At Cooperate we believe that the customer journey is what forms the foundation for all of your marketing activity and your measurement.
That's why we make customer journeys such a core part of the Cooperate platform, so that you can bring that alignment together across all of your marketing activity.
For a visual guide, check out this video:
There are a number of different ways you can manage your personas and your customer journeys in Cooperate. The simplest version, and the one that most of our clients choose to adopt, is to create a different customer journey for each persona.
In this example, a B2B pharmaceutical company has a customer journey specifically for the product buyer.
This means that all of the customer journey stages, goals and customer actions, along with the related campaigns, tasks and pieces of content are all specifically linked for a particular persona.
This Customer Journey is designed to move a product buyer from the awareness stage to repurchase.
However, in other cases clients prefer to focus on creating customer journeys for each different brand rather than had been tied to specific personas.
In this case each of the customer journey stages related to the steps that that brand wants to occur across the entire buyer journey, regardless of persona.
At the top, the brand has linked all of the relevant personas against this one customer journey. And in this example all of the goals and customer actions relate to the brand and the business objectives and the campaigns, tasks and content that follow can be brand specific for each stage or relate to individual personas.
In our final example you have what would almost be an extension on the brand vision of a customer journey. In this case we're looking at a handoff where while you have multiple different personas that work throughout the journey, for many of them they’re only involved at one particular stage of the journey.
In this example, that is being called out in the customer action stage in order to highlight which particular personas are involved at each stage in order to link relevant campaigns, tasks and content that align to those particular personas.
In this journey it’s the consideration stage where other personas get involved within the buying process. These are the personas that are to be involved in stakeholder assessment.
Once the brand moves into the post purchase stage we can see that it's both the product champion and the product buyer that are the main personas.
This structure works really well in a handoff scenario. This is a little more common for say a B2B business example where there are particular stages and steps that a buyer process has to move through.
B2C Customer Journey
In comparison, at B2C to see you would normally be dealing with a specific buyer persona for a specific customer journey.
It pays for you to work out which type of structure is going to work best for your particular brand and the different personas that you have to work with. This will make it easier when you go to setup your customer journeys.
Because the Cooperate platform has been set up with customer journeys at its core. It's very easy to link your campaigns, tasks and content to each of the customer journey stages in your individual customer journeys.
To be able to filter and report on tasks and content by persona, outside of the customer journey, then you can simply use items such as labels, collections or tags to easily manage this.
- Open the asset manager.
- Under settings in your asset manager you have the option to manage your assets by collections. Which is very similar to your standard folder structure
- To manage assets by persona, you can set up a collection called personas and list your personas as subfolders within that.
- To add a new persona to your persona collection, simply click on the plus.
- Type in the name of your persona.
- Select the personas folders as a parent and click Create.
- And now we've added CFO as a persona.
You can now use that persona's photo to filter down and look at assets that relate only to your product champion. You can use collections in exactly the same way for all of your content and articles.
Alternatively, when it comes to items like the planner, you could choose to use your labels or you could use keywords. And this will filter in exactly the same way as collections.