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C├│mo a├▒adir valor a tu Customer Journey

03 OCT. 2022
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C├│mo a├▒adir valor a tu Customer Journey

¿Qué es Customer Journey?

 

El Customer Journey es el camino que recorre un usuario a lo largo de los diferentes puntos de contacto e interrelación con las marcas utilizando diferentes canales digitales. El concepto de Customer Journey está muy de moda en el mundo del Marketing Online, en un entorno cada vez competitivo donde las marcas tratan de personalizar la experiencia de los usuarios desde su primera interacción con la marca hasta la conversión a venta o incluso hasta fases de retención (o fidelización).

La versión teórica del Customer Journey que conocemos con sus etapas  (Alcance, Adquisición, Engagement, etc…) se materializa en cada empresa con una serie de interacciones que tiene la marca con los usuarios mediante distintos canales.

 

¿Por qué es importante optimizar el Customer Journey de tu negocio?

 

Definir y mapear el Customer Journey de tu negocio te va ayudar a entender y optimizar la experiencia del cliente durante todo su ciclo de vida. Diseñar un Customer Journey para tu negocio es sinónimo de empatizar con tus usuarios y tratar de entender lo que desean en cada etapa del proceso. Para construir tu Customer Journey, tienes que averiguar cuáles son los momentos y lugares que más impactan en las decisiones de los usuarios y preparar las estrategias ideales, con los mensajes adecuados y mediante los canales de comunicación adecuados. 

 

¿Cómo las notificaciones Push pueden aportar valor a tu Customer Journey?

Para poner las cosas en perspectiva y entender las ventajas de las notificaciones push frente a otros canales tradicionales, os invitamos a leer esta otra publicación en nuestro blog. Las notificaciones push ofrecen numerosas ventajas que hacen de ellas un elemento indispensable dentro de vuestro Customer Journey (son seguras, automatizadas, eficaces y personalizables, etc,) .

 

Dependiendo de la fase en la que se encuentra el usuario, los canales que se suelen priorizar varían mucho. Veamos como el canal de notificaciones push es idóneo para combinar con otros canales tradicionales dentro de vuestros Customer Journeys.

 

  • Típicamente, en la fase inicial del journey (alcance, adquisición), los canales por los que los usuarios suelen interactuar por primera vez con la marca suelen ser las campañas en buscadores (SEM y SEO), las campañas de social Ads o unas Landing Pages. Pues bien, en esta fase de “Awareness”, el canal Push es idóneo para enganchar a los usuarios que visitan vuestra web por primera vez. Al usuario que aterriza por primera vez en vuestro site se le ofrece la posibilidad de recibir notificaciones push mediante un mensaje “prompt nativo” y, en el momento que lo acepta, pasa a formar parte de vuestra audiencia para vuestras próximas campañas Push.

 

  • Una vez en las fases de engagement y de consideración, los usuarios empiezan a interactuar con la página web del anunciante más a menudo, con su blog, con su newsletter o con campañas de emailing. En esta fase, las notificaciones Push son ideales ya que permiten notificar a vuestros usuarios sobre nuevas promociones, nuevas publicaciones en vuestro blog o cualquier otra noticia relevante para vuestra audiencia. Para muchos clientes, de forma muy rápida, el canal push se convierte en una de las principales fuentes de tráfico tanto para su web como para su aplicación.

 

  • Por último, en las fases de conversión y retención, normalmente el usuario interactúa con el proceso de check-out de la web, con campañas de retargeting, con emails, SMS’s. Aquí de nuevo, las notificaciones push os pueden ayudar a dar un salto en cuanto a personalización de las comunicaciones y en cuanto a volumen de conversiones.

    En primer lugar, os invitamos a configurar cuanto antes campañas de retargeting con notificaciones push para invitar a los usuarios que no han terminado el proceso de compra o han abandonado un carrito.

 

Por otro lado, para los clientes existentes de la marca, las notificaciones permiten personalizar la experiencia de usuario a un nivel que no pueden alcanzar los canales tradicionales. Por ejemplo, permiten notificar a los usuarios sobre el estatus de su pedido o avisar a los clientes más fieles de la marca sobre un próximo lanzamiento o una promoción.



Crea una conexión personalizada con iurny 

 

El identificador único por usuario, implementado por iurny, permite la personalización máxima de la comunicación: enviar un mensaje relevante a la persona correcta, en el momento oportuno a través del canal óptimo.


Optimiza la experiencia de usuario, aumenta su satisfacción y consigue una mayor tasa de conversión.

Personaliza tus mensajes con cada cliente según las variables de su perfil y la información obtenida con su comportamiento en la app y en la web. Nosotros analizamos y tú conocerás mejor al cliente, así serás capaz de enviar mensajes relevantes con mayor éxito.

Implementa TEST A/Bs en iurny: nuestra consola te permite elegir / diseñar 2 tipos de campañas para que impactes a tus clientes de forma variada, y de esta forma comparar su comportamiento y aplicar estos resultados a futuras campañas. Así tu cliente estará satisfecho con la comunicación recibida e interactuará con la marca de una manera más fluida y mejorando la experiencia de usuario.

 

Casos prácticos:

 

El Customer Journey es único para cada organización y uno de los pilares en los que se fundamenta su éxito empresarial. Aún así, existen casos prácticos frecuentemente usados en la mayoría de sectores y que resultan determinantes para atraer, comunicar y fidelizar a los usuarios:

1- Alta de servicio: Da la bienvenida al nuevo usuario para que tenga sentimiento de pertenencia exclusiva a una comunidad con beneficios y un compromiso de transparencia y garantía con el tratamiento de sus datos. 

 

2- Compra de producto: Informa al cliente de cada paso del proceso de compra (pago efectuado, envío, entrega, devoluciones). El sentimiento de confianza del cliente es clave para la realización de la compra. 

 

3- Eventos: Envía mensajes ante eventos determinados teniendo en cuenta espacios físicos, llamadas telefónicas e interacciones a través de cualquier canal digital entrante y saliente. 

 

4- Calendario: Las fechas son motor de gran parte de las acciones de marketing bien sea por efemérides concretas (cumpleaños, días festivos, etc.) o por eventos establecidos (temporada de rebajas, vuelta al cole, Navidad, etc.). 

 

5- Retargeting: La recuperación de carritos abandonados es fundamental para el aumento de compras. Mejora la comunicación en los puntos más débiles del proceso. 

 

6- Random Paths: Establece cross-channel journeys diferentes atendiendo a las diferentes características, intereses y comportamiento de los usuarios.

Related topics: Customer Journey
Categories
Blog

How to add value to your Customer Journey

03 OCT. 2022
La imagen no se ha cargado correctamente

How to add value to your Customer Journey

What is Customer Journey?


The Customer Journey is the path a user takes through the different points of contact and interaction with brands using different digital channels. The Customer Journey concept is very fashionable in the world of Online Marketing, in an increasingly competitive environment where brands try to personalise the user experience from their first interaction with the brand to the conversion to sale or even to retention (or loyalty) phases.

parts customer journey


The theoretical version of the Customer Journey that we know with its stages (Reach, Acquisition, Engagement, etc…) is materialised in each company with a series of interactions that the brand has with users through different channels.


Why is it important to optimise the Customer Journey of your business?

 


Defining and mapping the Customer Journey of your business will help you to understand and optimise the customer experience throughout their lifecycle. Designing a Customer Journey for your business is synonymous with empathising with your users and trying to understand what they want at each stage of the process. To build your Customer Journey, you need to find out which are the moments and places that have the most impact on users’ decisions and prepare the ideal strategies, with the right messages and through the right communication channels. 

How can Push Notifications add value to your Customer Journey?

To put things in perspective and understand the advantages of push notifications over other traditional channels, we invite you to read this other post on our blog. Push notifications offer numerous advantages that make them an indispensable element of your Customer Journey (they are secure, automated, effective and customisable, etc.).

 


Depending on the stage the user is in, the channels that are prioritised vary greatly. Let’s see how the push notification channel is ideal to combine with other traditional channels within your Customer Journeys.

 


Typically, in the initial phase of the journey (outreach, acquisition), the channels through which users usually interact for the first time with the brand are usually search engine campaigns (SEM and SEO), Social Ads campaigns or Landing Pages. Well, in this “Awareness” phase, the Push channel is ideal for engaging users who visit your website for the first time. The user who lands for the first time on your site is offered the possibility of receiving push notifications via a “native prompt” message and, as soon as they accept it, they become part of your audience for your next Push campaigns.

Once in the engagement and consideration phases, users start to interact with the advertiser’s website more often, with your blog, newsletter or emailing campaigns. At this stage, push notifications are ideal as they allow you to notify your users about new promotions, new posts on your blog or any other news relevant to your audience. For many customers, very quickly, the push channel becomes one of the main sources of traffic for both their website and their application.


Finally, in the conversion and retention phases, the user usually interacts with the check-out process of the website, with retargeting campaigns, with emails, SMS’s. Here again, push notifications can help you to make a leap in terms of personalisation of communications and in terms of volume of conversions.

First of all, we invite you to set up retargeting campaigns with push notifications as soon as possible to invite users who have not completed the purchase process or have abandoned a cart.


On the other hand, for the brand’s existing customers, notifications allow you to personalise the user experience to a level that traditional channels cannot achieve. For example, they can notify users about the status of their order or alert a brand’s most loyal customers about an upcoming launch or promotion.

 

Create a personalised connection with iurny 

The unique identifier per user, implemented by iurny, allows for maximum personalisation of communication: sending a relevant message to the right person, at the right time through the optimal channel.


Optimise the user experience, increase user satisfaction and achieve a higher conversion rate.

Personalise your messages to each customer according to the variables of their profile and the information obtained from their behaviour in the app and on the web. We analyse and you will get to know the customer better, so you will be able to send relevant messages with greater success.

Implement A/B Tests in iurny: our console allows you to choose / design 2 types of campaigns so that you can impact your customers in a varied way, and thus compare their behaviour and apply these results to future campaigns. This way your customer will be satisfied with the communication received and will interact with the brand in a more fluid way and improving the user experience.

Case studies:

The Customer Journey is unique to each organisation and one of the pillars on which your business success is based. Even so, there are practical cases that are frequently used in most sectors and which are decisive in attracting, communicating and building user loyalty:

1- Service registration: Welcome the new user so that they have a feeling of belonging exclusively to a community with benefits and a commitment to transparency and guarantee with the treatment of their data.

2- Product purchase: Inform the customer of each step of the purchase process (payment, shipping, delivery, returns). The customer’s feeling of confidence is key to making the purchase.

3- Events: Send messages before specific events taking into account physical spaces, phone calls and interactions through any incoming and outgoing digital channel.

4- Calendar: Dates are the driving force behind a large part of marketing actions, whether for specific events (birthdays, holidays, etc.) or established events (sales season, back to school, Christmas, etc.).

5- Retargeting: The recovery of abandoned carts is fundamental to increase purchases. Improve communication at the weakest points of the process.

6- Random Paths: Establish different cross-channel journeys according to the different characteristics, interests and behaviour of users.

Related topics: Customer Journey
Categories
Blog

How to add value at every stage of the customer journey with push notifications

31 MAR. 2022
La imagen no se ha cargado correctamente

How to add value at every stage of the customer journey with push notifications

What is Customer Journey?

The Customer Journey is the path a user takes through the different points of contact and interaction with brands using different digital channels. The Customer Journey concept is very fashionable in the world of Online Marketing, in an increasingly competitive environment where brands are trying to personalise the user experience from their first interaction with the brand to conversion to sale or even to retention (or loyalty) phases.

parts customer journey

The theoretical version of the Customer Journey that we know with its stages (Reach, Acquisition, Engagement, etc…) is materialised in each company with a series of interactions that the brand has with users through different channels.

Why is it important to optimise the Customer Journey of your business?

Defining and mapping the Customer Journey of your business will help you to understand and optimise the customer experience throughout their lifecycle. Designing a Customer Journey for your business is synonymous with empathising with your users and trying to understand what they want at each stage of the process. To build your Customer Journey, you need to find out which are the moments and places that have the most impact on users’ decisions and prepare the ideal strategies, with the right messages and through the right communication channels. 

How can Push Notifications add value to your Customer Journey?

To put things in perspective and understand the advantages of push notifications over other traditional channels, we invite you to read this other post on our blog. Push notifications offer numerous advantages that make them an indispensable element in your Customer Journey (they are secure, automated, effective and customisable, etc.).

Depending on the stage the user is in, the channels that are prioritised vary greatly. Let’s see how the push notification channel is ideal to combine with other traditional channels within your Customer Journeys.

  • Typically, in the initial phase of the journey (reach, acquisition), the channels through which users usually interact for the first time with the brand are usually search engine campaigns (SEM and SEO), Social Ads campaigns or Landing Pages. Well, in this “Awareness” phase, the Push channel is ideal for engaging users who visit your website for the first time. The user who lands for the first time on your site is offered the possibility of receiving push notifications through a “native prompt” message and, as soon as they accept it, they become part of your audience for your next Push campaigns.

  • Once in the engagement and consideration phases, users start to interact with the advertiser’s website more often, with your blog, newsletter or emailing campaigns. At this stage, push notifications are ideal as they allow you to notify your users about new promotions, new posts on your blog or any other news relevant to your audience. For many customers, very quickly, the push channel becomes one of the main sources of traffic for both their website and their application.

  • Finally, in the conversion and retention phases, the user usually interacts with the check-out process of the website, with retargeting campaigns, with emails, SMS’s. Here again, push notifications can help you to make a leap in terms of personalisation of communications and in terms of volume of conversions. 

First of all, we invite you to set up retargeting campaigns with push notifications as soon as possible to invite users who have not completed the purchase process or have abandoned a cart.

On the other hand, for the brand’s existing customers, notifications allow you to personalise the user experience to a level that traditional channels cannot achieve. For example, they can notify users about the status of their order or alert a brand’s most loyal customers about an upcoming launch or promotion.

Create a personalised connection with iurny 

The unique identifier per user, implemented by iurny, allows for maximum personalisation of communication: sending a relevant message to the right person, at the right time through the optimal channel.

Optimise the user experience, increase user satisfaction and achieve a higher conversion rate.

Personalise your messages to each customer according to the variables of their profile and the information obtained from their behaviour in the app and on the web. We analyse and you will get to know the customer better, so you will be able to send relevant messages with greater success.

Implement A/B Tests in iurny: our console allows you to choose / design 2 types of campaigns so that you can impact your customers in a varied way, and thus compare their behaviour and apply these results to future campaigns. This way your customer will be satisfied with the communication received and will interact with the brand in a more fluid way and improving the user experience.

Case studies:

The Customer Journey is unique to each organisation and one of the pillars on which your business success is based. Even so, there are practical cases that are frequently used in most sectors and which are decisive in attracting, communicating with and building user loyalty: 

1- Service registration: Welcome the new user so that he/she feels a sense of belonging exclusively to a community with benefits and a commitment to transparency and guarantee in the treatment of his/her data. 

2- Product purchase: Inform the customer of each step of the purchase process (payment, shipping, delivery, returns). The customer’s feeling of confidence is key to making the purchase. 

3- Events: Send messages before specific events taking into account physical spaces, phone calls and interactions through any incoming and outgoing digital channel. 

4- Calendar: Dates are the driving force behind a large part of marketing actions, whether for specific events (birthdays, holidays, etc.) or established events (sales season, back to school, Christmas, etc.). 

5- Retargeting: The recovery of abandoned carts is fundamental to increase purchases. Improve communication at the weakest points of the process. 

6- Random Paths: Establish different cross-channel journeys according to the different characteristics, interests and behaviour of users.

Related topics: Customer Journey Push Notifications strategy