Technological advances are transforming the world in multiple ways, including how we work, shop and interact with brands. New generations have changed their purchasing habits and if companies do not adapt, they risk losing these potential customers.
The customer journey has always been a key tool in digital marketing. However, according to Sergio Ramírez, CMO of Raiola Networks, a hosting provider in Spain, the current model is no longer effective. Ramírez highlights the importance of valuing the customer experience in the current context.
Digital natives, members of the new generations, understand the digital environment better than many companies. Capturing their attention and interest has become a challenge, which requires a complete review of the customer journey, starting with its structure.
A non-linear path: ‘customer journey’
Traditionally, customer experience has been conceived in a linear and generic way, spanning from discovery to loyalty. Ramirez points out that this structure incorrectly assumes that human behavior is purely rational. “Human beings are imaginative and emotional. Purchase decisions are based on these factors, so the customer journey must be more flexible and varied,” explains Ramirez.
Customer experience is an essential part of digital marketing, yet businesses continue to fail with their strategies
The customer journey is full of twists and turns and multiple channels. Customers can discover the brand through various mediums and at different times, so it is not crucial that they follow a predetermined path to stay engaged.
Ramírez stresses the need to open multiple channels, even if this complicates the measurement and analysis of patterns. “The more channels the user has, the more possibilities of movement they will have, which will enrich the experience and the understanding of customer behavior,” he adds.
Authenticity
A potential customer’s interest in a product does not guarantee a purchase. Maintaining the buyer’s interest is crucial, and this is achieved with authenticity. “The key is to have an authentic project or company, without pretenses,” says Ramírez. He recommends being genuine and kind to clients and suppliers: “Help if you can, without expecting anything in return. Reciprocity is not always immediate, but you will eventually see positive results.”
One goal
The final point, and perhaps the most important one, is the need to focus on a single, clear objective. Generic customer journeys are no longer effective. Ramírez advises focusing on strategies with concrete actions, expecting specific responses from users. “We must start from a generic customer experience to focus on each micro objective, making sure it is clear, achievable and simple,” explains Ramírez.
To reach Gen Z and millennials, businesses must adapt quickly and abandon traditional methods that no longer work.
