The Forgotten Step in Digital Journey Maps
Far too many times, as marketers, we forget to close the loop. We are very good at planning and implementing, but there is a forgotten step in this digital age.
We all know there is a strong connection for people and reviews. This is strongly indicated in research, but it is also just common sense. We prefer word-of-mouth advertising to any form. We find it more credible and useful.
The forgotten step is the “reviews” step: Encouraging, asking for and arranging for reviews from credible testimonials on review sites. Smart marketers include star reviews on a page, indicating positive feedback.
On several occasions, I’ve had someone hand me a card after an event which offers the place where I can go to review the experience. That makes it easy for me and a good reminder for when I get home.
So when you are diagramming your brand journey map, make sure you are remembering the Review phase at the Promise phase. They are connected and equally important.