"More than half of customer interactions (56%) are part of a multi-channel, multi-event buying journey."
– NG Data
I love Japan. Not just because of its sushi, its rich culture, or its bizarre yet wonderful array of shops (who doesn’t love a chance to eat fries off an artist’s palette while life-sized Kawaii characters dance around you?). I love Japan because every single journey taken through that city is an absolute pleasure to behold. The Japanese call their unique and welcoming approach to hospitality ‘Omotenashi’. From the meticulous timing and cleanliness of its Shinkansen (Bullet Train), to the warm reception offered by its hotel staff, every customer experience is lovingly crafted for those who live and are lucky enough to visit.
To put things in perspective, the bubble of heightened customer experience I was floating in during my short stay, was suddenly popped when my flight touched down in London. As I approached the airport car park kiosk to pick up my keys, the lady serving didn’t fancy lifting her head, or even saying “Hello”. She believed mumbling “Registration?” under her breath, throwing my car keys in front of me, and ushering me on with the lame wave of her wrist was quite enough customer service for one person, thank you very much.
As edu-marketeers, we can all learn a valuable lesson from the Japanese about how we construct and maintain the journeys we lay before teachers and educational staff. Our education audiences start their journey with you the moment they first interact with your brand. Whether it’s a social post, an email marketing campaign, or a face-to-face greeting at The Education Show, you need to ensure every aspect of each touchpoint is well-groomed and in perfect working order to ensure your audience have a memorable and pleasurable experience of your brand. Tending to these user experiences is a science, but the benefits are clear - the more positive the audience’s experience, the more likely they will be to interact with you, buy from you, and ultimately become advocates for your brand.
"the more positive the audiences’ experience, the more likely they will be to interact with you, buy from you and ultimately become advocates for your brand."
To better understand the implications of each stage of of your UX journey, I’ve laid out an example blueprint of a UX journey that you might see executed by a brand who are (you guessed it) marketing to schools. When downloading the blueprint, you’ll also benefit from 25 quick tips that could help you to move your prospective education leads effectively through the journey you have laid out for them.
Download the Example Blueprint + 25 Optimisation Tips >
- How to Create a Customer Journey Map. (2018). [online] NG Data. Available at: https://www.ngdata.com/how-to-create-a-customer-journey-map/ [Accessed 29 Jan. 2020].