Customer Experience and Engagement 

You send invoices, your colleague in Marketing sends out promotions, someone in Customer Service sends a newsletter. Here’s why unifying these sends in a Journey Map is important and how it can further engage customers. 

When you think about all the communications you deliver, these are only a few examples. When these communications are not cohesive, it presents the customer with a disjointed experience of your brand. Customer communications are all about unification. You want to present a perfectly unified front to customers, to make it easier for them to connect with your brand.  

That’s the goal of every customer journey, so it’s almost astonishing how enterprises have only just begun to adjust their processes accordingly: bringing people in from outside your business requires you to bring people together internally.  
Engage customers by unifying the brand 

It’s important to provide a consistent customer experience across the board. Customers don’t want to shift gears every time they open a letter or an email from you. You want to instill confidence in the brand, keep customers engaged the whole way between departments, whether the conversation is financial, promotional, or something else entirely. 

When you build a Customer Journey, an underlying goal should always be to establish these separate communications as a unit. You observe the customer relationship from beginning to end as one holistic transformation with different checkpoints. This means that your brand can be represented as a unit, customer feedback is clear and immediate, and the customer journey can be viewed as a singular unit as well. 

Feedback is more positive 

The more engaged customers are, the more willingly they will provide feedback on their experience. As you are also following them more closely along the customer journey, you have an opportunity to track their decision making process. Did you share the right content at the right time in their path? Were they ready for that phone call? 

You will never know unless you map it out and observe the interactions. Once you have observed customer preferences in greater detail, you are able to more readily fulfill their exact wishes. 

Better understand their customer needs along the way 

Unifying your document deliveries along a Customer Journey map can help you see the customer relationship from different vantage points. This can give your whole organization a firm, collective grasp on who they are speaking to, and what needs have to be met. Take advantage of the complementary nature of your departments by letting one customer need inform others, across the organization.  

You can even begin predicting needs, based on customer profiles over time. You optimize the customer experience based on what you have learned from both their active feedback, and their activity in the journey. See what they click on, and when, and if the journey goes otherwise than predicted, simply adapt! 


If you want a full portrait of the customer, the customer must see the full portrait of you. Both customers and businesses can benefit from each other by framing their relationship as a journey, and learning what they can every step of the way.  

Your team can work together to present a united front, leaving no surprises for the customer – in turn, the customer’s journey should be no surprise to you!