The Customer Journey

An effective marketing strategy is grounded in the customer’s perspective. And the customer journey helps you do just that.

It’s a roadmap of how your target customers interact with your organization—from first learning about you to becoming a loyal Insider.

Avoid the One-Size-Fits-All Mistake

All too often, arts organizations target their core audiences—the Insiders who reside in the “Buying” and “Using” phases—and totally ignore the Outsiders.

But engaging with consumers at every stage of the customer journey is essential to sustainability.