2. Create a Visual Map of the Experiences That Make Up the Journey
Once you understand the behaviors and preferences of your key customer segments, you can map these along a path to unpack the experiences that make up the journey and uncover the enablers and barriers for each experience. While no two customer journeys will be exactly alike, there will be commonalities among the experiences that they require on their paths to purchase and post-purchase journeys.
3. Model Best Practices
Companies should continually compare their positions relative to top competitors to validate perceived market position and provide perspective to help with real-time management of programs, campaigns and initiatives that affect the overall customer experience.
Modeling industry and competitive best practices helps pinpoint areas for improvement within your own organizations and also identifies areas for competitive differentiation. Looking at companies in other industries that are scoring well with customers is another way to learn and note best practices.
Publicly available social data provide the ability to implement models and scoring systems to track best practices. As marketers, we have an instinctual understanding of how our competitors are performing, and social data put a quantitative measure to this. Social data allow us to understand the experiences from the customers' viewpoints, as evidenced in their comments, ratings, reviews, blogs, tweets and posts. Because these are observations on the customer experience in the words of the customer, organizing these conversations by journey stage allows marketers to pinpoint challenges and opportunities in the journey. Measured and scored properly, these user-generated conversations allow marketers to implement a data-driven approach to understanding best practices and to more deeply understand where they are performing well and where they are not.
Viewing this competitive intelligence through the lens of social data establishes best practices for an organization to symbiotically and efficiently support the customer journey and make it consistent, regardless of which department within the organization is involved.