51 The Real Customer Journey (feat. Aveline Clarke)
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The “customer journey” is one of my favourite marketing metaphors. If you sell high value services, you usually need to take new potential customers on a ‘journey’ before they’re ready to buy.
But what should that journey look like? And is it all about the tech? On this episode I interview customer journey architect Aveline Clarke. Listen in now as we discuss:
- The difference between the human customer journey and the transactional customer journey
- Why the ‘customer journey’ is not the same as your marketing tech stack
- How to avoid the pendulum of marketing shiny objects
- Why talking about ‘what you do’ can sabotage the customer journey
- Why the customer journey begins with who you are, on the deepest possible level
- The customer journey planning process Ave goes through with her clients
Episode trailer:
FULL EPISODE:
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Links mentioned in the conversation:
Aveline’s website: Journey Point
Aveline’s LinkedIn
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