Customer Journeys

Customer Journeys is the next stage of customer digital interactions.

Expecting your existing customers to instantly take a cross-sell and up-sell offer as soon as its presented to them is unrealistic. Low response rates are testament to that. Instead "nudges" should be applied. This is where "awareness" and "consideration" interactions are applied.

What is it?

A method of showing propositions (service messages, cross or up-sell sell ads) to the customer in a predetermined but flexible order.

It recognises the need to provide awareness before displaying a relevant ‘call-to-action’ Message such as sales or renewal.

E-commerce example scenario,

• A large e-commerce company, Bamayon is experimenting with targeting a segment of its customer base with web-channel customer journeys based on a series of related products and service messages

• Bamayon aims is to up-sell high value but relevant computers. The Journey will validate the products relevancy to the customer

• 3 headline products will be displayed in isolation of its main product catalogue to maximize the impact

• Bamayon wishes to show that it understands the customer needs

• Service message targeting as well as product message targeting will be coordinated through a rules driven customer journey