Adjusting Tactics Based on Customer Feedback 
The journey to customer advocacy involves knowing customer needs as they stand, but also tracking them as they change. Today, you can easily take what you know about each customer and plan how you will engage them. That’s building a customer journey, covered earlier in this series (we also previously discussed the customer journey and its role in forming customer experience). 

In this post, we dive a little deeper, switching from mapping out the customer journey to actually adapting to the customer’s real-time journey: what happens once they begin to interact? 

Action and Reaction  

Customer engagement is a process of constant action and reaction. You call, the customer responds. But is it really that simple? 

Customers need engaging material to respond to, something which also needs to be considered when mapping out the initial journey. Sometimes, you might have a customer figured out, but this is not always the case. The customer journey allows you to see how the journey map plays out once put into effect. You see how the customer reacts to your communications, and you adjust your style accordingly until you find a fit.  

The customer journey is not merely a look at data, but a study of customer motivations based on who they are, where they are, how they relate to your company, and other factors. You can view the customer journey broadly from beginning to end, or you can also look at customer behavior at each touchpoint – not only the ones you mapped out, but the ones they created. Customers may request support, subscribe to newsletters, and request quotes, all without prompt, and all of these moments are documented in the journey.  

You can also be notified of how a customer responds to a call to action, and in some cases, even assess contextual information about the interaction: exactly how pleased or displeased was the customer with the timing/content of your last message? How excited are they to move forward? 

The More You Learn 

It is important to find the customer’s ideal communication style quickly, remembering that the goal is to keep them engaged and buying from you. The process of constant “act-and-react” should not be mistaken for constant “trial-and-error” (although there will be some error), because you get a limited amount of tries. So how do you actually get a good read on what a customer wants? 

The right approach to a customer journey is to accumulate knowledge over time through a Customer Engagement Management (CEM) platform for a clear picture of who the customer is. Predicting their needs does not have to be a guessing game -- you can inform your customer engagement strategy by having a clearer, more comprehensive view of past interactions with individuals or segments of customers. Instead of looking at which touchpoint was effective and which was not, you pay attention to how it was effective or not, looking at big-picture patterns of behavior. With the customer journey, the future could very well be a reflection of the past. 

Till the End of Time 

The bigger your portrait of the customer, the more likely you are to get them right. The beauty of getting the customer right is that it only generates more opportunities for you to engage them effectively. With communications now more important than ever to your business strategy, an ongoing correspondence should be viewed directly in line with customer retention.  

Today, the attention of customers translates to higher profits, much the same as the time they spend experiencing your service or buying your product. Thinking of these things in parallel is a complete, contemporary vision for business growth. It acknowledges the importance your brand, your service, your customers, and what they communicate to each other.  

With a Customer Journey through a Customer Engagement Management (CEM) solution you can assign proper value to your business communications by allowing you to improve them over the entire length of a customer relationship.