The Customer Journey from Lead to Member isn’t easily defined as neither Customer nor Health Club Operator can clearly delineate the experience and pin down the ads and events that led the customer to arrive at the club’s door. Combine this with multiple channels in play, and a strategy that does not use targeted lists, and it’s near impossible to determine true campaign ROI.
According to surveymonkey.com, the customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.
Data is the critical element that enables marketers to learn which event in the full customer journey is producing the highest engagement, and eventually ROI. At Instinctive Insights, data is the driver and we identify those prospects who have already expressed interest in your brand or the types of services you offer and take the time to understand which of them to target and by which channels.
The net of this practice is that the customer journey can now be monitored via unique engagements, targets and campaigns can be continually optimized to produce the highest campaign ROI possible. Controlling data in every channel is how to uncover where to invest marketing budgets because accurately reporting conversions is now possible.
Rather than inferring that Social Media is working the best because it has the most “activity”, by practicing smart, targeted marketing the ability to monetize the investment exists, as does the ability to quantify the investment.
Now, armed with the ability to stack rank channels that are producing real, new member conversions Club Operators can better understand the Customer Journey and respond accordingly.
Our advice is to partner with smart marketers who understand how to manage data to produce positive outcomes.
