Understand the customer journey

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Nervous system of marketing and content management activities
With a traditional CMS this is not possible, but with a CXP you can realize the above example. A CXP functions as the nervous system of all online marketing and content management activities. It can be used to offer personalized content via websites, mobile applications, social media channels, e-mails and blogs. It is also possible to store user data and make it available for CRM and analytic tools. In addition, the customer life cycle can be managed. Very useful.

The idea is of course great, but there are challenges that you as a marketer need to consider. Implementing a CXP is not as easy as it seems. A few tips.


To deliver rich and personalized content, you need to know what information the customer expects at each stage of the decision-making process. What do they do at each stage? What do they need and feel when they schedule a test drive? What can you do to give customers the ultimate experience? In other words, make sure you are familiar with the different user scenarios so you can deliver personalized content. The more relevant the content, the better.

Map the touch points
Once you know what the customer journeys and user scenarios are, you can start connecting all the touch points to the customer journey and the user scenarios. Think about which device or channel fits best with which phase. Functionality and campaigning are probably the most important during the orientation phase. A personal account is important during the after-sales phase. With mapping you can gain insight into all the touch points of your customer journeys. With this overview you can then create a framework with which you can organize all your content and marketing activities. This puts the user at the center, not the technology.

Design the framework
Now that the holistic concept is ready, you can start russia phone data thinking about the CXP itself. This preliminary work serves as a guideline for managers, stakeholders, team members, IT people and designers. The visualized customer journeys should be the starting point for all decisions regarding planning, technology, personnel and roadmapping.

Decide where which content is stored
Where on the platform are you going to store which content? For example, are you going to store your product information in the CMS or in a separate product database? For example, for a client my colleagues and I have stored all hard data (product codes, product specifications and images) in a master product database. So-called soft marketing information (videos, campaigns and promotional material) is stored in the CXP. By separating this, marketers can focus on marketing and product managers on product.information.