When a customer first interacts with your business, they take the first step on their journey with you. It’s difficult to know where that journey will lead from this first step, but managing the customer journey from beginning to end is crucial to keeping prospects engaged upfront. This means connecting the data across all channels for an omni-channel customer journey. In fact, according to PWC, 80% of businesses will be investing in an omni-channel customer experience in 2020. While the acquisition portion of the customer journey looks different for every business, every business can benefit from making it more intelligent. More than ever, getting smart about customer experience means being able to take customer interactions in person or online to influence future behavior. Better still? Most businesses are able to do this in one way or another. They just need to put some intelligent decisioning behind their systems.
We’ve talked at length about how one of our top clients, a leader in early childhood nutrition, revolutionized their communication streams online to provide curated content for customers and achieve incredible sales and engagement lift. Today we’ll talk about two different acquisition experiences and how they could be improved. The ideas here could easily be applied to any business, even in a different industry from the two shown below.
Connecting the Dots With Live Couponing
Today, customers often get inspired to make a new type of food based on a video they watched online, whether on a popular video-sharing platform, or a specialized channel or network. If these videos are tagged with certain types of food or products and your business is a grocery store, than you have a possible option to get these customers to come in for a first recorded visit. To better understand this, we hope you’ll check out our customer journey checklist, a great place to get started with journey management. If you haven’t, this may still demonstrate the value that customer journeys can bring to your business.
Right now, most food stores are able to provide coupons based on what items customers already bought, or potentially discounts from manufacturer’s coupons through an app or physical coupon book. Perhaps mail coupons are part of your strategy. When you think about adding a level of intelligence to the acquisition customer journey you can go beyond simply advertising the best prices, and move to advertise the ability to cook a dish that the customer has seen prepared online. From there, you can push a download to your app, storing the first coupons to help the customer become the home chef that they always wanted to be. Better still if they hadn’t previously visited your grocery store. This is well within the ability of most modern retailers. With connected data and a desire to streamline and make more intelligent the acquisition process, this fake company has created a program that improves their app sign up rate and gets new people into the KiteKitchen store when they may not have come otherwise.
Smart Acquisition Journeys in the Automotive Space
Today, car buyers do more of their research online than ever. But connecting this experience to dealerships that actually sell the vehicles remains an untapped area of potential. Kitewheel has even worked with some to make their web experiences more intelligent for the acquisition journey. This involved following through with a pilot project that made the web experience more personalized, saving features of preferred vehicles for future visits. Behind this was an intelligent rules-based decisioning engine. But it isn’t the limit of what automotive businesses can do.
To move beyond this level of intelligence, automotive companies should seek to add intelligent advertising and retargeting to the mix, driving customers even further to undergo conversion activities. By showing them what they’re already interested in, and using calls to action based on where they are in the acquisition journey, automotive brands can manage the flow of information to and from the customer. Intelligent acquisition in this case, results in a more connected experience, where customers are gently reminded that the vehicle they specifically wanted is available for a test drive at dealerships. This addresses the challenge that many dealerships have, wherein the first interaction they have with a customer is when they walk in the door. Instead, by solving for the use case of intelligent acquisition in the customer journey, automotive brands can supercharge dealerships by providing them the most relevant information that customers have already provided. By connecting ads, the website, and an in-app sales agent experience, dealerships and thus automotive brands can move more inventory to satisfied customers.
Acquisition is Just the Beginning
The customer journey at your business begins with the first time a customer becomes aware of your brand, and ends long after they’ve made a purchase. In some cases, customers are in your customer journey for their
entire life. By using real-time personalization to make their customer journey omni-channel from start to finish, you can set your business up for success over and over again. The two examples above are simply two ideas to put this concept to good use. If you’re not sure where to start with the acquisition journey, remember that personalization can often be used to make customers stay longer and ensure that they aren’t overwhelmed. Often this initial acquisition process begins with marketing. If you’re looking for a guide to personalize more of your customer experience, check out Kitewheel’s guide to customer journey orchestration for marketers. It’s full of great tips to bring intelligent acquisition journeys to your business.