{"id":1159,"date":"2018-05-03T14:08:36","date_gmt":"2018-05-03T18:08:36","guid":{"rendered":"https:\/\/blog2wrkdev.wpenginepowered.com\/customer-journey-digital-age\/"},"modified":"2026-09-29T06:42:04","modified_gmt":"2026-09-29T10:42:04","slug":"customer-journey-digital-age","status":"publish","type":"post","link":"https:\/\/blog2workato.wpengine.com\/customer-journey-digital-age\/","title":{"rendered":"Rethinking the Customer Journey in the Digital Age"},"content":{"rendered":"\nIn 2018, most companies are familiar with the concept of the customer journey: the process of selection, from brand awareness to making a purchase and becoming a repeat buyer. For the past ten years, this journey has become increasingly digital. Potential customers interact with your business via social media, websites, email marketing, and more.\n\nOverall, businesses have jumped at the chance to engage with customers via new these new mediums. But weaving these new channels into an effective, cohesive customer journey built for the digital age can be challenging. Here are three key ways you need to rethink the digital customer journey in order to build brand awareness, increase conversions, and cultivate lasting customer relationships.\n\n<em><span style=\"font-weight: 400;\">Related: <a href=\"https:\/\/www.workato.com\/the-connector\/what-is-customer-360\/\">Customer 360 challenges to keep in mind<\/a><\/span><\/em>\n<h3>1) Your customers are digital, too.<\/h3>\nIn 2018, the members of your marketing team aren\u2019t the only digital experts; your customers are just as digital as your company\u2014if not more. A great example of this is buying behavior: almost 1.7 billion people made online purchases in 2017, and these purchases amounted to a total $2.3 trillion in sales, according to a Statista review.\n\nCustomers are also opting for digital channels beyond the sales cycle; an estimated 67% of consumers use social media to ask for support. More importantly, customers tend to spend 20-40% more with companies that engage with them on social media. And according to Zendesk, live chat sees the highest customer satisfaction rating out of all customer support channels.\n\nThese statistics show that digital channels are key to shaping an effective customer journey because they have fundamentally changed the way that customers behave. When mapping your customer journey, it\u2019s important to understand how the modern digital consumer engages with different touchpoints. Which platforms do they prefer? Are they more likely to access live chat on a desktop or via a mobile device? By arming yourself with data about how your customers behave digitally, you\u2019ll be better prepared to engage with them at the right touchpoints.\n<h3>2) Because customers are digitally literate, there\u2019s less room for error&#8230;<\/h3>\nThe flipside to this increase in digital literacy, however, is that your customers have higher standards for the digital experience you provide. They\u2019re more likely to recognize sponsored content or unsubscribe to email marketing campaigns if they\u2019re irrelevant or untimely. And when they\u2019re unhappy or disappointed with the customer experience, they don\u2019t just call to complain; they share their experience on Facebook and Twitter.\n\nThat\u2019s why it\u2019s so important to make your digital customer journey a priority. By 2020, customer experience\u2014which is now largely digital\u2014will overtake both price and product as the key brand differentiator. If you don\u2019t carefully craft and manage your digital touchpoints, you risk making potential customers ambivalent towards your brand\u2014or worse, losing existing customers.\n\nThere are lots of automated tools you can use to better manage these touchpoints from tools for building landing pages to event management apps. But getting a holistic overview of how your customers interact with these touchpoints can be difficult\u00a0because crucial information exists in separate app silos. Technology like intelligent automation is one way to solve this problem; with just a few clicks, you can create a 360\u00b0 customer view.\n\n<a href=\"https:\/\/blog2workato.wpengine.com\/logitech-scaled-digital-marketing\/\"><span style=\"font-weight: 400;\">See how Logitech\u2019s Ultimate Ears Pro created a 360\u00b0 digital customer view &gt;<\/span><\/a>\n<h3>3)&#8230;and more is at stake in terms of potential growth.<\/h3>\nEmpowered digital customers are some of the most valuable customers for your company. According to the Harvard Business Review, evangelistic customer loyalty is one of the main drivers of growth; similarly, a Gartner survey indicates that 65% of all new businesses comes from existing customers.\n\nNo matter how small their purchase, it\u2019s crucial that you identify exceptionally satisfied customers and leverage their good experience to grow your business. A popular way to do this is through Net Promoter Score (NPS), which uses <a href=\"https:\/\/blog2workato.wpengine.com\/10-questions-industry-survey\/\">surveys<\/a> to sort customers into brand ambassadors and detractors. You can then reach out to prevent churn with unhappy customers\u2014and incentivize the happy ones to evangelize your brand.\n\n<a href=\"https:\/\/blog2workato.wpengine.com\/ultimate-guide-optimizing-nps\/\">Check out our ultimate guide to optimizing your NPS &gt;<\/a>\n\nIn the last few years, there\u2019s been a lot of focus on bringing businesses up to speed with new technologies. These efforts\u2014commonly known as digital transformation\u2014have spawned countless ebooks, webinars, and consulting firms aimed at helping businesses effectively embrace digital.\n\nAt the same time, customers have organically become more digital, as well. As technology continues to change their behavior, companies must continue to re-shape their customer journeys to engage with the empowered digital consumer.\n<h3><i>Ready to revolutionize your customer journey? <\/i><a href=\"https:\/\/blog2workato.wpengine.com\/support-digital-customer-journey\/\"><i>Learn more about why strong customer support is crucial &gt;<\/i><\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>In 2018, most companies are familiar with the concept of the customer journey: the process of selection, from brand awareness to making a purchase and becoming a repeat buyer. For the past ten years, this journey has become increasingly digital. Potential customers interact with your business via social media, websites, email marketing, and more. Overall, [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":11878,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31,33],"tags":[],"class_list":["post-1159","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automation-integration","category-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rethinking the Customer Journey in the Digital Age<\/title>\n<meta name=\"description\" content=\"Here are three key ways you need to rethink the digital customer journey in order to build brand awareness, increase conversions, and cultivate lasting customer relationships.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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