Good morning Marketer, how do you manage your customer journey? 

More importantly – what role does customer journey mapping play in your business? It’s a key strategic component to many marketing strategies, but it holds added value for companies that have multiple brands or clients. 

“There is keen interest on how a customer moves from one brand to another,” said Pat Maigler, Senior Manager of Marketing Strategy and operations at Williams-Sonoma, in a recent MarTech Live session. “It all starts with data and there is a lot of data to get from a lot of sources.” 

Companies with multiple brands should look at trends – particularly the order of brand touchpoints a customer follows. Are they entering through lower-priced brands? Does entrance come from brands with larger promotion and advertising budgets? Have customer journey trends changed since the COVID outbreak?

While traditional customer journey indicators (like major life events, demographic, etc.) are still important, new technologies and digital habits among consumers mean marketers need to consider the non-linear journeys as well. Rather than limit your customer journey mapping by making predictable assumptions, look at where your customers actually are, and the needs they’re expressing.

Watch the full MarTech Live replay on customer journey mapping here. 

Taylor Peterson,
Deputy Editor