Should Social Media Affect Your Customer Journey Map?
October 17, 2017
If you’ve been keeping up with the blog, you know how passionate we are when it comes to mapping out the customer journey. With the right data in your corner, your customer journey map should provide both a micro and macro view of the customer-to-business relationship. Inflated terms and office politics often get in the way of getting every area of your business on board with sharing consumer insights cross-functionally- but with the right tools, you don’t need permission to connect the dots.
You can start by zooming out for a broad understanding of the journey someone takes when social media is where they initiate contact with your brand and vice versa. In addition, you’ll be able to see how much of a role social media actually plays in consumer behavior throughout the duration of their relationship with your company. You might be surprised at what you find!
For instance, we always find that businesses are shocked at how many people are leveraging their social media channels for support, rather than going the traditional route of calling or going to the store to speak to someone.
Often times, customers will ask questions on social media before making a decision. They may not directly tag your company, but finding trends in the types of information they’re looking for can help shape the way you talk to them in your materials at an awareness level.
Customers will also reach out on social when they already have a relationship with your company with an inquiry or a complaint. By tracking these inquiries and complaints, you’ll start seeing how they may have affected the customer’s decisions or perception of your brand afterward.
Social media is also an awesome way to investigate the keywords and terms people are associating with your brand or industry. Even better, with the right tools, you’ll be able to gather demographic information to better segment which groups of people use what terms when referring to your company. This will help you to prioritize keywords based on persona and place in the customer journey. It will also better inform alternative keywords to use in future content.
Do you see a theme here? Not only does social media have direct impact on the customer journey, it also has enough stake in the game to affect the customer regardless of their place in your journey map. It also provides the types of insights that are necessary to proactively shape a plan that addresses consumer concerns before, during and after their relationship with you. Connect with social media stakeholders in your company to see what kind of insights you can get started with. Better yet, take our Clarabridge Engage Engagement Grader to see where you stand.
Denasia Pinkard, the Content Marketing Manager at Clarabridge, is responsible for the production of all content from concept to execution. With over 10 years of writing and editorial experience, her specialty lies in communicating the value of seamless customer experiences. She has a BA from Morgan State in Telecommunications, and an MA from UMUC in International Marketing Management. Follow Denasia.