Marketing Automation, how to activate the multichannel customer journey

Discover the 5 steps of the customer journey, from purchase to loyalty.

Marketing Automation, how to activate the multichannel customer journey

Nowadays the digitization of the customer journey has really changed consumer behavior and expectations. And following the multiplication of channels and the fact that customers all solicited from all sides, the customer journey has also become more complex. It would be wrong to think of it as a well-defined, linear journey. In reality, it is fragmented and unpredictable. Customers can change their mind, use different channels (online or not), view a page on their PC or mobile device and see one of your ads on a social network without necessarily clicking it. It is vital that you understand how complex the customer journey has become and adapt to this new context.

Marketing automation has become vital for creating personalized customer journeys that are adapted to consumers’ behavior and expectations, allowing you to deliver the right message, to the right customer, at the right time, through the right channel.

With marketing automation you can automatically identify and exploit key instants and events in the purchase journey and customer lifecycle, allowing you to significantly improve the purchase, engagement, conversion and retention rates.

You can thus engage with new customers and reactivate existing but dormant customers.

The customer journey can be divided into five phases

Discover the different steps, from purchase to loyalty


Awareness Background


This is the phase in which the customer becomes aware of a need or a problem and starts looking at the existing solutions. Your visitors must easily find you so you need to put in place an adapted SEO strategy. Nowadays 72% of all customers rely on Google for this. In a brick and mortar shop, you must attract them and make them want to enter. You won’t have a second chance to make a good first impression.


Consideration Background


The phase in which the customer evaluates all the existing solutions/services on the market. Consumers then compare and analyze the offers. It is crucial that you offer your visitors the best possible user experience, both on the web or in the physical POS. You must convince them that your product or service is adapted to their needs.


Decision Background


The phase in which the customer makes a purchase and you welcome a new customer. A new relationship is established. During this phase, you must reassure and inform your customer, informing them about how to create an account, the transaction and the delivery. You must focus on service and follow-up, to ensure the customer does not feel “abandoned”. Instead you need to focus on preparing the next phases, namely recommendation and loyalty.

Always remember that the decision phase can be interrupted if the experience is less than optimal or if the prospect is undecided. So remind customers about abandoned shopping carts, as soon as possible. In many cases, 72% of visitors order within 12 hours. Don’t just send a reminder, also offer them a discount that is limited in time. But don’t do this in your first e-mail. Remember this reminder because it can be quite lucrative!


Recommendation Background


The phase in which you create a customer community. Your customers will become your best ambassadors, sharing their opinions and experience. Here you must develop a feeling of brand belonging. Your customer must feel that you are listening to him, that he is recognized. In return, he will want to discuss you with friends and family. Nowadays reviews help you sell. According to a study by IPerceptions, 63% of all customers are more inclined to buy from a site that contains user reviews.

Negative reviews are always a risk of course but you could also see them as an opportunity to improve your product or service, to offer disappointed customers a better experience and create a more positive image with customers who are just discovering you.


Loyalty Background


This is the cross-sell and up-sell phase. You need to work on building long-term customer loyalty because as you know all too well, a loyal customer’s average shopping cart will contain more than that of a new customer. Loyalty is also an important way of getting to know your customer better, finding out more about his consumer habits, behaviors and reactions. It also allows you to send your customer more personalized messages. A message to wish him or his child a happy birthday is more likely to be opened than an impersonal message.


In a nutshell

In conclusion, there is no such thing as one single customer journey. The nature of your customer base or company dictates the customer journey. In this infographic we suggest some marketing automation actions you can easily put in place with ACTITO. Run some test&learn or A/B tests to produce better campaigns that are adapted to each of your targets and the channels they prefer.

A picture's worth a thousand words

We have prepared an infographic that summarizes the information. Do not hesitate to take a look!

A picture's worth a thousand words