AMPERAGE Marketing & Fundraising

MarketingYour Journey to Success Begins with Your Customer

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Journey Map

Your Journey to Success Begins with Your Customer

Journey Map“Do what you do so well that they’ll want to see it again and bring their friends.”  – Walt Disney

While Walt Disney was talking about a vastly different customer experience than most of you, the point remains the same. As marketers, our goal is to connect with our customers, patients or clients and motivate them to engage with our organization. And, once they engage, we want to deliver a superior experience so they will “bring their friends” by telling their story to others and becoming a champion for our organization.

Collectively, we spend millions of dollars each year on experiences intended to meet these goals—we market, advertise and promote using multiple channels, roll out new products and give our services a makeover—all in an effort to create a unique customer experience. In the process, we often focus on individual touchpoints and channels, losing sight of their interconnectedness and the customer journey that cuts across them. We recognize the need to think holistically but struggle to do so.

The process of organizing our omni-channel customer interactions can be overwhelming and seemingly impossible. But it’s extremely necessary. Customers don’t care about channels and touchpoints; they care about whether or not you’re meeting their needs in a way that’s convenient and easy for them. So, how do you create a holistic, human-centered view of the journey your customers travel? You create a map.

Amperage Journey Maps provide a single, cross-organizational view of all the touchpoints a customer takes on his or her marketing journey and identifies the opportunities so you can better understand user experience, improve value, develop relationship longevity and drive more business.

The value of such a map lies in your new-found ability to:

  • Create a shared form of reference around the customer experience.
  • Build organizational knowledge of customer behaviors and needs across multiple channels.
  • Identify specific areas of opportunity to drive ideation and innovation.
  • Distribute key customer insights in a form that is both usable and easy to understand.

And by using your map as a tool to impact decision making across your organization, you’ll be able to effectively optimize your channels, remove ineffective touchpoints, take advantage of the powerful and free word-of-mouth effect and achieve greater organizational alignment. All of which results in more customers, increased revenue, reduce costs and stronger customer engagement.

Join your customers on their journey. Take time to understand their needs, behaviors and motivations. You’ll reap the rewards if you do. Download more information here.

Written by:

Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.