In the video titled “3. One Conversation – Bridges” by Keap, the importance of bridging the gaps in the customer journey is emphasized. The video outlines the need to visualize and assess what happens between milestones, as well as designing a pathway to guide customers from one milestone to the next. It also highlights the significance of evaluating existing strategies for strategic and cohesive customer experiences, considering automation to enhance the customer journey, and accounting for the average duration it takes for customers to bridge each gap. The video suggests leveraging marketing automation platforms like Keap to map milestones and create effective pathways. Ultimately, the video concludes by emphasizing the importance of increasing traffic and measuring the results to ensure a successful customer journey.
In this informative and engaging video, Keap takes you through the process of bridging the gaps in your customer journey to enhance the overall experience for your customers. By visualizing and assessing what happens between milestones, designing a pathway, and evaluating existing strategies, you can guide your customers from one milestone to the next more effectively. Automation is also discussed as a way to streamline the customer experience and accommodate different needs and timeframes. With marketing automation platforms like Keap, you can map your milestones and create pathways that help you increase traffic and measure your results. It’s an informative and practical guide to optimizing the customer journey.
1. Bridging the Gaps in the Customer Journey
1.1 Visualizing Milestones and Gaps
In order to bridge the gaps in the customer journey, it is essential to first visualize the milestones and gaps that exist. By mapping out the customer journey visually, either digitally or physically, you can identify the key moments and transitions that customers go through. This visualization allows you to assess what happens in between each milestone and understand what drives customer success or failure.
1.2 Designing a Pathway for Customers
Once you have visualized the milestones and gaps in the customer journey, the next step is to design a pathway that guides customers from one milestone to the next. This pathway should be strategic and cohesive, taking customers from the point where they start to the next milestone.
To design an effective pathway, evaluate the existing strategies between milestones and assess if they are strategic and tailored to each stage of the customer journey. Look for clear baton passes between milestones and ensure that the stages are designed with respect to one another. By creating a pathway that seamlessly guides customers from one milestone to the next, you can increase the likelihood of their success.
1.3 Evaluating the Existing Strategies
In order to bridge the gaps in the customer journey, it is important to evaluate the existing strategies in place between milestones. Examine what currently happens in the gaps between milestones and assess if there is a plan in place to guide customers through each individual section of their journey.
Evaluate if the current strategies are strategic based on what is known about the milestones. Determine if they effectively lead customers from one milestone to the next and if they are designed with respect to one another. Identify any areas where improvements can be made to make the experience more intentional and productive for customers.
1.4 Automation to Enhance Customer Experience
Automation can play a crucial role in enhancing the customer experience and bridging the gaps in the customer journey. By leveraging automation, you can create both an express path for customers who are ready to move quickly through the journey, as well as a contingency plan for those who need more time and handholding.
Consider where automation can be implemented to create a more seamless and robust customer experience. Automate processes such as providing login information immediately after a free trial request or following up with prospects who may need additional guidance. By using automation strategically, you can enhance the customer experience and ensure that customers are guided smoothly through each milestone.
2. Creating an Express Path and Contingency Plan
2.1 Benefits of Automation in Customer Journey
Automation can bring numerous benefits to the customer journey. By automating processes, you can remove manual bottlenecks and ensure that customers receive a consistent and efficient experience. Automation can also free up human resources, allowing your team to focus on more high-value tasks.
Additionally, automation allows for scalability and personalization. By automating processes, you can handle a larger volume of customers without sacrificing the quality of the experience. Automation also enables you to tailor the customer journey to individual needs and preferences, creating a more personalized and engaging experience.
2.2 Account for Average Duration to Bridge Gaps
When designing automation for the customer journey, it is important to account for the average duration it takes for customers to bridge each gap between milestones. Analyze data and determine how long it typically takes for customers to progress from one milestone to the next.
By understanding the average duration, you can design automation that includes the necessary touch points and interactions to ensure customers are guided smoothly through each stage. It is also recommended to multiply the average duration by 1.5 to account for customers who may need more time and handholding.
2.3 Designing Automation for Different Customer Needs
Not all customers are the same, and their needs and preferences may vary. When designing automation for the customer journey, it is essential to consider the different needs of customers and tailor the experience accordingly.
Create an express path for customers who are ready to move quickly through the journey. Provide shortcuts and streamlined processes for these customers to ensure a frictionless experience. Additionally, design automation for customers who may need more time and guidance. Implement additional touch points and personalized interactions to support these customers in their journey.
2.4 Utilizing Marketing Automation Platforms
Marketing automation platforms like Keap can be invaluable in mapping milestones, creating pathways, and implementing automation in the customer journey. These platforms provide tools and features that make it easier to design and implement automation, allowing you to enhance the customer experience and bridge the gaps between milestones.
Consider utilizing marketing automation platforms to streamline and optimize your customer journey. These platforms offer a range of capabilities, including goal tracking, sequence creation, and customer segmentation, which are essential for creating an effective pathway and delivering a personalized experience.
3. Increasing Traffic and Measuring Results
3.1 Importance of Increasing Traffic
Once you have established a pathway and implemented automation in the customer journey, the next step is to focus on increasing traffic. Increasing traffic is crucial for attracting new customers and driving more people into your customer journey.
By increasing traffic, you expand your potential customer base and create more opportunities for success. More traffic means more potential customers moving through the milestones, ultimately leading to increased conversions and business growth.
3.2 Strategies to Drive More Traffic
There are various strategies you can employ to drive more traffic to your customer journey. Consider implementing tactics such as search engine optimization (SEO), content marketing, social media advertising, email marketing, and partnerships or collaborations. These strategies can help increase visibility, attract new customers, and drive them into your customer journey.
Ensure that your marketing efforts align with the milestones and pathways you have designed. Tailor your messaging and campaigns to guide customers smoothly through the journey and entice them to progress from one milestone to the next.
3.3 Measuring and Analyzing the Results
As you increase traffic and drive more people into your customer journey, it is essential to measure and analyze the results. Monitoring the performance of your marketing efforts and the customer journey will provide valuable insights into what is working and what needs improvement.
Utilize analytics tools to track key metrics such as website traffic, conversion rates, engagement, and customer feedback. Analyze the data to identify trends, patterns, and areas of improvement. This data-driven approach will help you make informed decisions and continuously optimize your customer journey.
3.4 Continuous Improvement
The customer journey is not a static process, and it requires continuous improvement. As you measure the results and gather insights, make adjustments and enhancements to optimize the customer experience further.
Regularly reassess the milestones, pathways, and automation in place to ensure they align with customer expectations and business goals. Stay updated on industry trends, customer preferences, and emerging technologies to stay ahead of the curve and provide a best-in-class customer journey.
4. Conclusion
Bridging the gaps in the customer journey is essential for driving customer success and business growth. By visualizing milestones and gaps, designing a pathway, evaluating existing strategies, and leveraging automation, you can enhance the customer experience and ensure a smooth progression from one milestone to the next.
Creating an express path and contingency plan, increasing traffic, measuring results, and continuously improving the journey will further optimize the customer experience and maximize conversions. By prioritizing the customer journey and investing in bridging the gaps, you can build strong customer relationships and drive long-term success for your business.
