Marketing goals

Improve the customer experience and achieve marketing goals by mapping the customer journey

When marketers implement new personalization and DX technologies into their stacks, they expect better visibility into customer engagement, as well as measurable results.

“More and more, we’re seeing marketers who have weekly, monthly, or quarterly goals, and those can be conversion goals, increase goals, or in some cases revenue goals, where they really want to monitor real-time customer journeys on a very regular basis. base, ”said Tom Hannigan, Global Practice Lead for the HCL Unica Precision Marketing Platform, at our recent MarTech conference.

Marketers want to understand where they’re performing, where the customer experience is lacking, and how to make changes on the fly, he said.

Best experience for hotels

Hannigan singled out one of his clients in the hospitality industry who launched a mobile app to connect all points of the customer journey. This has become all the more crucial as the pandemic has added new health concerns to hotel stay.

“There was a great opportunity to strengthen the security and cleanliness of hotels, and then also [benefit from] the speed and convenience of making contactless travel all the way from booking to check-in, on-site presence and departure, ”said Hannigan.

Getting visitors to adopt the mobile app would give them a better experience and allow the company to provide personalized services, he explained. With all of these touchpoints in the experience, marketers would also be able to deliver personalized and relevant offers to customers.

Map the trip

In order to locate the best places in the customer journey for the hotel to provide services to its customers, they mapped out each step of the journey.

Hotel guest journey roadmap, courtesy of HCL Unica.

“You want to deliver personalized messages about amenities and other amenities while customers are on site,” Hannigan said. “And then the last part really encourages mobile departure, not only because it’s safer for customers, but it also saves money at the hotel and is convenient because you don’t don’t have to queue. “

Link goals to actions

The hotel industry then established objectives for improving the experience and services, as well as marketing objectives via personalized messaging.

“What are the things that the customer does or does not do that they really benefit from when they adopt the mobile application? Hannigan asked.

They chose to send confirmation emails when a room was booked to finalize a reservation

“There were a few other [actions] in there that we could have sent as reminders, ”Hannigan added. “We said look, let’s focus on those golden steps first. The same goes for registration. If you don’t register, the rest of the experiment is invalid, so let’s make sure we let’s get it [mobile] registrations take place.

Messaging strategy for customer journey milestones, courtesy of HCL Unica.

One idea from the hotel company was to put the room key on the mobile app, forcing guests to download the app in order to enter their room. This one has been put aside.

“Make sure people adopt the site [mobile key] is something that we decided was not part of the golden milestones, so we put that on hold for phase one, ”Hannigan said.

Obtain results

You might have made the customer experience smoother, but marketers also want to achieve their goals.

“From a marketing standpoint, you want to entice people to complete a reservation,” Hannigan said. “You want to make sure that you send these reminders in the case of a mobile check-in, look at the key card when it’s in use, then send the welcome message, then follow up on the mobile check-in. “

Marketers should also have a more in-depth conversation with Marketing Operations and IT about the sources behind some of these customer signals, because that’s a big part of the experience too – where customers engage.

“It’s not just one source,” Hannigan said. “So in the case of a reservation, which can be part of the website, it could be a reservation or reservation API, or some other data source that happens in real time. You will have to integrate these events.

Improving the customer experience with a mobile app adds more complexity to the marketing team. But if they continue to chart the course, they will discover more opportunities to improve service and achieve their goals.

Watch the full presentation of our MarTech conference here (free registration required).

About the Author

Chris Wood draws on over 15 years of reporting experience as a B2B writer and reporter. At DMN, he served as Associate Editor, providing original analysis on the changing technological landscape of marketing. He interviewed tech and policy executives, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, named by Barack Obama as the country’s first federal CIO. He is particularly interested in how new technologies, including voice and blockchain, are disrupting the world of marketing as we know it. In 2019, he moderated a panel on the “theater of innovation” at the Fintech Inn, Vilnius. In addition to his marketing focused reporting in industry trades such as Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS and contributes fiction, review and poetry to several blogs. of prominent books. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.