With digital transformation and emerging technologies — i.e., the new style of IT — driving customer and business strategy for today’s businesses, the key to competitive advantage is customer touch-point analysis (CTA). This does not only to brick-and-mortar businesses, but also to the service model. That’s why it is imperative to create building blocks at each phase of the customer journey.
Achieving profitability and growth requires repeatable, high-return selling solutions. That means knowing where and how to invest in the consumer journey, which in turn requires access to real-time customer information.
Start your sales transformation plan by building a map of the customer journey that enables the ability to:
- Persona identification and high-revenue potential
- Draw scenarios that create maximum consumer traction
- Use chart information mapping and personalization techniques
The framework shown below illustrates the four layers of customer attribute modeling and defines how sales strategies can be modified throughout evolutionary stages of consumer behavior:
Consider the actions you want your customers take next in their journey, and design the framework for each customer segment or product area depending on your marketing objectives and plan.
Once you have a clearer view of your customer’s journey, start thinking of the contextual circumstances that inform decisions along each touch point. In what kind of business setting does your target customer live? Are they likely to use preemptive marketing research activities to find your business? If so, how? How are they consuming content for a well-informed decision-making process?
The illustration below shows the tactics of attribute modeling, which can help you further design your sales strategies:
The following points may also help rule out misfits during the outreach stage of your sales planning:
- Personas aren’t customer segments. Personas focus on the motivations, behaviors, needs, and pains of your customers and prospects. These are the attributes that will help you design better services.
- You can’t make up personas. Personas are evidence-based and data-driven, and are typically built based on research and data profiling.
- Personas should be a translation of consumer goals. Goals refers to a customer’s motivations—what are they trying to achieve?
- Persona development is not a quantitative process. Qualitative and experiential analysis should be the foundation that provides deeper insights and a stronger focus on customer goals.
Customer attributes create knowledge and insights that your business can act on. They form the basis for modeling, profiling, LTV analysis, customer file segmentation and tracking, scoring and selection, ad-hoc queries, and attributed campaign reports. The best way to incorporate this resource into your business is to create a data store that includes hundreds of summarized customer attributes.
Snapshots of customer attributes reveal key information about each customer or customer segment at each point in their journey, enabling you to create models, LTV analyses, customer migration analyses, and attributed campaign performance reports to plan, execute, and evaluate marketing programs.
Return on investment
Many social media managers link attribution modeling with improved engagement rates, increased audience size, and customer advocacy. It does this by providing a monetary value to every piece of communication, allowing your business to more accurately measure the return on investment of your sales and marketing strategies and make more informed decisions on budget allocation and marketing strategy.
For more strategies that maximize the customer journey, see In 2017, Customer Experience Management Should Be Your First Priority.