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I Want to Talk About My Sunday Riley Customer Journey

First off, what is a customer journey…

Customer journey maps clarify, and develop important parts of just that…your customers’ journey. They allow you to stand in the shoes of your customers, enabling you to improve nearly every aspect of their experience. They provide you with the kind of overview to move customers down your sales funnel. Wait… sales funnel…

What is a sales funnel…

Back to Customer Journeys. Why Are They Important?

  1. Shows you how customers are interacting with your business
  2. Gives the brand owner the chance to stop seeing the perspective from the company, but the perspective of the brand through their customer
  3. Highlights what customers need and when they need it at different stages of the sales funnel
  4. Clarifies needs and pain-points of your customers
  5. Clarifies optimization and development priorities

You can see this best with what’s called a Customer Journey Map.

As a matter of fact! I want to talk about the most perfectly detailed customer journey I went on when purchasing from Sunday Riley, a skincare brand. To demonstrate this, let’s go over my Customer Journey Map and furthermore go through the steps to create a Customer Journey Map. I do this with my clients and their eCommerce marketing strategies all the time and trust me, it helps!

Step One: Build Customer Profiles

The data about customers forms the basis of your map. As a result, this data will come from two places: direct feedback and customer analytics. So who am I?

I visited Sunday Riley because I have a new skin issue thanks to a lovely combo of autoimmune issues including dermatomyositis. My skin is dry but not like normal when it’s dry. I exfoliate a ton of dead skin cells a day, moisturize 2x a day, drink 64oz of what a day, and I’ve tried a bunch of products to fix this.

Step Two: Define General Stages

Stage One – Discovery: I visited Sunday Riley because I have a new skin issue thanks to a lovely condition called dermatomyositis. My skin is dry but not like normal when it’s dry. I exfoliate a ton of dead skin cells a day. I moisturize 2x a day, drink 64oz of what a day, and I’ve tried a bunch of products to fix this. Since this started, someone recommended I try Sunday Riley’s Good Genes lactic acid serum.

Stage Two – Research: Before this, I was mixing a concoction of Licorice Root and oil on my face and it helped a little. So I did my research on this product… Besides other great ingredients, Licorice Root is #2 in the ingredient list for Good Genes!

Stage Three – Choose: Now I’ve never tried a Sunday Riley product so when I visited the site I spent a few minutes reading about Good Genes, but then saw that $122 price tag… I clicked away. I don’t want to spend that much without knowing if it works.

Thus a FANTASTIC customer journey begins and Sunday Riley’s eCommerce team kicks into action to reel me back in!

Stage Four – Purchase: I went to a few more products pages to look around. I knew I wanted to try Sunday Riley in general. So I was delighted to find a sample pack.

I purchased the sample pack and waited for my package. It came less than a week later. Even though I only purchased 3 small jars of product to try out, Sunday Riley sent along with my package an equal amount of product samples too.

Ultimately, I got those (3) 0.3oz moisturizers, a 0.17oz sample of U.F.O. Acne Treatment, a 0.17oz of High-Dose Retinoid Serum, and samples packets of various products INCLUDING GOOD GENES.

This means Sunday Riley gave me more than an equal amount of free samples along with my purchase. But Why?

Well…Who am I as Customer Profile?

I clearly am a first-time buyer wanting to try the brand. I spend a lot of time on the website reading about 1-3 products and even added them to my cart. But deleted them before purchase.

Step Three: Attach Goals to Each Stage

Thus, Sunday Riley’s customer journey is now collecting my goals, needs, and desires.

When you do this, consider the most pressing concerns during the stages in Step Two and how to convert me into being a loyal customer. Don’t be afraid of getting your hands dirty when collecting data too. Asking me straight out what I thought of my 3 moisturizers in a follow-up email after my purchase would have been a great step in itself.

But Sunday Riley went above and beyond for this specific customer profile (talked about in Step One) and now I’m hooked!

Step Four: Identify Touchpoints for Each Stage

Many retailers approach this stage too narrowly. It’s essential to account for all possible “touchpoints” in which I’ll interact with your brand as the customer. Ignoring minor channels or interactions will lead to an incomplete customer journey map. So don’t just do this for your website only.

Account for all of the following touchpoints:

  • Word-of-mouth and referrals
  • Outbound marketing channels like online ads, awareness campaigns, and offline advertising
  • Inbound marketing like content, search engine results, and organic social media posts
  • Social media channels
  • Customer support
  • Your website and apps
  • Email
  • Packaging and delivery

Step Five: Identify Moments of Truth

I had two ‘moments of truth’ here. Moments of truth occur when a customer makes an important decision. Mine was when I decided to buy and when I decided to become a loyal customer after a great experience.

Step Six: Identify Drop-Off Points and Goal Completion

Where are customers typically dropping off and ending their journey? Where did I? Before purchasing many higher-priced products. Where are they successfully completing their goals? When did I? When after getting all my samples and trying them I went back to the site and purchased Good Genes.

Step Seven: Get Even More Feedback

Additional feedback can be immensely useful once you’ve started to put together your customer journey. At this stage of the process, you will likely be aware of what was missing in your original customer research, but it doesn’t hurt to ask a customer outright what their feedback is. What’s mine? This blog post (LOL).

Step Eight: Identify Areas for Improvement and “Amplification”

This step is where the customer journey map moves from being an abstract document to a practical tool. So what would this look like with factoring in metrics and emotions of my customer journey with the help of CTA’s (Call-To-Actions) and little nudges the brand did to make me a loyal customer…? Let’s see a customer journey map! Here’s a basic one:

And a closer look at where you and me are visually right now:

In the End…

Using your customer journey map as an aid for idea generation and really realizing what is going on in the purchasing process for your customers. When you think this way, you’ll make much more sales. So how do you create your own Customer Journey Map for your brand?

Because customer journey mapping tools are essentially diagram-creation apps, they tend to be relatively inexpensive. You should consider investing in one if you haven’t already. The best out there is the Salesforce Journey Planner. If you want to go a free route and DIY yourself you can use HubSpot’s templates.

But if you’ve gotten to the end of this post and are thinking “Where the Hell do I start!?”. There is also another option for creating a Customer Journey Map… Unglitch.io! Get in touch today and we can strategize a custom map for your brand to help you boost sales ASAP!

In the meantime, I’ll be over here obsessively touching my new, soft, happy face!


Don't-Let-Customers-Affect-Your-Inner-Bliss

Don’t Let Customers Affect Your Inner Bliss

Now… I don’t want to be too grim, but…

Let’s face it – sometimes customers and the people we work with get on our nerves. We either butt heads with someone who has a different personality than we do. We have to deal with complaints as a business owners. Or we just flat out have a “Karen” walk into our lives that day.

Now I bet you think I’m about to say don’t worry, rainbows are ahead… Hmm… Not today.

We sacrifice a lot when we run our own business. We might give up on the idea of having a family or free weekends. Or it could mean you choose to pursue the idea that might deny you the opportunity to do something else in your career.

But it’s not just the business realm that teaches us about suffering. It also affects other aspects of our lives. To be successful in all our human relationships often requires suffering. And the same is true of being successful in matters of health. We often need to do things, like exercise, that doesn’t feel great at the time. Just ask me every time I’m internally whining during the first 10 minutes of a workout!

To really be successful, we need to be able to go into life with the confidence that suffering isn’t going to overwhelm us. We need to know that no matter what challenges we face, we’re going to be okay in the end. That’s the sort of confidence that drives the most successful people forward in everything that they do.

Of course, to get to that state of mind, we need to adopt strategies.

But it also helps to be secure in our own sense of wellbeing. We need to know that while unsatisfied customers can affect our business, people, in general, cannot affect our inner bliss. 

Interestingly, when you follow this line of reasoning to its conclusion, you discover that real success in business isn’t actually the money or the prestige that comes after years of hard work. It’s actually having the mental fortitude to go through the process in the first place. Business leaders are perhaps the most successful at all because they are able to find ways to manage their hard times and enjoy their lives at the same time. They can tolerate a high level of pain without allowing it to get to them on a fundamental level. 

Steve Jobs had a pretty good take on it. He reminded himself every day that his life was limited (and…it was) and that, whatever happened in his work, it would pale in comparison to not existing at all. He reminded himself that, ultimately, nothing that he did mattered except how it felt for him. Creating iPhones had a huge impact on humanity. But, for Jobs, it was mainly about spending his time as well as he could, doing something he loved. If he didn’t like the process and it became clear that something needed to change, he wasn’t afraid of making the hard decisions to make it happen, even if it involved a hefty dose of bad moments.

So the next time something happens. Anything. A bad customer review. Unwanted client feedback. A b!tchy customer. Know this – this too shall pass.

Written By Founder and Creative Director, Jacquelyn Tolksdorf

is-it-time

Is it time for your brand to evolve?

Refreshing an outdated brand can have enormous power. Which begs the question, when is the right time for you to change?

There is always a variety of motivating factors from functional, such as adapting to new channels, to strategic, like building a brand that supports a social dialog.

What’s more, today’s digital landscape demands you always being “on” brand.

Companies are also being urged to have a louder voice when it comes to social issues, which too, is influencing visual expressions. Whether it’s social reckonings, COVID, or environmental issues more brands are thriving when they show they have a moral stance on something. Furthermore, diversity, equity, and inclusion and philanthropy are no longer tokenism as companies set specific targets in hiring, equality in pay and investment in the communities they operate.

It’s a brave new tech world

The immediacy of digital channels and social media demand brands be in— and of— the culture. People expect to engage with brands on their time. The way of the dodo went rigid marketing strategies and now a much more universally understood set of principles that can be used by anyone, at any level, in any role to showcase the organic nature of the brand is ideal.

As you head more and more into building relationships via digital devices, consumers expect seamless experiences with brands across all devices, whether mobile, watch, thermostat, or smart speaker. And as brands expand their reach, companies must think more universally about their brand voice throughout these mediums.

The new design toolkits must allow for comprehensive experiential language, encompassing visual, verbal, and emotive cues. You can no longer have a cookie-cutter website that looks like everyone else’s website if you want to elevate your brand position.

Ask yourself these questions

  1. Is your brand expressed through an authentic voice? Does it enable you to converse in the moment? Does the tone of voice feel human and relatable?
  2. Is it built for a digital-first world? Is it accessible across media and channels? Are there meaningful interaction patterns? Are there principles for motion and video?
  3. Is it designed to drive the business strategy? Does it resonate with key audiences? oes it express the values of the organization?
  4. Does it inspire your team? Can teams get inspired to do the most with the brand elements?

If you answered no to any of these questions, it might be time to explore an evolution of your brand. While updating your identity can be a big step, it’s crucial for a brand’s success and more important than ever in today’s competitive landscape.

Bear with me while I do the marketing agency equivalent of putting a “My child is an honors student” bumper sticker on my car. But after 12 years of working with brands like Rocket Mortgage, Disney, and more — brand strategy has become so important to me (founder of Unglitch.io). I’d love to evolve your brand. Learn more at Specialties.