Author : Sushovan Saha
Associate Director - Global Marketing, Espire Infolabs | Sitecore MVP 2021
25/Feb/2021

Sushovan is a Sitecore MVP and a seasoned Marketing professional, with over 11 years of extensive experience in the IT, SaaS, and digital communications industry. At present, he is spearheading multiple marketing initiatives for Espire Infolabs - to drive brand value, increase engagements & realise revenue goals & with the single thought of redefining CX for businesses.


Top Challenges in Customer Journey Mapping & How to Mitigate them in 2021

With sky-rocketing demands of tech-savvy customers, the pandemic has spurred the growth of digital channels and led to businesses prioritizing customer journey mapping to deliver seamless digital experiences.

A recent research by Salesforce on the state of customer experience reveals that 80% of customers consider CX equally important to the kind of products or service offered by the company.

In the new normal, customer journey mapping has emerged as a pre-requisite for analyzing customer expectations and delivering personalized customer experiences across all touchpoints. Cross-device and multiple-channel access of services has made mapping customer journey a tedious task for businesses.

In this blog we will discuss the top challenges brands face while mapping their customer journey and the ways to overcome them in 2021:

1. Complex Web of Multiple Channels

Proliferation of multiple channels, devices and evolving technologies have made the purchase funnel a complex web making it difficult to identify and track the influence of touchpoints on the customer. It has become even more difficult for brands to decipher whether the customer has been converted or not.

How to mitigate : It is thus important for brands to identify, track and map customer behavior and preference patterns to gain key insights into the different paths your customers take towards the final purchase. Brands need to leverage the power of analytical tools to visualize and quantify the buyer's journey. Integrating the analytical capabilities with your content strategy will help you leverage data for customer engagement at the right place and at the right time.

Sitecore upgrade why how and why now blog banner

2. Monitoring User Behavior Across Channels

Customer journey involves a wide range of activities across multiple channels and devices like a mobile application, reviews on the internet or brand communication on a social media channel and much more. Capturing these cross-channel activities through existing technologies, departments and processes and then responding to the customers with relevant and personalized content is a challenge.

How to mitigate : Brands need to leverage a unified and central solution by breaking down departmental silos and processes to create a more collaborative model which can help analyze the customer journey across channels. System integrations and data unification across all touchpoints-digital, web, emails or social media platforms can help you deliver personalized brand communication across all customer touchpoints.

3. Mapping Every Buyer Persona in a Single Map

Trying to map every buyer persona in a single customer journey map makes it both complicated and misleading. Every buyer persona targets a set of audience with unique pain points, buying patterns, behaviors and path to purchase.

How to mitigate : Brands must design a map that targets every unique buyer persona. Creating standalone visualizations for your customers helps you target your content planning and personalization strategies to elevate customer experience.

4. Missing the Moments of Customer Silence

The real challenge for marketers during their customer journey mapping strategy is identifying the point of abandonment, denial and silence of customers. Most companies fail to capture and track these moments of silence which often leads to the eventual loss of customer satisfaction and loyalty.

How to mitigate : Brands need to identify these moments of silence and track the reasons for such inactivity. It is imperative to ask relevant questions like - why are customers abandoning the process and why are they dropping? What systems, supports and integrations can be created to factor in these disengagements and how can we create relevant content and personalized communication to improve customer engagements.

Customer Journey Mapping : Elevate CX in 2021 & Beyond

Businesses must identify the pain points of customers and be proactive in communicating with them at the right time with tailor-made solutions to meet their expectations.

With the right technology solutions and partners, you can push the customer mapping barriers and orchestrate the right customer experience for your buyers. Do you want to see how a real Customer Journey Map looks like? Do you need to design a Customer Journey Mapping tool to help streamline your customer experience initiatives and track all your customer touchpoints?

You can reach out to us to understand and develop the fundamental metrics to identify customer touchpoints across all devices and create the right avenues to engage with your customers for driving better business value and attain higher ROI. Get an in-depth look at our investigation process and how it helped our customers define the course of their products. Reach out to us at marketing@espire.com for your queries.


MORE FROM OUR BLOGS

Designed a DXP Platform to Enhance CX for a UK-based Integrated Marketing & Communications Company

A leading UK-based integrated marketing & communications company which assists businesses in brand deployment, digital transformation, marketing communications and driving customer experience across all digital channels, One of the primary challenge sighted by the client was an absence of an Intranet Portal, which would act as a scalable DXP solution to onboard as many clients as needed

Improved CX & Student Engagement for a Leading Australian University

A leading Public University with seven campuses across Australia.This Australian University is ranked in the top two percent of universities worldwide by the Times Higher Education World University Rankings 2020 & is the number one Catholic university in the Asia-Pacific region.

Achieving Superior Digital Student Experiences in ACU with Personalisation, powered by Sitecore

Achieving Superior Digital Student Experiences in ACU with Personalisation, powered by Sitecore | Winning Students in the Digital Age With a Customer Experience that is Scalable & Personalised Via Sitecore

A Niche Technology Company Enhances its Global Sales Operations Management

Implementing Sales Cloud From Salesforce.com Enhances Global Sales Operations Management for a Niche Technology and Digital Services Company, Specialists in Customer Journey & Customer Experience Managementwith exceptionally designed digital experience solutions.

Designing an advanced technology ecosystem to improve CX for a leading Australian Superannuation Fund Company

An Australian superannuation fund company which provides financial advisory services, insurance and other investment opportunities to all its clients and members

Accelerate your digital transformation with espire sitecore consulting assessment services

Espire Infolab’s Sitecore Consulting and Assessment services will help your business fast-track DXP goals and build resilience to mitigate any business challenges posed by the next normal in 2021 and beyond. With Digital Customer Experience (DXP) transformation, brands can personalize the end-to-end user journey of customers and build lasting customer relationships. Sitecore, a world leader in the DXP space, helps brands create and deliver contextual and personalized content seamlessly

How to get started with sitecore experience optimization for achieving your cx goals in 2021

Sitecore’s Experience platform capabilities with its marketing automation and experience optimization tools will act as a game changer for brands as they will have a crystal-clear view of their content creation stages right from inception to execution to delivery, for driving higher conversions and customer engagement.

Conversational ai the key differentiator to offer exceptional cx in coming times

The tech-savvy customers of today expect their issues to be resolved with a tap of a button. As a response to this rising need of the customers, most enterprises are turning towards chatbots and deploying conversational AI to address the queries of the customers. Such self- service customer portals improve customer experience and service efficiency

Tips to optimize your customer experience at scale in 2021 and beyond

Businesses world over have adopted a digital-first approach, not just by deploying the state-of-the-art tools and technologies to optimize business functions but also delivering omni-channel experiences for garnering a higher customer lifetime value.

Adopting total experience transformation to tackle business challenges and drive customer loyalty

The concept of delivering enhanced customer experience, the role of multi-experience with the development of IoT devices and advancement in AR/VR domain, has been a popular concept in recent years.

Subscribe To Our Blog

By clicking on "SUBSCRIBE NOW" you acknowledge having read our Privacy Notice.