Customer Experience Journey Mapping
CX mapping is fundamental to digital marketing success. And when done properly, it can incite company-wide, transformational change.
Why map the B2B customer journey?
While many B2B businesses focus on the ‘purchase funnel’, few have a detailed picture of the omnichannel touchpoints and psychological mindsets that make up the end-to-end customer experience.
Even businesses that did invest in CX mapping and ‘voice of the customer’ programmes before the pandemic, must now revisit this work. As customer expectations and channel preferences have changed irreversibly, so too must our notions of what constitutes a ‘good experience’.
In short, there’s never been a more important time to map (or re-map) the customer journey.
Benefits of CX mapping
Pinpointing specific opportunities for improvement: From poor UX on a form to fragmented internal processes, CX maps highlight the marginal gains and major improvements needed to delight customers and outflank competitors.
Prioritising internal projects: Initiatives which directly address audience pain points are given fresh impetus and senior buy-in.
Optimising digital platforms: Poor digital experiences are quickly exposed and opportunities for intelligent automation and personalisation are revealed.
How we can help
Despite all the benefits, many CX initiatives fail to make an impact. This can be down to several factors including internal biases, poor customer research practices, failure to properly roll out the maps or simply ineffective design.
At Cognition, our understanding of digital customer experience and psychology means we can deliver CX mapping projects for all manner of businesses - no matter how complex the product or service.
Cognition were engaged to restructure Wall Street English's global marketing strategy and roll this out using HubSpot, their chosen CRM, marketing and sales platform to multiple territories. All territories required HubSpot onboarding and set up. Also, bespoke training on the HubSpot CRM, Marketing Hub and Sales Hub.
Following a series of in depth discovery sessions with the senior team at Shojin – Cognition revised the messaging and branding for Shojin’s business. Using its team’s extensive background in psychology, Cognition simplified Shojin’s overall proposition and redesigned the website – paring elements of overcomplicated pages back and applying consistent branding throughout.
Before working with Cognition, Lifelink Global had spent 3-4 years looking for a marketing partner that could fully understand its requirements as a non-profit. They were desperately in need of an agency that could not only help them communicate with certainty, clarity and passion, but also help them locate the people who would be most receptive to their message – a message that is not always popular in this day and age.
As Galebreaker continues to expand its operations across the world, it needs a revised proposition and messaging that both reflects its varied offerings yet is simple enough to understand for a wide range of audiences. As well as reaching new audiences using digital marketing, it also wants to be able to track customer journeys through its sales funnel.
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