interact with your business multiple times using different channels. These are what we call “customer touchpoints.”

It has the following components:

  • The task the customer completes during the interaction
  • The channel a customer uses for the interaction
  • The device a customer uses for the interaction

So, the customer journey consists of a series of customer touchpoints.

It could look like this.

customer journey consists of a series of customer touchpoints

(Image Source)

Or, it could look like this.

depends on the customer

(Image Source)

It just depends on the customer (and the industry). So, it can be difficult to map a multi-channel customer journey.

Take, for instance, this divorce mediation firm, which prioritizes personalized interactions and accessibility throughout the process. 

An integral step in their customer journey remix is the inclusion of a free consultation, strategically positioned as one of the initial touchpoints for prospective clients. 

integral step in their customer journey remix

(Image Source)

By offering this complimentary session, they not only demonstrate their commitment to understanding each client’s unique needs and circumstances but also provide an opportunity to establish rapport and trust from the outset. 

So, as long as you understand the basic stages, from awareness to purchase, then you’re already on the right track.

Here’s what that looks like (the somewhat condensed version, anyway):

  • Pre-purchase awareness phase: The customer recognizes that they have a problem. At this stage, they’re gathering information. Maybe their car is dirty, and they need to find the nearest car washing service. Or, maybe they want to buy a new speaker for their home theater 
  • Decision, consideration, and purchase phase: The customer starts researching different companies that offer what they’re looking for. They might compare costs, reviews, features, special offers, free trials (if applicable), or other factors. They might consult with a salesperson or chatbot to answer some of their questions. After consideration, they make a decision.
  • Post-purchase phase: The customer has made a purchase. It’s at this point where the company should reach out to them with a thanks or a special offer to encourage repeat purchases. Or, the company could set up re-targeting ads to serve ads to customers who haven’t engaged with or purchased from the brand for a while. 

Build a Multi-Channel Customer Journey Map

To get more granular, you can map out the customer journey for your unique business. After all, every business is different.

The first thing you’ll want to do is identify key customer touchpoints, such as:

  • Clicks from emails
  • Clicks from ads
  • Web site visits
  • Email opens
  • Cart activity
  • Purchases

Other touchpoints you want to pay attention to are phone support, mobile app use, chat or messaging, and social media.

Notice how some of these are offline. How can you integrate them? How can you unify all this data?

Use customer relationship management (CRM) software. Through a CRM, you can see all your customer data in one place. These platforms integrate with a wide range of applications, including: 

HubSpot is a popular choice, but there are dozens of CRMs to choose from.

You’ll be able to collect data such as:

  1. Contact information
  2. Demographic information
  3. Company information (for B2B)
  4. Purchase history
  5. Customer interactions and activities (i.e., phone calls, emails, meetings, support tickets, web site visits)

Of course, certain offline interactions and activities may be more difficult to map. This might include print materials, referrals, in-store visits, events, etc.

Many CRM systems log phone calls, record in-store visits, or track event attendance. You can use direct mail tracking tools like QR codes or special tracking links to monitor web site visitors who come in contact with your offline marketing materials.

You could also create a sign-up form to learn how potential customers discover your brand, whether that’s through a Google search or referral. A quiz sign-up form can collect even more zero party data so you can send targeted emails to your new subscribers based on their readiness to purchase. 

send targeted emails

(Image Source)

Identify Points of Friction

As you keep track of customers as they move through the sales journey, look for any areas that may hinder or slow them down from converting or making a purchase.

Then, address those problems to create a smoother experience

For example, where do you notice customers dropping off? If you see that there are a lot of customers abandoning their carts, then it might be time to reassess your checkout process. You might help customers improve their checkout experience by allowing features like quick login. 

Or, if they’re concerned about sharing their credit card information, you can reassure them with a trust badge or show that you use AWS backups.

Why? AWS backups ensure that all customer interactions, whether on social media, mobile apps, or web platforms, are securely backed up. This protects against data loss in case of a system failure or cyberattack and reinforces customer trust by upholding data integrity and availability. 

Regular backups with AWS, especially using S3 for storage, can be scheduled to minimize downtime and ensure that customer data is retrievable in its most recent state.

Or, maybe your web site has a high bounce rate and low time on page, which means customers are quickly leaving your web site. It could be an issue with navigation, or there may not be a clear call-to-action (CTA) that tells them what they should do next.

You might see that customers are submitting a lot of support tickets for issues with the onboarding experience. Or, you may get tons of inquiries about product features or usability.

Other points of friction might include:

  • Poor hand-offs between departments and teams
  • Tedious account setup or login requirements
  • Inconsistent experiences and messaging
  • Difficulty with returns or exchanges
  • Lack of personalization 

To identify these difficulties, look for recurring trends and themes across channels. And don’t forget to look out for processes that are working well. You can still improve on them or use them to enhance experiences that may not be as effective.

For financial services, a multi-channel approach can significantly improve the customer journey by providing seamless and personalized interactions across various platforms. 

For example, SoFi integrates online tools with customer support to offer tailored financial advice, loan options, and joint checking accounts, allowing customers to manage their finances efficiently from any device. 

This connectivity ensures that customers receive a consistent experience, whether they are using the web site or speaking to an advisor, thus improving engagement and satisfaction.

Close Communication Gaps Across Channels & Teams

Have you ever had an issue with a product and reached out to customer support online? Then, you realized it was taking too long to hear back, so you decided to reach out by phone.

After spending a few minutes on hold, you finally connect with a customer service rep, and to your dismay, you have to repeat your problem to them because they have no way of locating your customer support ticket.

This is what a siloed customer journey looks like. And it happens often.

To bridge these types of siloes, here’s what you can do:

  • Share customer data and insights across departments and teams.
  • Implement context and history passing between channels.
  • Unify your tech stack, which might include project management platforms, customer success software, contact center solutions, customer support and ticking software, messaging apps, and CRM systems.

Maintaining a Frictionless Mult-Channel Customer Journey

After mapping out the multi-channel customer journey, you should have a pretty good idea of how your customers move through the funnel.

From there, you can determine customer pain points and points of friction that may keep them from converting or sticking with your company.

Then, you can offer potential solutions and improve ‌overall CX and the buying process. But don’t stop there.

The customer journey changes constantly. Be sure to survey your customers to help you maintain a culture of continuous improvement.

And continue to optimize those high-impact moments, whether it’s the initial conversation with your sales team or the final checkout process.

It’s time to start your customer journey mapping process today. Here’s to achieving your business goals and boosting customer loyalty once and for all!

Juned Ghanchi
Juned Ghanchi is a co-founder and CMO at IndianAppDevelopers, innovative and empowers mobile application development company for small to big brand business houses.

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