How to Improve the Customer Journey

How do marketers improve a customer journey? A case study of Hyundai.

With online visits and e-commerce going up and offline store visits going down, marketers need to know how they can successfully steer their customers in the right direction. To have an idea of what to do, I’ll present what Hyundai did as reported by Dean Evans, Hyundai Motor America’s Chief Marketing Officer.

Buying experience has been changing drastically because customers don’t only use a product or service, they also drive the decisions made by businesses. The drastic change is due to continual technological changes which makes customer journey instantaneous. Due to this, businesses need to connect with their customers in the moment they turned to the internet on whichever digital channel. This is useful for closing the gap between online and offline.

Customer Journey
Image via Review Trackers

 
Here are three lessons Hyundai learned so as to be there for today’s omnichannel and digitally empowered consumers.

1. Meet your customers at every point in their journey: understand your customers intent better than ever and deliver what they need in the exact moment they need it.

2. Harness insights to remove friction: look at your customers shopping experience online and offline as a whole and offer a seamless experience.

3. Measure business impact, not channel metrics: set key performace indexes (KPIs) that will drive broad business goals e.g. store visits, sales, solved customer needs and revenue. The channel metrics should be used to see how well the business goals are being achieved.

Hyundai Executive Perspective
Sources: McKinsey Advanced Industries, “Innovating automotive retail”, Feb. 2014, United States.
Google/TNS, Auto Shopper Study, 2016, United States. Consumer Barometer n=526.

 
Whether online, offline or both, marketers efforts today should be focused on improving a customer journey and make it as smooth as possible. The three roadmap shared by Dean Evans gives an idea of what can be done in this regard.

Case Study Source: think with Google


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