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ECommerce Customer Journey

Last week I visited a local publisher having years of presence in print media perhaps, having missed the opportunity to built an online presence. Nevertheless, they had an excellent clarity about online presence and that is “The news about happenings is available everywhere, we make it more engaging and interesting for our reader.” I immediately linked the concept with Digital Commerce whereby, you may find a product everywhere, the only difference an E-Tailer may create is through engagement and interest.

“The news about happenings is available everywhere, we make it more engaging and interesting for our reader.”

So the takeaway for E-Tailers is “Do you really think of building engagement and interest on your webstore?

Considering engagement and interest may lead to Customer Journey Map (CJM). Most of the E-Tailer missed this single most important opportunity to draw a customer journey map enabling them to track the customer to measure various KPIs. Here are some of the ideas on how to establish, measure and get the benefit of customer journey.

Ideally you need to create various Personas for your products/services and map them on how they will enter and exit. It actually starts from the point or channel through which they land to one of the company’s digital asset ie coming through content marketing or ads and landing to Facebook and then reaching out to the webstore. The journey covers four important stages viz : Awareness, Consideration, Intent and Decision as mentioned in Google Blog

Google Analytics : Google Analytics makes it easy to keep track of your customer’s journey by connecting customer behavior, channel performance, and much more across your sites and apps in robust reports and dashboards. You can even connect online to offline so as to better understand user behavior across CRM, points of sale, call centers, devices, and the Internet of Things. For even deeper offline and online behavior analysis, import additional customer and product data into Analytics, or export your data to Google BigQuery (Analytics 360 only) to quickly run analysis over huge data sets.

Smapy : Mapping customer (or user, employee, etc.) experiences makes intangible interactions visible and facilitates a common and empathic understanding between all team members.

Plus there are many other tools and reports by various vendor including Facebook to visualize the customer journey inorder to measure various KPIs

Besides a journey maps’s basic structure consisting of steps and stages, additional lanes such as storyboards or text lanes can be used to enrich the map and focus on specific topics.

Furthermore, graphs like emotional journeys and dramatic arcs help to understand the customer’s flow of satisfaction and engagement. Channel lanes help you to visualize which channel can be used in which step to visualize cross-channel experiences.

ExperienceFellow comes from the people behind the business bestseller “This is Service Design Thinking” with 80,000+ copies sold worldwide in seven languages. We promised an app when we launched the book back in 2010, now we develop service design software for folks who want to design services and physical or digital products with their customers at the center.

In projects all over the world, we discovered that teams working in service design (or design thinking, experience design, ux, cx, etc.) often struggle with similar issues: How can I gain customer feedback which is less affected by memory bias? How can I interact with customers while they are reporting on their live experiences? How can I get information on customer journeys with limited time and budget?

There are few excellent ECommerce Customer Journey Infographs available at Pinterestto explore.

Summarizing the competition Online is not for price but, it is for engagement, customer journey and interest, an e-tailer may create.

Amin Lalani
Amin Lalani
Amin Lalani is M.Phil in Internet Retailing with 10 years of experience in Internet Retailing arena along with enterprise experience in setting up SAGE eCommerce and is SAP MM certified. He been a faculty, mentor and SME Internet Retail experts since many years

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