By Michael Catford
MARCH 14, 2017 | ASCEND CURATED ARTICLE
Author Michael Catford describes customer journey orchestration as having a “choose your own adventure” style. The power of providing a seamless customer experience can allow your customers to choose their own path to purchase.
As The Martec explains, “The customer sales funnel is a tenet of marketing. It allows a company to capture the activity of its customers through the purchasing process, helping an organization focus on attracting potential customers (at the top of the funnel), nurturing these prospects (in the middle of the funnel), and converting these prospects into paying customers (at the bottom of the funnel).”
These are exciting times for journey marketing. Not just an intriguing, ambiguous idea to most marketers anymore, journey marketing today is real-world strategy being deployed by many organizations across a diverse industry landscape.
An essential tool in customer journey mapping is the creation of a customer persona. And while it’s common to include some demographic data in a persona, it’s important to understand that the person itself is not simply a demographic representation.