The Importance of Mapping the Consumer Journey for Strategic Decision-Making

Daniela Neves, Head of Digital Strategy [Product, CX, CRM, Loyalty] - Food Service - Cia Tradicional de Comércio

Daniela Neves is a dynamic leader in digital strategy, currently serving as Head of Digital Products, Growth Marketing, CX, and CRM at Cia Tradicional de Comércio. With a diverse background that spans from physiotherapy to e-commerce, technology, and marketing, Daniela brings a unique perspective to her role, where she leads innovative digital transformation efforts within one of Brazil’s largest gastronomy groups. Her work focuses on enhancing customer experiences through digital products, data-driven marketing, and strategic CRM initiatives.

Through this article, Neves highlights key aspects of the evolving consumer journey in today's world, emphasizing how shifts in consumer behavior, influenced by the BANI (brittle, anxious, non-linear, incomprehensible) world, are shaping expectations and interactions.

To approach the consumer journey, I like to start with the shifts in consumer behavior, which are rapidly evolving in the contemporary world and are directly correlated with the effects of the BANI world—brittle, anxious, non-linear, and incomprehensible. It is essential to stay tuned to behavioral nuances and understand what the customer truly expects.

For me, this is the central factor that guides all reasoning when analyzing the consumer journey and shapes the strategies focused on delivering the experience the customer desires.

BEHAVIORAL CHANGES

Generational factors:

We observe that young consumers, as they enter the workforce and gain purchasing power, are shaping new consumption patterns and imposing new demands.

Omnichannel:

Purchases, regardless of the segment, take place across multiple channels, often simultaneously. Physical and digital spaces are increasingly interconnected, and customers expect a consistent experience, regardless of the channel they choose.

Variety of channels:

The customer experience encompasses all interactions with the brand, and these interactions translate into the customer journey. This journey is not always linear, but when the touchpoints are well mapped, strategy and execution become much clearer.

In addition to physical stores and e-commerce (websites), we must also consider the role of

social media, WhatsApp, and other communication platforms.

Social media:

Focusing on social media, I highlight its power of influence, exposure, and virality. Brands and companies face immense pressure to deliver a consistent and authentic experience. Satisfied customers publicly share their opinions, and this social validation has a significant impact. However, negative opinions can also spread quickly, often generating more engagement than positive feedback.

Still within the context of the BANI world, it’s pertinent to reflect on brands:

1. Competition and differentiation: We’ve never seen so many brands emerge so quickly. What differentiates your brand from the others?

2. Relevance: Whenever I think about relevance, I remember the concept promoted by Ana Couto (prominent Brazilian branding expert and entrepreneur): "Does your brand be, do, and speak?" Before doing and speaking, the brand must be—that is, be genuine.

Purchase Decision Journal

According to the latest "CX Trends 2024" report by Oktadesk and Opinion Box in Brazil, when analyzing what makes consumers prefer one brand over another, 67 percent mentioned free shipping, 56% cited product quality, 54 percent mentioned low prices, and 42 percent pointed to discounts. When the focus is on the purchase decision, product quality ranks first.

In terms of repurchase, product quality again stands out, followed by trust in the brand, ease of contact with the company, and efficient after-sales service. You can see several stages of the journey here.

As I work in the food service/gastronomy sector, it is important to note that this survey was not specifically focused on this segment but on online purchases in general. However, the analogies with the food sector are valid. Based on my 10 years of experience in retail and 3 years in the food industry, I can perceive and confirm (with data) the similarities in consumer behavior. In the end, it's always about the experience.

Communication channels:

WhatsApp has become a powerful tool, but in the context of marketing, it can be perceived as invasive. For those who believed email was obsolete, the survey shows that 52% of respondents prefer to receive personalized offers via email, while 29% opt for WhatsApp.

The power of data and personalization:

The organization, management, and responsible use of data are valuable tools for designing personalized communication strategies. Among the most relevant factors for consumers are receiving communications that match their interests (41 percent), exclusivity (38 percent), and receiving offers of something they were already considering buying (13 percent), which we call prediction.

Our learnings here show that personalized content and benefits for loyal customers have an average conversion rate of 25 percent compared to 1% for disengaged customers.

Loyalty and recurrence

Loyalty programs are on the rise and are becoming increasingly common in various segments, from fashion to fuel. When well implemented, they positively impact brand promotion, customer retention, and recurring purchases.

76 percent of respondents feel more inclined to buy from companies that offer loyalty programs. However, it is essential that the primary goal of these programs is to delight, benefit, and truly retain customers. When this happens, the benefit to the company comes through loyalty and repeat purchases. Poorly structured programs, with a purely transactional focus, tend to be less successful and may create liabilities for the company.

In the food service/gastronomy sector, an internal survey of our customers revealed that 60% prefer experience-related benefits, while 40 percent value transactional benefits, such as discounts or cashback. This data reflects the success of initiatives focused on enhancing the customer experience.

An important point to highlight: There is no use in having a loyalty program if your brand delivers a poor overall experience.

1. Poor product quality

2. Poor service delivery

3. Inefficient customer service

4. Lack of brand purpose and misaligned positioning

5. Brand lacks relevance and trustworthiness.

6. Poor communication

Customer Support/Customer Care

Finally, and no less important, let’s talk about the significance of customer support, which must be continuous throughout the entire journey.

Even with advanced technology and the use of artificial intelligence, 66% of consumers still prefer to be assisted by a human. A hybrid approach, combining chatbots and human interaction, can be efficient if the autonomous service is simple and effective in solving problems.

Another crucial point is to make access to customer service easy, allowing customers to reach a human when necessary. Companies that create barriers in this process tend to increase consumer frustration.

Questions and problems are inevitable in any business, but when the customer trusts that the company offers good service and resolves issues efficiently, their loyalty increases. According to the survey, 70 percent of customers feel more comfortable completing a purchase when there is personalized service.

In summary, the customer experience encompasses all interactions with the brand, and these interactions translate into the customer journey. This journey is not always linear, but when the touchpoints are well mapped, strategy and execution become much clearer.