An effective and well-planned customer journey helps you understand the customers well and treat them accordingly.

Marketing Week Jonathan Harman contributor Jonathan has shared a comprehensive article on creating an ideal customer journey in the post-GDPR world.

Harman says, “Customer journeys are increasingly complex, and few are the same. You will no doubt be devising strategies across several.

At one end, it is about acquiring and then converting customers. Once on-board, you may wish to welcome them. You may be seeking to up-sell or cross-sell to them. Or they may be lapsed and you wish to re-engage to win them back.

Let’s focus on three customer journeys – acquisition, conversion and up-sell.

Acquisition

You may lack personal data on prospects, but you might be able to still find relevant data points, including data from third parties. The key is relevancy; examples include geography, lifestyle or postcode information. But if acquiring enough data is difficult you can use partially addressed mail or door drops, which may not require the use of personal data. But whatever you use, it’s useful to communicate something valuable, such as an offer you know has worked with existing customers and be responsible.

Renault identified a key adventurous ‘hero dads’ segment for its Kadjar crossover model. It initiated registrations of interest with an email, and then used a creative mail pack featuring a life-size Ordnance Survey map overprinted with information about the car”.

How brands can use data to design rewarding customer journeys, post-GDPR

Sharing is caring