Part 1. Inbound – what is that?
Inbound is simply a process within the digital world that makes it possible for people to get closer to you when they are ready to approach you. And this process is based on a mapping of touchpoints you have with people outside your company and what kind of information they may need at each touchpoint. To get an overview of what this process could look like, we need to back up a bit and look at some other things too. So, we have divided this description into three blog posts.
The customer and the employee journey are both experience journeys
When discussing customers, the customer journey is often mentioned. When creating such a journey, a mapping of what which touchpoints an organization or a brand has with the customer and what kind of information the customer might need at each touchpoint. Exactly the same applies for your employees: they are on an employee journey. Both these journeys are what we would like to call experience journeys. And if you are to be able to provide relevant information at the right time to make people interested and willing to approach you by themselves, you need to do your homework and map their experience journey.
The experience journey
In order to create a relevant experience journey – whether for customers or employees – there are some basics that you need to apply on your work:
- You have to focus on the customer’s/employee’s experience
- You need to have needs and perspectives as the starting point
- The journey starts “before” and ends “after”, meaning that it begins at the very, very first contact someone has with you and lasts until they are your ambassadors
- The aim of the experience journey is, naturally, for someone to buy something from you or apply for a job and make them loyal (i.e. come back to buy again or stay on in their jobs)
This experience journey will always be unique for your organization and will be different depending on what you want to achieve and which target group, or persona, you want to reach. In other words, you will need to have various experience journeys in place to be able to communicate as effectively as possible.
A mapping of a customer journey for a specific persona can for example look like this: