5 Disciplines of a Customer Journey

In our last newsletter we discussed The Moving COGS of the Customer Journey

the strategic, moving parts put together to create a dynamic process where value is 

created and exchanged between you and your customer. 

 

A seamless customer journey connects the disciplines of (1) marketing automation, (2) 

customer service, (3) sales, (4) product development and (5) digital communication to 

create amazing customer experiences.

 

Let’s take a broader look at these five disciplines of the Customer Journey:

 

1) Marketing Automation can involve a combination of software and sales processes 

designed to discover, capture and manage potential customers at different phases of the 

customer journey. Lead Generation, Lead Nurturing and Sales Conversion, Campaign 

Management, Customer Relationship Management, Monitoring and Optimisation are all 

commonplace in marketing automation.

 

2) Customer Service will look different depending on what you’re selling and who you’re 

selling to. Pre-sale, sale and post sales service and procedures should all be considered 

when developing your customer service process. A positive customer service experience 

can be achieved through “the right” information offered on your website or better suited to 

a professionally presented and well informed sales team in a showroom or office. 

Customer Service ensures the delivery of your brand promise from start to finish and 

should filter through your operations, products and people.

 

3) Sales looks at your transaction process. How easy is it for your customer to complete 

the transaction at each point of the customer journey? What can be done to increase the 

likelihood of purchase earlier in the customer journey? Are your sales processes 

customised for both new and existing customers?

Sales includes the effectiveness of your sales process - the back-end and daily ins and out 

of your business. Automated ordering processes, billing and invoicing, packaging and 

delivery - what is the most effective, efficient process for delivering your product or 

service? 

 

4) Product Development. Are you listening to your customer’s needs and using this 

information to adapt and grow? Are research and innovation embedded in your business? 

How are you staying relevant to your customers, your business and your industry?

 

5) Digital Communication: Targeted campaigns, SEO, online customer support, 

information sharing, social media, marketing automation, mobile sites with impact, app 

development, workflow management - digital communication possibilities are endless, but 

not all are suited to your business or your customer. Know your customer, know where and 

how they find their information, how and who they interact with - and meet them there. 

 

The dynamic and strategic combination of these disciplines will (and must) differ according 

to the needs of your customer, product, business and industry. Regardless, the customer 

journey should be designed and implemented for the sake of both your customers and 

your business. 

 

Do you have all 5 disciplines working together to create an amazing customer experience?

Do you need to review your Customer Journey?

Talk to us. We’d love to help you grow.