WE’RE A DIGITAL MARKETING + ADVERTISING & PR AGENCY
JOURNEY MAPPING & CUSTOMER EXPERIENCE (CX)
We believe the consolidation of all touchpoints from your audience’s point of view is invaluable. It empowers you to identify areas of strength, opportunities to evolve, and enables internal teams and agency partners to work in concert to drive your business forward.
We take strategy seriously.
Understand the process
Journey mapping (often called a purchase funnel) and customer experience (CX) are two of the most critical strategic initiatives. When done well, they outline the true decision process that people experience when engaging your category, your product and your brand – always a combination of emotional and rational, individual and shared – and highlight what’s working as well as opportunities to improve. Once armed with this intelligence you can create and align on SMART objectives (Specific, Measurable, Achievable, Relevant, Timebound) for your marketing, advertising and services.
Despite their importance, journey mapping and CX are often thought of as stand-alone research and therefore sacrificed due to budget realities, time constraints, and/or a lack of appreciation for their value. However, journey mapping and customer experience don’t have to be separate initiatives. Zozimus often works to integrate journey mapping and customer experience research into other business and consumer intelligence initiatives, across our 3-2-1 data approach, employing the appropriate mix of qualitative and quantitative methodologies and data. These outputs enable us to create efficient and effective tactics that address the most important barriers to growth.
“Zozimus advocates beginning with data, not the structure, and letting consumer activity inform our analysis and output.”
No journey exists in a vacuum
One of the most common missteps of journey mapping is assuming the classic cone/pyramid purchase funnel is accurate. Zozimus advocates beginning with data, not the structure, and letting consumer activity inform our analysis and output. This is most often the combination of discussions with users (both your own as well as competitors’), as well as an analysis of any owned data from historical sales, advertising and marketing.
One of the most critical parts of creating a usable journey map is avoiding the temptation to believe your users’ decision process is free from outside influences. Most people are users of a category while they are also deciding on their next purchase (for example, buying razor blades). This simple truth pushes Zozimus to ensure we understand not only the decision process to purchase something new, but also the simultaneous and competing experience of being a user.
The length of the journey to purchase has an incredible influence on the importance of each phase (for example, buying milk every week vs. opening a new financial account every few years). The longer the purchase timeline the more critical it is to invest across all phases, and double down in addressing the biggest barrier(s) to sales.
“Journey mapping and customer experience are more important than ever as media becomes more fragmented, options continue to increase, and consumers’ attention and interest become harder to earn.”
Give people what they want, and what they need
It is almost a certainty that the exercise of journey mapping will uncover opportunities for customer experience (CX) improvement. These customer experience opportunities can range from advertising/marketing, to product, to on and offline distribution, to pricing. It is possible to collect a wealth of information by simply asking people what can be improved. However, keeping track of what isn’t mentioned, is also telling as the “unspoken data” hints at what aspects of the customer experience are working and should remain unchanged.
Context is also critical when gathering and interpreting customer experience feedback. It is invaluable to learn what isn’t working for people and why, but this data alone can be misleading. It is also equally important to consider what each interaction is intended to do for the business. This will create balance between consumer desire and business need that will drive the appropriate evolution for each customer experience and interaction.
Journey mapping and customer experience are more important than ever as media becomes more fragmented, options continue to increase, and consumers’ attention and interest becomes harder to earn.
Click on any of the tiles below to read how our partners were able to identify the most critical phases of the decision journey and invest in the most appropriate customer experiences.
+Learn more about Zozimus Digital Marketing, Creative, and Public Relations.
Case Studies
Whimzees
- Digital Marketing, Strategy
YMCA of Greater Boston
- Creative, Paid Media, Public Relations, Social Media, Strategy
Avidia Bank
- Creative, Digital Marketing, Strategy
WE CAN ACHIEVE
GREAT RESULTS TOGETHER
At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.
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BOSTON, MARS
