Today’s consumers are omni-channel. They weave between both online and offline channels throughout their path to purchase. Marketers do a good job of optimizing for online conversions, but their optimizations could be even better. Those who fail to recognize the role offline channels play in the customer journey (and optimize for it) risk wasting budget and hurting their CPA.

What’s the first step in understanding how to embrace the omni-channel consumer and improve your ROI? Map out every touchpoint. High-performing marketing teams get it: 88% say a customer journey strategy is critical to the overall success of their marketing.

But where do you start? At the beginning. Take a step back and list out every way your customers interact with your business. Do they make purchases online? Over the phone? In person? Where are they doing their research? How and when are they using mobile devices?

People Engage Throughout the Customer Journey

Taking the time to understand each and every way someone engages with your business means you’ll be better equipped to tailor and optimize your marketing to reach them. Google research has shown:

  • 87% of consumers do research before entering a store
  • 90% of people say they use multiple screens for everyday activities
  • 40% of smartphone users who research on their mobile device go on to purchase on a desktop
  • 40% of people are more likely to make a phone call when using mobile search

What Does the New Customer Journey Look Like?

It’s important to note that the new customer journey looks very different for both consumers and marketers.

There aren’t online and offline consumers – they’re one in the same. And marketers can’t afford to ignore the role customer calls play in this journey (especially when mastering the call channel helps you win). Here’s an example of what the path to purchase looks like for many consumers:

customer journey

While people don’t differentiate the devices and channels they use to research and make purchases, marketers still do. And it creates a challenge for their attribution. Below you can see the attribution holes created by offline touch points and those made between devices:

customer journey

When a customer purchases by calling an agent back, call attribution software is necessary to give correct credit for this conversion to your marketing. Only then you can work toward connecting the various touch points in the new customer journey.

If you’re interested in learning more about why it’s critical to map out how calls impact the customer journey, download our free guide “Calls and the New Customer Journey: How Marketers Drive Revenue by Mastering the Call Channel.”