SMS Marketing Done Right

UNRELATED INTRO: I’m finding it increasingly amusing to document my own run-ins with various marketing tactics, and I hope that you find it interesting as well. I can’t help but laugh at myself every time I realize I’ve “fallen victim” to a marketing ploy. I feel that the least I can do is to share my experiences to prove that I’m fully aware that I’m a sucker. Anyway, on to the reason you’re here.

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It all started with a text.

It was a Monday in mid-May, the sun was high and bright, and the hunger? It was real. I was on my lunch break, running errands with good intentions of securing a healthy lunch at a local Herbalife shake shop (that I’ve just so happened to have written about previously). Suddenly, my phone chimed.

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  • Chipotle: “Treat your BF/GF/BFF to lunch with a BOGO. You can thank us later. [LINK] Expires 5/29 @ 11:59pm”
  • Me (thinking): “Huh. Too bad it’s already after noon, so most of my friends in town have already had lunch. Maybe another time, Chipotle.”

I continued on with my errands. After stopping at a fabric store to pick up a blue-jean button (since one of mine had fallen off, not at all related to my desire to eat healthier, okay, stop questioning me, whatever), I made my way to the shake shop. Upon walking up, I realized devastation: UNDER CONSTRUCTION. read the sign. No delicious, healthy shake for me today.

I weighed my other healthier options in town. Subway? Wasn’t really in the mood for a cheeseless, mayoless, soulless sandwich. Panera? Too far away to drive. Fast-food salad option? Not feelin’ wilted lettuce & soggy tomatoes today. Say screw it and get a burger somewhere? NO WAY I’M A GROWN WOMAN ON A DIET, HELLOOOO.

Then I remembered my phone in my pocket, and my brain began to reel. What if – now hear me out – I got not one, but TWO fajita bowls at Chipotle… FOR MYSELF. I know, crazy. But I could choose all the healthier options (brown rice, fajita veggies, chicken, and mild salsa, to be exact), and save the second one for lunch the next day…

Needless to say, decision = made.

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Had I not just received that SMS coupon at the absolute perfect time, would I still have gone to Chipotle? Hard to say, but I’m guessing probably not. Fortunately, Chipotle had the healthier options I was looking for, too, otherwise I may have chosen elsewhere given my goals for the day. But the text was an absolute win for Chipotle (thanks to great timing & great understanding of their audience) and really an absolute win for me and my lack of hungry friends. Thank goodness for that.

SMS marketing is most effective when you know your audience, understand their expectations, and know what kind of incentives to offer. Chipotle did just that, and it earned them a $7.04 transaction and a very satisfied customer.

Want to delve deeper into SMS marketing and find out if it’s a good fit for your business? Here are a few good reads from my favorite blog, Convince & Convert, otherwise feel free to reach out to me and we can chat about it some more!

#EmilyFayeSays

 

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A completely unpaid, raving customer experience review of DiscountFilters.com

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Think about what gets you excited every day. What is your passion? What fuels your inner fire? What do  you really care about? What really gets your wheels turning?

Let me guess: refrigerator water filters

No? That’s not it? I’m not surprised. They don’t do much to spark my interest either. I just need them once every six months or so to make sure that my water stays clean & pure. Pretty basic stuff. Pretty easy to gloss over, to even forget. Unless, that is, your buying experience is one that will stick with you forever. Which it what happened to me. Let me explain.

Phase one: research

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We have an LG refrigerator with a push-button water dispenser that we love (it’s  the little things, guys). The fridge came with our house, so when it came time to replace the water filter, we had no idea which one to get since we weren’t sure where to find the model number. What’s a millennial to do when they can’t figure something out? Google, of course.

One quick search for “LG water filters” gets me more results than expected, and I hit up the first unpaid listing (I know, marketer that I am, terrible) that appeared – the LG website. Let me tell you, I thought our fridge was newer, but as it turned out I was mistaken. I spent hours looking through LG fridge models on their site to locate mine, to no avail. It was too old.

Say it ain’t so!

Phase two: Ah-ha moment

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Ready to give up and purchase a random filter, hoping that it would work but not knowing for sure, I tried one more search on Google “LG refrigerator model search”. Against my (normally) better judgement, I clicked on a Google AdWords ad for a website called DiscountFilters.com that promised to find me my LG filter. I was wary of the site at first – usually anything with “discount” in the name makes me question it. But I forged on. (Don’t worry, this is where it gets good, I promise).

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I was brought to this page.

From there, I could select…

  • Brand: LG
  • Style: French 3-Door
  • Filter Location: Upper Right Interior
  • Removal: Twist to remove

And BOOM. I had found my filter.

In all my hours (and hours (and hours)) of online activity, I have never had a more pleasureable, easy, understanding user experience. I felt like there was a person on the other end asking me these very specific questions, and the diagrams with each question helped to further assure me that I was making the right choice. I’m telling you, even if you don’t need a water filter, go through the experience to try it yourself. It. Is. Amazing.

But that’s not even the best part.

Phase three: Cha-ching!

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For one, ONE of the same filters sold by LG on Amazon? $49.23 with free shipping.

For a three, THREE pack of these filters from DiscountFilters.com? $47.55…. with free shipping!!

You guys, I can’t make this stuff up.

Like I said before, I was wary of the word “discount” in the name of the site, but the excellent user experience had helped gain my trust, and I felt confident placing my order with them.

But wait, there’s more.

Phase four: Surprise & delight

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Within about an hour of ordering, I received a personalized email from Jon at DiscountFilters.com asking me to verify my mailing address (since I have a PO Box it gives me problems sometimes). I responded, and 5 mintues later he had sent me another email confirming and thanking me. In this day and age, I’ve come to expect my interactions – especially online – to primarily be with computers, software, automated programs, etc. So it was the cherry on top of my already delicous water-filter-heaven cake that I received a personal email – and so quickly!

As for the filters, they arrived as expected in less than a week, & have my refrigerator pumping out pure, clean water again – hallelujah!

Phase five: the aftermath

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As you can expect from a company that is clearly digitally advanced, after placing my order I received the occasional marketing email and retargeted Facebook ad. But it didn’t bother me. My experience had been so pleasant – so seamless – that I was okay with them following me around for a bit, so to speak. Their emails even include – you guessed it – more discounts!

Their effectiveness at staying top of mind for me lead me to making another purchase from them recently. I knew I wanted to order from them again, so I just Googled DiscountFilters (with my part number for my filter, which I now have written down), clicked on the first paid ad that appeared, clicked 2 more times to order my replacement 3-pack, and went on my merry way (you’re welcome, marketing analytics team at DiscountFilters.com)

Lessons learned

As a (extremely part-time) blogger & marketing nerd, I can’t resist summarizing the many valuable lessons learned from this experience. I’ll try to keep it brief…

  • UNDERSTAND THE STRUGGLE: DiscountFilters.com clearly understood that customers looking for filters probably don’t know their refrigerator model number. So they made it extremely easy to figure out. Know what your audience is struggling with, and how you can help to solve it. Simple as that.
  • TOUCHPOINTS ARE KEY: DiscountFilters.com shows up in my email, on my Facebook page, and in my Google searches, and stays top-of-mind for me when I need replacement filters. Be aware of all your customer touchpoints, and optimize each for the best experience.
  • GO ABOVE AND BEYOND: DiscountFilters.com has an auto-delivery feature you can sign up for so that you receive 3 new filters every 18 months at a fixed rate. You literally don’t ever need to think about refrigerator filters again. Unless you want to, then go for it. This unexpected feature sets them apart from others – how can you set your company apart?
  • BE A TRUSTED SOURCE: As I mentioned, I was wary at first. But clearly displayed on DiscountFilters.com are McAfee Secure, Google Trusted and BizRate Excellence badges. Trust building: initiated. The customer experience, then, put it over the top. Building trust is the first step in a long-lasting relationship (and the first step towards getting reactions like mine to your customer experience :))

I told you this was the review you didn’t know you needed. I hope you’ve learned something from it. And I hope that, if you ever need water (or air!) filters, you use DiscountFilters.com. And I assure you, this review is completely unpaid, unsponsored, un-anything except for a marketing geek documenting a really, really great experience.

For more nerdy stuff like this, subscribe to my blog or follow me on Twitter at @emilybertram3

Thanks for seeing what #EmilyFayeSays!

#FargoConnect: Top Takeaways

Ahh, Fargo, North Dakota. Home to farmers, below-zero temps, yah-you-betcha, hotdish, and… one of the best marketing conferences in the Midwest? That’s right. In a city that’s stereotyped as rural, possibly murderous and boring, an amazing conference jam-packed with big-name speakers, valuable marketing insights and thundersticks takes place once a year. It’s called:

FARGOCONNECT

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Conducted by Flint Group along with several other generous sponsors, FargoConnect seeks to bring together the best and brightest of the marketing world for a day filled with honest marketing advice, new approaches to content strategy, and just a dash of fun. Now, I might be a bit biased as a Flinster myself, but one look at the SEEN results from yesterday tells me that this event is equally as exciting and beneficial for other attendees.

There was so much to absorb at FargoConnect that it’s hard for me to narrow it down to my top takeaways. Anne Blackhurst, president of Minnesota State University Moorhead, gave an enthralling speech on how she connects with her students through social media, and it was thrilling to see an educator “speaking our language.” Andrew Scherr of LeadPages spoke about increasing conversion rates on landing pages, and his presentation was full of data that marketers cannot ignore. Daniel Lemin from Convince and Convert spoke about the online ratings environment that all businesses have been thrust into, and taught us that 25% of Yelp reviews are actually fake (!!!). And Tonya Stende of Dale Carnegie Business Group reminded us that while digital engagement is great, we can’t forget how to communicate as humans – face to face – and to really listen to one another.

But through all the great insight, there were three central themes that kept coming back up. And three of the speakers really summed them up perfectly. Here are my top three takeaways from FargoConnect:

“I believe in the power of rural America.”@AJITPAIFCC

These words were spoken by Ajit Pai, commissioner for the FCC who we were fortunate enough to have as a guest at FargoConnect. His speech was inspiring, talking about broadband connectivity and how it can bring people from all over the world together – for good. He also spoke about how bringing internet access to rural America has opened up small companies to international business, and how geographic location does not (or should not) dictate talent. Unfortunately, this perception is not widely shared by those on the coasts, but it’s exciting to see someone like Mr. Pai addressing this issue. I mean, we were in Fargo, for cripes sake!

“It’s more important to be engaged than to be engaging.” – @ERIKHATCH

This is a theme that came up again and again throughout the day, from President Blackhurst’s speech about connecting with students to Tonya’s speech about really communicating with one another. But Mr. Hatch really hit the nail on the head when he said: “Stop using social media to talk about yourself – use it to celebrate other people.” I almost stood up and cheered at this. Stop being so selfish with your social spaces! Stop trying to get others to engage with you, and instead be engaged with them! Show that you’re an authentic, real person and you can have a real conversation and actually listen. People will remember, and you will be successful.

“Honest and transparent content is the greatest sales and trust-building tool in the world. Period.”@THESALESLION

Probably the most energetic speaker I’ve every had the pleasure to witness, Marcus Sheridan was on fire during his dynamic speech about transparency in content. Trust is the number one most important thing to build with your customers – not a fancy brand, and not even the best product. When consumers trust that you’re being honest with them, they won’t want to shop anywhere else. The true ah-ha moment of his speech for me was when he talked about a blog post he wrote that promoted his competitors. Yep, you read that right. He published a post that basically said, if you decide not to buy from us, here are some other businesses we would recommend. That, my friends, is how you build trust. And that is how you grow sales. Period.

Have you ever left a conference feeling just jacked, ready to change the world with your new learnings? Yeah, me too. I’m on a FargoConnect high right now, and I can’t wait to take what I learned back to my clients and put some ideas into action. I wish I could have attended all of the breakout sessions, because I know there was some really great knowledge being shared there as well! If you want to check out more of the exciting things that happened at FargoConnect, check out the hashtag on Twitter and Instagram. And if you were at the conference, please feel free to share your top takeaways and/or favorite moments! I would love to hear from you.

Thank you for checking out what #EmilyFayeSays!

P.S. If you can’t tell, I just learned how to embed tweets in my blog, and I’m obsessed. You will be seeing more of that here!

August LMM Spotlight: Threads Resale Boutique

*This is the second in my monthly series, Local Marketing Masters Spotlight, where I highlight local businesses that are doing something really cool with their marketing. If you have suggestions for my next one, please contact me!*

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When you’re a college freshman, trying to carve a new place for yourself in the world, working to establish your own style, dressing well is a must. So you might just fool yourself into thinking that you need to spend every last dollar of your already miserly paycheck on brand new Buckle jeans and American Eagle tank tops. News flash: Not. Necessary. Why? Thanks to local stores like:

THREADS RESALE BOUTIQUE

How I Heard

I must admit, when I first heard of Threads, I was (like I mentioned) a college freshman, skeptical of “secondhand clothes.” Someone else’s wardrobe? Why would I pay money for that? However, a year or so after graduation I started attending networking events in the St. Cloud area, and I met a local retail shop owner: Kim. She had just started an (adorable) boutique called Evelie Blu Boutique that I had recently become obsessed with, so when I met her I wasted no time in singing my praises.

That was when I found out that she was also the owner of Threads. As I got to know her and her other store better I thought, I should really give Threads a try, since I love Evelie Blu so much. Turns out, it was a great decision. Ahh, the power of networking.

Who they are

This high-end, well organized store buys your gently used name brand clothes and resells them. Not really a revolutionary concept, but at Threads, it’s done really, really well. The clothes they take in are high-quality – they aren’t just some teen’s cleaned out bottom drawer of faded, overused articles. So it’s entirely possible that clothes you buy at Threads will last just as long as brand new pieces you might buy elsewhere. Which. Is. Awesome.

Threads will purchase your gently used, fashionable clothing items and then resell them at an affordable price. You can either opt to be paid in cash, or to be paid in store credit and get 20% more back for your items. They also have a prom dress resale program that I totally wish had been around when I was of prom age, where you can sell your old prom dresses on consignment through the store.

What they do well

  • Threads excels at being relevant. When your target audience is college-aged women interested in affordable fashion, you have to make sure your messaging is in line with theirs. That’s where their social media skills come in. With posts like #OOTW (outfit of the week), #reThread (where they copy a celeb’s outfit with clothes from the store), and #NewMerchMonday (highlighting new items they’ve recently gotten in), fashionable young women can’t help but follow. So relevant.

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  • threads3They know their target audience is
    cheap. Let me rephrase, they know
    their target audience is budget-conscious. So they make it easy to fine more ways to save. They have a punch card program to receive awards as you spend money at Threads. It keeps you coming back, and reminds you that they appreciate and want to reward you for your loyalty.
  • Threads knows how to reach their audience where they are – and does so in a non-intrusive fashion. They could easily send out an email daily, or even weekly – but that’s not the case. Instead, emails only come maybe twice a month, and each time I WILL read it. I always think to myself: “Are there deals in here? There must be, because they don’t send these that often.”

<<<< For example, this email right here caused me to go into Threads that day and buy a pair of pants for $3 (not to mention 2 tops and a skirt that were not on sale…)

 

  • On top of all the marketing and advertising techniques that I love, the girls who work there are what really keep me coming back. Friendly, fashionable and extremely helpful, I look forwards to walking in the door. Whether it’s helping me piece together an outfit or chatting with me about which dress I look better in, they never disappoint me with their customer service.

What it (likely) cost them

If one thing is true with effective marketing, it’s that often it takes more time than money to really be successful. Such it the case with Threads. Their social media presence makes that evident. It takes time to put together outfits from the store, to find celebrity outfits to compare to, and to actually go out and post these items on the various social channels they use. Combine that with the printing of their loyalty cards and writing/designing & using email (which I discovered is through Constant Contact) and you’re looking at maybe $1,000 – $2,000 a year. The real value of their marketing lies in dedicated, knowledgeable employees who live and breathe the Threads brand and promise. That doesn’t have a price tag.

Threads Resale Boutique is proof that businesses can be successful on a limited marketing budget, and that’s just one of the reasons I love them. I am a bargain hunter at heart, so places like Threads are near and dear to me. As a loyal fan, I will continue to look forwards to social media posts, rack up my loyalty card punches, and get excited over email offers.

#EmilyFayeSays 🙂

July LMM Spotlight: Waite Fusion

*This is the first in my new monthly series, Local Marketing Masters Spotlight, where I highlight local businesses that are doing something really cool with their marketing. If you have suggestions for my next one, please contact me!*

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Diet fads. They’re literally everywhere. Pills, shakes, bars, cleanses, meal plans, supplements, powders – the list goes on and on. But what do these various forms of weight loss plans have in common? They’re all expensive. And with only a select few actually being effective, it’s hard to know which one to trust.

Enter: Waite Fusion

Call me naive, but until recently I’d never heard of “Herbalife Shake Shops.” I’d always thought the only way to try the weight loss shake program was to purchase the (expensive) mix and experiment with recipes on your own. Turns out, Waite Fusion will do that for ya!

How I heard

I first found out about Waite Fusion at a St. Cloud Chamber of Commerce event called Chamber Connection. One of the women who work at Waite Fusion, Amy, was attending for the first time, and we started chatting. I asked her what Waite Fusion was – having no clue – and she offered me a coupon to come try a shake for free. I’m fairly familiar with many diet trends, including shakes, so I was excited to give it a shot sometime. Plus, her outgoing, friendly personality was a draw for me. One day at work when I didn’t pack a lunch, I decided to try it.

Who they are

Waite Fusion itself is located in a tiny blue house-turned-shake-shop on a busy main road in St. Cloud, close to downtown and St. Cloud State University. From the moment you walk in, customer experience is at the forefront. The music is always bumpin’ happy tracks, the young women who work there are extremely friendly and helpful, and the decor is half college dorm half vintage shake shop. Waite Fusion offers 37+ different Herbalife shake flavors and you can purchase them for $7 a piece. The 16oz shake is meant to be a meal replacement, and also includes a “shot” of aloe and a small iced tea. There are also options to start your own Herbalife journey with one of the coaches, if you’re interested in that, but you’re not obligated to.

What they do wellwf4

  • The first piece of marketing was apparent before I even entered the shop. The coupon that Amy gave to me to try a free shake wasn’t the most beautiful thing I’d ever seen, but it was perfectly informative. It got three immediate points across: Nutritional – not ice cream. Free – no obligation. And Location – very specific directions. Simple and to the point, this is proof that less is more.
  • I eluded to this next one above: Customer. Experience. From the moment I met Amy until I bought my first shake, (and one of the reasons I keep going back) Waite Fusion made my quick lunch stop an experience to enjoy. No pressure to purchase the whole Herbalife system. No hesitation or judgement if you ask questions. Just a pleasant experience that leaves you feeling like you’ve got a new group of friends.
  • When I got my first Waite Fusion shake, it was a rainy, dreary day. I opted for the cherry-dipped-cone flavor (yes, that’s right) and was pleasantly surprised when I received my simple, Styrofoam cup. A colorful message. “Be someone’s sunshine today.” Hand-written in Sharpie. So simple. So affordable. And so, SO effective. Because, as a millennial, can you guess what I did next? That’s right, I Instagrammed a picture. And you know what happened after that? I had about 5 different people ask me about it. And about a week later? Waite Fusion had at least 2 new customers.
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Not only that, but on a large chalkboard “Selfie Station” at Waite Fusion, they have written #WFShakeSelfie – encouraging people to take a selfie with their shake. And when you’ve got a cute message on it plus you get to humble-brag about being healthy, why wouldn’t you?!

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PLUS they’ve started to also use the cups as a way to message their customers – for example the below cup from my visit the other day. What a simple, affordable way to communicate with an already engaged audience. 

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  • Besides the delicious, healthy shakes and the fun, friendly atmosphere, you know what else keeps me coming back to Waite Fusion? Their rewards program. For every shake you buy, you get a point, and for everyone you refer to Waite Fusion, you get two points. Simple enough, but how is that unique from the million bajillion other places that offer rewards programs? Glad you asked. They use the FiveStars points program, which is tied to a mobile app. Every time you visit WF, you just scan your card at the counter, and the points you’ve earned are reflected in your app. Also, the app pushes out messages to users like “Try our new shake flavor!” or “Double-points today!” or things like that. It’s like an SMS program without being an annoying SMS program. And I love it.

What it (likely) Cost Them

I will preface this by saying I do not know if they worked with an agency/partner on strategy, so I can’t estimate that cost, but I will say that the efforts listed above are likely not over a $2,500 investment, at most. The coupons? Probably designed, printed and cut in house. The writing on cups? Um, what’s the going rate for a pack of Sharpies these days…? And the FiveStars program likely has a monthly fee that they pay to take part in, and is where the bulk of my estimate stems from. Oh, and the customer experience? That’s less about investing in marketing and more about investing in the right people to make it happen. So basically, priceless.

I am a loyal Waite Fusion customer. I do not do Herbalife in my own time, nor do I have an interest in starting, but I do love the product. And about once a week or so, I indulge in the product, because I love this company that is selling it. Using your resources wisely and engaging consumers intelligently pays off, and Waite Fusion is proof of that.

#EmilyFayeSays

Local Marketing Masters Spotlight

Hello! Long time no chat! I wish I had a valid excuse for why I’ve been absent from blogging, but truthfully I just hit a topic wall. HOWEVER, thanks to a recent trip to a local business, I’ve got a new idea to run with. Introducing:

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I intend to write once a month about a different business in the St. Cloud, MN area that is doing really well in some aspect(s) of marketing. Specifically, I hope to show other small businesses that, even if you can’t afford a multimedia campaign, you can still be really successful in your marketing if you’re strategic.

The other fun part? I’m looking for your input! Have you had a really positive interaction with a local business? Have you seen some kind of marketing material from a local business and thought: “now that’s innovative”? Well then, please share! I’d love your feedback on other local businesses that are killing it with their marketing. Let me know!

#EmilyFayeSays

Customer Experience: The Basics

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In case you haven’t heard me obsess about it before, I’m a Jay Baer/Convince & Convert addict. Jay and his team are the definition of social media pros. From content to digital media and everything in between, they are my go-to resource for any questions or curiosities I have in relation to social media, content, or PR.

One of Jay’s many content streams are his #JayToday videos, in which he spends 3 minutes chatting about a topic every weekday. I recently viewed this video by him, and it sparked some thoughts in me. Especially the quote, “If it requires 5 steps to do this today, how can we make it 4 steps. And then how can we make it 3.” That is the core of…

CUSTOMER Experience 

A great customer experience is essential in setting your company apart from the clutter. But before we get too far, let’s define “customer experience.”  To aid in this, a quote from the Harvard Business Review:

Companies have long emphasized touchpoints—the many critical moments when customers interact with the organization and its offerings on their way to purchase and after. But the narrow focus on maximizing satisfaction at those moments can create a distorted picture, suggesting that customers are happier with the company than they actually are. It also diverts attention from the bigger—and more important—picture: the customer’s end-to-end journey.

Customer experience is less about optimizing individual pain-points within a customer’s interaction with a brand and more about the overall journey. Hence,

Customer Journey Mapping

A customer journey map is literally a diagram that illustrates the various steps that your customers go through in engaging with your company. It can range from product to online to retail or anything in between – and it covers everything. The more complex your process is, the more difficult to create but important this tool will be.

Let’s think about an example of this in the banking industry, specifically at the process of signing up for a new checking account at a brand new bank. Where are some possible touchpoints in this process?

  • Performing online research on the bank
    • Comparing one bank’s website appearance to others
  • Navigating the website to find account information, locations, rates, contact info, etc
    • How easy is the site to navigate?
    • How many clicks?
    • *This comes back to User Experience
  • Sending an email to the bank
    • How long will they wait for a response?
    • Is an automated response sent?
    • Do they receive a phone call after sending an email?
  • Calling the bank
    • Who answers? (loan officer, receptionist, teller, etc.)
    • What is the process for transferring them to the right person?
  • Visiting the actual bank

The list could go on and on. Journey Mapping allows us to display all of the touchpoints with a consumer in one easy format, so that we can identify pain-points, perhaps like these:

  • The need to call to set up an account – can’t I just do it online?
  • The absence of a free checking account – what if I don’t want one with a minimum balance requirement?
  • Complexities in the website design (User Experience) is the website difficult to navigate?
  • If/when I do call the bank, how long am I on hold? Or what is the automated answering machine like to navigate? How much information do I have to give to whomever I’m speaking with?

It’s important to remember while doing customer journey mapping what the customer is likely feeling/thinking at each touchpoint.

So what does the customer journey map actually look like? Here’s a beautiful example from my company, Flint Group, that details the customer journey of filling up with gas:

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As you can see, this journey map takes into account Justin’s thought process, what he encounters throughout the experience, and how it affected him (ie. what the pain-points were). That’s not to say that every customer will go through this same experience, and that’s why it’s important to develop those audience personas, like Justin.

As you can see, customer journey mapping can unveil serious sticking points within your customer experience process, as well as highlight what you’re doing really well already. Try it out for your organization – and share what you discover!

#EmilyFayeSays