Digital Customer Journey
As a brand, it’s important to map out your customers’ customer journey. This allows you to address their needs at every stage of their path. Whereas in the past you were mainly dependent on traditional media and advertising, today the digital world offers countless opportunities. At Comma, we focus on the digital customer journey, and we’ve clearly mapped out the process for you.
Not every customer starts at the same point in the customer journey. It depends on personal needs, timing, location, preferences, and actions. It also matters whether someone is already familiar with your brand or not.
That’s why we always work with personas: symbolic profiles representing your different target groups. For each persona, we map out a separate journey. This way, you can align your communication and channels perfectly with their expectations.
The customer journey consists of five consecutive phases:
- Answer – Respond to your audience’s questions and needs. Make sure you are discoverable when they search.
- Educate – Inform and inspire. Provide valuable information about your brand and products.
- Participate – Let people get to know your brand. Give them a reason to stay engaged.
- Motivate – Add value and emotion. Make them fall in love with your brand.
- Activate – Encourage the step toward purchase or action.
As you move further along this process, your audience becomes smaller but more valuable.
Consumers often move through these phases unconsciously. That’s why, as a brand, you need to identify and measure the right touchpoints: moments when a persona takes an action you intended.
Examples include downloading a whitepaper, signing up for a newsletter, watching a video, requesting a demo, or booking an appointment. By tracking these signals, you can optimize the entire sales funnel and make adjustments where needed.
To guide personas through the journey, you need digital triggers. It starts with a strong online presence:
- A well-designed website and digital support
- Consistent presence on social media
- Digital campaigns and distribution
SEO, a visually appealing website, or an online shop are concrete examples that increase your brand’s visibility and help move prospects further down the funnel.
For SBM, we conducted an extensive keyword analysis. Their website was SEO-optimized with the right keywords and variants. The result: improved organic search results and a site built around realistic personas and their customer journey. [View the case → sbm.be]
We also worked with Waveflex and Escala. During interactive workshops, we collaborated with their teams to create a personalized customer journey that immediately guided their communication and online approach.
