How to create a digital customer journey with Martin Röver-Parkes

Customer expectations have shifted in recent years. Digital customer journeys are now a MUST for companies who want to stay competitive. Martin Röver-Parkes, VP of Product Management at Scrive joined "a roaring podcast." to discuss:

  • How to create digital customer journeys
  • The 5 why's of understanding your customers
  • Why B2B companies are trailing

Customer expectations in B2B are shifting fast. With new digital services emerging like Klarna payment solutions, Foodora, Uber, Voi and many more, the standards of digital services today are at a completely different level. And this is what your buyers are now used to and expect.

Seamless digital customer processes have shown to increase conversion rates and customer experience (hence loyalty and retention), while reducing costs from administration.

But how do you create a digital customer journey that your customers will love?


How to create a digital customer journey

Martin Röver-Parkes summarizes the process of creating a digital customer journey in a framework:

1. Do the discovery and find out what the pain points are and what success looks like for the customer.

2. Understand what the customer wants to achieve and then think about how you could do that digitally rather than physically.

3. Prototype and mockup your solution.

4. Gather feedback and iterate on your solution.

5. Release and implement your solution.

"After releasing your first version, you will have to set up a process for continuous improvement and iterations." Martin says.


The 5 why's of understanding your customers

In Martins framework, the first step is understanding your customers problems and pain points. A way to get there is through the 5 why's.

"I think companies normally fail when creating digital customer journeys, because they don't understand the customer and the problem deeply enough." Martin Says.

"A way to get around that is through the 5 why's, where you use the question why to get to a deeper understanding of the problem. For example, let's say you are thirsty. Why are you thirsty? Ok, you've been doing sport. Why have you been doing sport? Oh, you're trying to loose weight and so on..."

"Once you've asked five why's you should know enough to get going on trying to solve the problem. I always say, if you've got a 100 hours, spend 99 hours understanding the problem, and 1 hour fixing it."


Why B2B companies are trailing

B2B companies are trailing when it comes to creating digital customer journeys that are smooth and simple. Martin gives his take on why that is:

"I think the issue with B2B is that for a long period of time, it was acceptable to provide a subpar experience. As customer expectations have dramatically increased in the last few years, B2B just hasn't been able to keep up."

"A lot of B2B companies I think are struggling because they can't seem to connect the changes they need to make to bottom line, revenue and growth. At the end of the day, for me, if you are building an exceptional experience - solving the pain points and problems of your customers - the revenue will follow."


Listen to the full podcast episode here.

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