Too many marketers have been getting lost using linear journey maps and list-based email automation that try to control the customer journey and create the best experience possible. The customer journey has proven to be highly unpredictable, and journey map tools, by design, don’t allow them to adapt fast enough to move at the new speed of their customer.
Here is the problem:
While adding more channels provided more convenience for customers, it also created the perfect storm for marketers. More channels naturally forced marketers to develop marketing strategies that were optimized on a channel-by-channel basis, producing multiple different, and often competing customer experiences. Additionally, more channels empowered customers to interact wherever and whenever they wanted, making it nearly impossible for marketers to keep up. Finally, customers started noticing this effect and increasingly desired one seamless and personalized customer experience across channels.
The answer? Opportunity Trees.
Grow Opportunity Trees
Adaptive marketers are now converting their journey maps into dynamic Opportunity Trees that let the customer control their journey and enable the marketer to create an adaptive customer experience. The focus shifts from optimizing channels to optimizing each individual relationship with customers. With opportunity trees, channels become irrelevant.
What is an opportunity tree? It’s a dynamic decision tree that exposes all the potential opportunities that let an adaptive marketer create the best possible customer experience to achieve a specific business objective. In other words, it puts the power back in the marketer’s hands.
Here’s an example:
First, the business objective:
Let’s say “Mikes” are high-value loyal customers that haven’t renewed their subscription yet. As a loyalty marketer, the goal is to create an adaptive customer experience for the Mikes by influencing their decision to renew their contract, reduce churn and increase LTV, and offer a personalized renewal experience.
Next, design the opportunity tree:
Mike is viewing the product page
Mike opens email after being on website
Mobile App Opportunity
Mike views account info
Mobile Web Opportunity
Mike is navigating through renewal wizard
By upgrading the journey map to an opportunity tree, loyalty marketers can maximize every opportunity at every step. Where the customer journey map gets disorienting with multiple siloed strategies, a channel-centric mentality, and linear and controlling execution, the opportunity tree offers a single, unified strategy company-wide, a customer-centric mentality and dynamic adaptive messaging.
The outcome? 100% adaptability. Opportunity trees let the marketer adapt to customer behavior ensuring the right message is always sent regardless of the channel and order of interactions.
Moving Past Channels
Marketers are no longer forced to take a channel-centric approach to communicate with their customers – stuck with a proliferation of channels, devices, and the disconnected tools that were built to take advantage of each unique benefit that every channel and device offered. That’s old news that applied when the number of channels was limited.
It’s time to shift past these limits. Whether it’s adapting externally to customers’ unpredictable behavior or internally within a brand’s organization, the time has come for loyalty marketers to become adaptive marketers, moving past channels to create opportunity trees.
Jeff Hassemer is chief strategy officer at Alterian, an Adaptive Customer Experience company where marketers gain the power to maximize customer opportunity in milliseconds, allowing brands to stay one step ahead of individual customers with the right message no matter where or when they interact.
About Jeff Hassemer
Jeff Hassemer is Chief Strategy Officer for Alterian, a campaign management and real-time marketing software company based in Bristol, UK. He's a global product marketing executive known for his thought leadership and product achievements in the areas of customer experience, marketing technology, and advertising technology solutions. He has a bachelor's degree from Ripon College in Ripon, Wisc.