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Digital Marketing - Study Notes:
Applying to the customer journey
The final item in this goal is the use of emotions. Even with all the best capabilities and processes, sometimes things get awkward – there is no way to hide bad news.
By reviewing the entire journey, using a controlled vocabulary, you can plot a positive to negative line. When you understand that multiple steps can lead to doubt, this becomes a design tool helping the organization think about how this might be avoided by changing the process earlier in the journey.
Organizations tend to be extremely rational. Using emotions in strategy can feel strange at first for many, but over time become an important part of customer experience management.
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Jonathan Lovatt-Young
Jonathan has over 20 years' experience in the areas of digital design, brand strategy and user experience. He has held senior roles within a number of high-profile agencies and consultancies including Tribal DDB, Accenture Digital and DigitasLBi, working with a range of major clients.
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
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- Article: Everything You Need to Know about FB Messenger Marketing and Chatbots with Larry Kim
- Presentation: Optimizing an eCommerce Website Design and UX
