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The Power of Customer Journey Design

Patrick Tripp | October 11, 2018

The modern customer journey has evolved. No longer do consumers travel a linear pathway from awareness of a brand to making a purchase. Today’s customer moves along a dynamic path to purchase that includes multiple channels and multiple interactions over a period of several days, weeks, months, or even years. The average marketer remains unaccustomed and often resistant to this change, with many brands still providing messaging separated out by touchpoint instead of unified into a coherent journey.

The ability to design an efficient customer journey that allows consumers choice in which channel to use while still moving them toward purchase and then ultimately repurchase is extremely powerful. Marketers with this technology at their command can more readily provide the right messaging to the right customer at the right time on any platform. This enables them to more accurately deliver an engaging customer experience over the long term, while still moving consumers along a defined journey.

It’s possible to build a customer journey in many ways, but one of the most efficient is doing so graphically. This is one of the key capabilities of the RedPoint Customer Engagement Hub™. The platform’s graphical approach to customer journey construction allows marketers to easily connect phases of the customer journey together in a coherent line. By doing this, the RedPoint platform empowers marketers with the ability to simply manipulate journey phases and bring consumers along the pathway from awareness to sale quickly and efficiently. This is a fundamental shift in delivering the customer experience and can be transformational for marketing results over the long term.

In the video below, I demonstrate the customer journey functionality of the RedPoint Customer Engagement Hub, along with its ability to graphically edit emails, import digital assets from multiple management solutions, and construct email campaigns with an easy-to-use wizard. Take a look and let me know what you think in the comments below.

 

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Patrick Tripp
Patrick Tripp

Patrick is vice president of product strategy for the Customer Engagement Hub at RedPoint Global, where he leverages over 20 years of experience in technology, consulting, and marketing. Patrick is an expert in cross-channel marketing and real-time interaction management, and is a frequent speaker at industry events. He is a certified product manager and holds an MBA from Boston University. Connect with Patrick on LinkedIn and Twitter.