By Ewan Duncan, Harald Fanderi and Katy Maffei
MARCH 1, 2016 | ASCEND CURATED ARTICLE
Does your company have a game plan to achieve success with your customer journey? Design an architecture that will help your business improve its customer engagement strategy.
As McKinsey explains, “As improving customer experience becomes a bigger component of corporate strategy, more and more executives will face the decision to commit their organizations to a broad customer-experience transformation. But it’s not sufficient to understand that the benefits of change are great. The immediate challenge will be choosing how to structure the organization and rollout, and deciding where and how to get started.”
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.