What mapping the customer journey REALLY means for your business

A short, sharp, shock of a blog this week: can I explain the true value of mapping and understanding your customer journey in 250 words or fewer?
 
You sell high-tech camper vans. You sell one to a young family going on holiday. In-car sensors tell you if the tyres are running low and when they need to refuel. GPS lets you know their route, where they stopped for lunch, and when they near a breath-taking view. But you ignore it all. You wish them well and a colleague meets them when they drop the van in for service.
 
Your competitor pays attention to every last drop of data. She builds relationships with garages, lets them know what the van needs, and tells the family which garage is closest. When an application in the van says it’s near a town, she sends simple notes recommending hotels, and links to walking routes and local information (“you said you liked waterparks!”). The family never, ever want the holiday to end. And they love that van.
VW Camper and the customer journey

Convenience, charisma and technology. 2 out of 3 ain’t bad for a camper van, but it’s not good enough for your business.

Two questions:
 
2) Who would you rather buy from?
 
2) Who would you rather work with?
 
Connecting to the customer journey brings opportunity after opportunity: improve the experience, build better relationships, sell more (this is business). Only when you can see your customer’s journey, can you TRULY see what they need, when they need it.
 
If you don’t know your customer’s journey, demand to know. And demand to know what part you play. What impact on their journey does your work have?
 
If you work with me, and you don’t know, then demand it of me. Do it now. It is that important.
 
248 😉
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About Spencer Green

Spencer Green founded GDS Publishing Ltd in October 1993 to specialise in industrial, government-led publications for the burgeoning Chinese market. The company launched over forty business-to-business titles, was name-checked alongside Tony Blair on China’s national news as ‘best for Chinese business’, and – following a move into India – deemed to be ‘of national importance’ by the Indian Institute of Foreign Trade. In 1998, GDS Publishing became GDS International and launched its first conference, Enterprise China. The hugely successful Enterprise series of conferences was rolled out across China and Latin America in the next two years. In 2000, GDS International launched its first Senior Executive Summit under the ‘Next Generation’ banner. This became the catalyst for nine years of 25% year-on-year growth... and 40% growth in 2010. In 2011, GDS held over 70 Summits for C-level Executives from a wide range of industries and across the globe, and eight digital marketing conferences. Today, GDS International is determined to become the world’s no. 1 business-to-business media and services company. It’s going to be an exciting journey! Spencer is married to Emily. They have two children, Finlay and Maya, and live in Bristol, UK.
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