How Uplift Modelling Can Influence Customer Journey Maps

Customer journey maps can help you understand how your customers see your business, and uplift modelling can help you develop a customer map that is accurate and effective for your business. When you put uplift modelling and customer maps together, you have a recipe for success, in gaining the insight you need to ensure a successful customer journey. 

For many companies, it has been difficult to target the right customers while also finding the right ways to follow up with the right customer support in a way that is beneficial to both the customer and business.

What is a customer journey map? 
A customer journey map is a visual representation of what your customers go through with your brand or product. This map gives you and your team the insight into how your customers see your brand or product, and more importantly it gives you insight into where your customers are getting tripped up in the journey. Perhaps it is taking customers a long time to go from point A to B when it should only take one.  These maps can help you address any issues that a customer may experience, so you can correct it and experience a more positive outcome for the customer and for your business. 

You can really elevate your customer journey map when you use uplift modelling. Uplift modelling, helps you better understand your customers and identify the offerings that they will most likely engage with and at what point in their journey they will engage. An uplift model works to only target those customers who can be persuaded to change their behaviour or actions as a result of the campaign. For example, uplift modelling can help you identify which customers will likely engage with an email vs a push notification, and it can also help you make predictions about customer behaviour in the future. 

Once you understand this relationship with your customers, and the different kinds of customers, you can structure your touchpoints in a way that is effective and efficient, delivering a customer experience that is valuable for both you, and your customer. 

A Customer Journey is Not Liner
Not all customers are alike, so it is important to not treat them all the same, and this is where uplift modelling can help. Uplift modelling can help you determine who your customer segments are, and how you should engage with them. 
With uplift modelling, you can break up your customers segments in the following four ways, and decide which of the four groups you would like to communicate with. 

SURE THINGS: Customers who will purchase no matter what. Marketing to this group does not change the outcome. 

PERSUADABLES: Customers who will buy as a result of the communication or campaign, and only because of that engagement. This is a segment that is worth interacting with. 

LOST CAUSES: Will not buy regardless of the marketing or communication you send to them. Not worth investing your time or money in this segment. 

SLEEPERS: Less likely to purchase if they are exposed to an advertisement or communication. 
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For example, if we look at the “Sure Things” - people who will make a purchase no matter what, and also look at the “Persuadables,”  the people who will purchase if they are exposed to an advertisement, your customer journey map will look very different for each of these segments. Perhaps you add an extra touchpoint for the persuadable segment, rather than pushing a sure thing to the final step in their journey. Each segment should be treated differently, and experience a different customer journey based on their behaviour. 

Uplift modelling is a customer-centric solution that can help you understand what motivates customers, while also gaining insight into the communication and marketing strategies that really matter to them. With the right uplift model, paired with a comprehensive customer journey map, organizations can drive and achieve results in less time, with less money and resources and with greater success. 

If you are looking for more insight into how uplift modelling can help reach your business goals, Predikat has various solutions that can help you do so. Connect with us today.