Journey Mapping Post #4

Using Digital Behaviors to Drive Omni-Channel Conversions

Identifying triggers that lead to conversion will drive efficiency

The best brands don’t wait for customers to make the first move—they use digital behaviors to anticipate intent and trigger the right messages at the right time.

Take SiriusXM, for example. While they are investing heavily in their App to make the brand more relevant to people OUTSIDE their car, they still do a great job of leveraging a new car purchase as a trigger to drive conversion. 

When I purchased a new vehicle, it came with a complimentary SiriusXM trial. While it was my choice to activate it, instead of waiting, SiriusXM proactively guided me through an omnichannel journey:

First, I received a targeted email prompting me to start the trial. The email asked, “Are you in your car right now?”

 - By saying “yes,” I  received real-time activation instructions.

- Had I said, “no”, I would have received an SMS reminder for when I was in the car.

By blending email and SMS based on my behavior (and by giving me a ridiculously low price), SiriusXM converted me past the trial period. 

Actionable Takeaways:

- Use behavioral triggers to engage customers at the right moment.

- Personalize messaging based on context to remove friction.

- Integrate multiple channels (email, SMS, etc.) for a seamless experience.

How are you using customer behaviors to improve your omni-channel strategy?