Three Steps To Make Your Customer Journey ‘Legendary’

Your customer journey—the ongoing conversation you have with your customers—defines your business. It’s what sets you apart, what makes you unique. It’s what people remember about your brand. But a good one doesn’t just happen.

Your customer journey—the ongoing conversation you have with your customers—defines your business. It’s what sets you apart, what makes you unique. It’s what people remember about your brand. But a good one doesn’t just happen.

Things have changed so rapidly in the last decade that many businesses are paralyzed. They approach their customers the way they always have, looking at a single path of conversion instead of a multifaceted one. Looking backward instead of moving forward.

But, in today’s experience-based world, if you start with an innovative and data-informed understanding of how your customers interact with you, you can use testing, analysis, and optimization to create something iconic, a “journey” they’ll never forget.

A new report by Adobe (CMO.com’s parent company), titled “Vision From The Harbor” dissects the building of The Sydney Opera House, which was built in three stages, spanning 1957 to 1973. Marketers can learn from each of the stages, which are key for brands trying to make their customer journey legendary.

It all begins with the journey you’re inviting your customers to take. Before you begin delivering experiences that set you above your competitors, you need to create a blueprint that will guide all your future efforts. The way you create your blueprint will differ depending on your circumstances, but there are solid principles that apply more or less across the board.

Adobe explores some of these in its report, which you can click here to download.