Since customers’ choices are the key dynamic within modern marketing, the customer journey chart has become the central strategic and administration document.
It describes the marketing exposures and choices for a given kind of customer and it is used to plot alternatives, responses plus followup pitches.
To assist teams work together on this essential flowchart, Sydney, Australia-based Autopilot on Wednesday updated its marketing automation system for small-and-medium-sized businesses with what this calls a real-time collaboration function for customer journey maps.
‘ Google Documents on steroids. ’ The ability is called Annotate and Collaborate , and TOP DOG Michael Sharkey characterized it since “ Google Docs on steroids. ”
Instead of marketing associates laying out the customer journey on a whiteboard and someone then capturing the final results into a single journey, team members can work distantly on the same journey map until it really is locked.
In current, multiple team members can collaborate on the visual canvas — creating plus moving journey steps, adding réflexion or other text, attaching peel off stickers, images and emoji. Freestyle sketching is not yet supported, but Sharkey said it will be added soon.
He pointed out that this cooperation capability also means the sales team can offer their input, such as annotations. He or she notes that modern organizations are usually increasingly using collaborative tools within their workdays, including Slack work cooperation space, Dropbox or Google Generate to share files and Google Documents for jointly creating content, plus Autopilot fits that workflow.
Managing the customer trip. The resulting consumer journey can also be used to manage the different elements. If a welcome email is pointed out for new members, for instance, the Autopilot user can compose the email make up the emailing from the journey chart. Similarly, SMS messages can be composed and sent, leads can be put into customer relationship management systems, plus ad campaigns can be set up from your map.
Interactive travels can be shared via link, plus there’ s a library associated with typical journey templates for particular use cases. Sharkey pointed out that, given that marketing team members frequently leave or even join the organization, extensive annotation assists explain the reasoning behind trip steps to subsequent team members.
But , as Autopilot points out in this particular cautionary video, a rampant one-upmanship could pose one danger to using so much remote access for trip building:
Precisely why this matters to marketers. Since customer journeys are becoming the central document of advertising campaigns and most teams have remote control members, making journeys collaborative appears a natural fit.
Along with allowing participation by all advertising team members, it can also provide participation simply by sales team members, a big step towards lessening what is sometimes a gulf of mexico between the two departments.
The collaborative feature, along with observation, is also another step toward switching a customer journey map into a consistently evolving document instead of remaining an even more fixed one — an important development since rapid feedback from the industry and agile marketing techniques have grown to be so commonplace.
This story first appeared on MarTech Today. For more on marketing technologies, click here.
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