Customer journey

Criss-crossing channels is the new route to purchase.
Doing it well is the route to loyalty.

Strategy Goals Interaction Mapping Touch Points User Experience

Did you know that 86% of buyers are willing to pay more for a great customer experience?1

Based on that stat, you can imagine that our efforts as a creative and marketing agency start and finish with us understanding the customer journey of our clients' brands.

So what is the customer journey exactly? It is about combining all touch points and interactions into one complete, positive experience for a brand's customers, through knowing what customers' goals and pain points are in their journey.

Whether it's a single leaflet, website or a multi-channel campaign, we look beyond the channels to the overall experience the customer has, and where this communication sits in the grand scheme of things. 

For example, in our first year of trading we won a New Media Age award for Thorntons chocolates, for a new online product and eCommerce user journey that we helped develop. 'Alphabet Truffles' was all about customers creating their own message in chocolate letters, so to make things that bit easier, we added a qwerty keyboard. This simple addition meant customers would spend a little more than they had perhaps planned as they were able to just type the message as it would appear in the box. The journey would automatically and seamlessly upsize the box of truffles as they typed, then a new row would appear! We supported the activity with emails and direct mail pieces and within the first month of launch, upsells to a bigger box increased by 18%!    

We are aware no two customer experiences or journeys are the same. We started from ground zero when we created the Serve Leisure overall brand experience. It gave us a great opportunity to look at everything, literally! The décor in the loos, the drinks menus, setting up the marketing infrastructure ready for the launch of their first venue and of course, the first advertising campaign.

Within the first month of launch, upsells to a bigger box increased by 18%

The Wonderland at the NMA awards

The customer journey was the centre point of the strategy, where we defined the audience groups, the user occasions, how visitors may interact before arrival and laid out the booking journey. All this was done in line with our vision for the brand and the position we wanted it to have in customers' minds.

Remember the internal customers! It's easy to forget that your employees have to support, and in many cases, provide the customer journey. For Citipost Mail, during a huge brand overhaul including a product/service journey review, we worked on the internal brand and how the company interacted with and spoke to its teams.  

the Bilborough College prospectus – design and photography by The Wonderland
The Bilborough College Open Day campaign
The Bilborough College Induction Day campaign

We supported HR, the customer service teams and sales, giving them lots of tools to help them work more effectively. We know that if people buy into the business they work for, this will be reflected externally too. Moreover, we helped improve the external marketing and brand touch points, from the website and blog content, through to offline direct mail and exhibitions we rolled our sleeves up and made changes to move their business forward as it grew. 

Customer journey will become more and more important. Research by Walker2 suggests that by the year 2020, customer experience will overtake price and product as the key brand differentiator. The time to get it right is now. And if it isn't on  your agenda yet, we'll help you put it there. 

...By the year 2020, customer experience will overtake price and product as the key brand differentiator

The Serve brand and application
The Serve brand and application
The Serve brand and application
The Serve brand and application

Reference:
1. https://www.superoffice.com/blog/customer-experience-statistics/
2. https://www.walkerinfo.com/knowledge-center/featured-research-reports/customers2020-1