customer journey example
TRANSCRIPT
Meet Susan
42 year-old, mother of three
Outdoor enthusiast
Planning Colorado hiking trip
Susan Starts Her Journey with Google
Hiking in Colorado
Susan’s Search Leads Her to Northern Trail Outfitters
Susan Explores Northern Trail Outfitter’s Website
Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
She Creates an Account through Facebook
Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
Susan Receives Her First Personalized Message
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome
She Receives Targeted Offers through the Mobile App
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome
MOBILE: App Installed
Susan’s In-Store Experience is Enhanced with Mobile
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location
MOBILE: App Installed
She Receives a Receipt with Personalized Content
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location, 1st Purchase
MOBILE: App Installed
Susan Posts to Facebook about Her Great Experience
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location, 1st Purchase, Advocate
MOBILE: App Installed
Susan’s 1:1 Customer Journey
What Can Northern Trail Outfitters Do Next?
Create individual interactions, at scale, with millions of customers
Communicate through multiple channels
Leverage data and insights, optimizing interactions
Measure performance across the entire customer journey
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location, 1st Purchase, Advocate
MOBILE: App Installed