The Underestimated Power of Behavioral Triggers
While promotional messages garner immediate attention, it’s the subtle, ongoing behavioral triggers that leave a lasting impact. These triggers are the silent influencers guiding customer behavior.
Think about the pattern of a morning routine. It’s just that - a routine. A set of calculated steps that make up a specific program. And when those steps are followed, the program concludes. The routine becomes comfortable. Expected. Valued.
Behavioral triggers can behave in the same way, and, with the proper martech stack, a specific customer routine is identified and completed. Or rather, converted. By identifying these customer routines, or journeys, we, as marketers, start to highlight ways in which we can enable our customers to have a better relationship with our brands.
The behavioral triggers remain the steady pulse through the lifecycle of a customer’s journey. They allow us to anticipate and address customer needs so that they can keep their other routines rolling. It’s important to maintain a steady pulse in the background, keeping a train on the tracks so that our customer can successfully get to their next step.
What’s a Behavioral Trigger?
A few examples of behavioral triggers include:
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And from there, journeys follow. Based on data journeys and patterns, the behaviors start to tell a story, the “what’s next?”, and once the behavior triggers, appropriate communication kicks off.
A Use Case
For example, if Brand A was a Coffee Brand, and if we go back to the morning routine example, drop in your customer’s use case.
A customer wakes up and makes a fresh cup of coffee. This customer could be part of several journeys:?
Based on the behavioral trigger (e.g., first-time purchaser, repeat purchaser, subscriber), the journeys start to outline correct messaging for the next purchase as well as interventions for when the behavior does not happen in the way in which is expected.
What’s Next?
There are thousands of ways to look at behavioral triggers. Start to outline the most important metrics and actions - what are the sales drivers - and start to open up customer journeys in your martech stack that are already there and fully present with your customer.
Happy Journeying!?
Ann, your insights on behavioral triggers in a customer's journey are spot-on! It's crucial to not only understand but also anticipate customer needs at each stage of their journey. Personalizing offers based on individual behaviors and interests, and segmenting customers by their value, can significantly enhance customer retention. Automating these tailored messages across different marketing channels ensures a cohesive and engaging customer experience, aligning perfectly with the proactive approach you've highlighted.