The digital customer journey is a complete framework of the different digital stages from awareness, to consideration, to purchase. It allows a organisations to see how customers, clients and prospects interact with their services/product or the business itself.
Why it’s Important
I think digital customer journeys are particularly important for the long term relationship between organisation and consumer. Its central focus is no about transactions or digital conversions. Digital marketing has evolved into personable/relationship marketing. Keeping a record and managing all customer touch-points is important in the customer approach for a business.
A 5-step process to analyse a client’s digital touchpoint:
- Identify and evaluate each touchpoint interaction
- Determine if there is room for improvement and establish best practices
- Implement the suggested improvements
- Measure the impact of those improvements
- Declare success or go to Plan B for improvement
Source: https://www.uprightcommunications.com/blog/digital-touchpoints-what-are-they/
Challenges
A major challenge I can recognise in the digital customer journey is privacy.
Ethically, it may not be considered appropriate for brands to use the data they store. Businesses are know to collect and largely purchase mass amounts of data on the consumers they have targeted.
In this digital age nothing is safe. People may be unaware of the data they are providing to businesses. Furthermore, digital users may not be constantly aware that the business are listening. e.g. Facebook Messenger.
It is entirely possible that Facebook is tracking our conversations and collecting what points of conversations are trending.
Do businesses have a moral responsibility to outline which point is an invasion of privacy?
