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Digital & Brand Experience

Mapping the Customer Journey for Optimal Brand Experience
digital-brand-experience

Overview:

What is Digital & Brand Experience?

In a digital-first world, the consumer is the focal point of every decision, from leadership development to growth strategy. Marketers today and in the future will need to focus on refining the brand experience and creating compelling personal stories in order to stay ahead of the digital curve and create loyal customers out of technology-savvy audiences.

Persona Development

A customer persona is a comprehensive representation of a brand’s ideal customer(s). It generally includes demographics (e.g., age, gender, ethnicity, regionality, and occupation) as well as psychographics (e.g., goals, needs, desires, dislikes, and challenges) to provide a “mental model” of high-potential customer targets for the brand.

We use a combination of qualitative and quantitative exploratory customer research techniques to inform persona development and direct the development of many brand activation and expression activities, including website development, customer journey, brand experience, and touchpoint optimization.

Customer Journey Mapping

A customer journey map is a visual representation of the complete experience customers have with a brand. Using customer personas as an input source, it helps explain the experience a target customer should have with a brand through every phase of the purchase funnel—from initial awareness and familiarity through to purchase, loyalty, and advocacy.

Of particular interest are “conversions”—the aspects of experience that tend to facilitate movement from one part of the purchase funnel to another. This path to purchase is increasingly digital, and as such, it needs to account for aspects of the funnel and experience that are both online and offline.

Touchpoint Strategy and Plan

With a comprehensive journey map in place, the next step is to optimize the key touchpoints that comprise the customer journey. A touchpoint is any interaction—whether in-person or virtual, digital, or analog—that helps shape the overall customer experience and reinforce the brand promise. Examples include websites, email marketing, mobile, signage, print collateral, and face-to-face interactions.
Given the number of touchpoints that typically comprise a customer experience, laser-like focus is imperative. We focus on optimizing the touchpoints that provide the “biggest bang for the buck”—those that are most central to the customer journey and can help the brand close any meaningful gaps.

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Our Process

Questions
Addressed

  • What motivates a brand’s target customer to purchase?
  • How does a customer move from first learning about a brand to purchasing it?
  • Which touchpoints on the journey are most central to delighting customers?

Typical
Challenges

  • Clients find it challenging to focus only on a limited set of personas
  • The “typical customer journey” is anything but—i.e., it’s highly variable
  • Touchpoints are inherently interrelated—it’s challenging to prioritize them

Ensuring
Success

  • Making sure to always lead with the customer perspective
  • Using a combination of sources—qualitative/quantitative as well as objective/subjective
  • Striking the right balance between art and science
Get to Know More
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A Guide to Branding in the Digital Age

How to Create Brand-Inspired Connections Online

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Digital & Brand Experience Case Studies

Deciphering the Role of “The Trusted Advisor”

Deciphering the Role of “The Trusted Advisor”

Positioning a Brand through Attitudinal Segmentation

Positioning a Brand through Attitudinal Segmentation

Crafting a Brand-driven Customer Experience

Crafting a Brand-driven Customer Experience

Uncovering Unmet Needs to Enhance Brand Experience

Uncovering Unmet Needs to Enhance Brand Experience

Adding Clicks and Order to Bricks and Mortar

Adding Clicks and Order to Bricks and Mortar

Repositioning and Marketing an Investment Banking Firm

Repositioning and Marketing an Investment Banking Firm

Digital & Brand
Experience Video Gallery

Embrace digital excellence to create brand-driven experiences that exceed expectations.

Why Marketers Must Shift Their Thinking About Brand Experience

Why Marketers Must Shift Their Thinking About Brand Experience

Customer experiences should be inspired more by the brand positioning rather than a hypothetical ideal experience that could come from any brand within the same category.

The Importance of Consumer Engagement

The Importance of Consumer Engagement

Consumers are driven by emotions rather than logic, prompting brands to tap into their customers' sentiments if they want to make an impression. Successful marketing campaigns should aim at evoking powerful reactions that leave a lasting mark in consumers' minds.

How Your Brand's Customer Outreach Should Match Its Persona

How Your Brand's Customer Outreach Should Match Its Persona

Companies should be wary when creating customer relationships, as customers can quickly recognize if the initiatives are out-of-step with how they perceive and connect to the brand. Inauthentic efforts will not yield positive results.

This Is How Your Marketing Efforts Can Feel More Personal to Customers

This Is How Your Marketing Efforts Can Feel More Personal to Customers

When you personalize your marketing efforts, customers feel like they're part of your brand family and ensures their experience is distinctive and memorable.

View Our Video Gallery

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