Journey Mapping Post #2

Every customer journey is a story

When we began working with The Chamberlain Group, their paid media efforts for LiftMaster were heavily concentrated on Monday Night Football, a NASCAR sponsorship, and radio. However, switching the paid media focus to staying top of mind for garage door openers—where purchases happen only every 15 to 20 years—required a different approach. 

To evolve from a broadcast-heavy strategy to a fully orchestrated activation across paid, owned, and earned channels, the company invested in customer segmentation and purchase journey mapping. In addition to this work, our team developed social media and digital profiles for each segment, all of which became inputs that allowed us to make smarter decisions about when and where to insert the brand into the lives of our key audiences.

Armed with prioritized customer segments aligned to specific products, a deep understanding of behaviors across all stages of the purchase journey, enhancements to the digital ecosystem, and a rebrand to reflect better the company’s focus on smart access, we reallocated spending from 85% broadcast to 85% digital

The Results:

- YOY revenue growth for four consecutive years.

- Increased frequency within key segments, with brand awareness reaching an all-time high.

- Purchase consideration increased by more than 60%.

- Leads delivered to the Dealer network grew by 1,900%.

Along with an amazing client team, we recognized that a great customer experience isn’t about a single moment—it’s about designing an interconnected journey.

Actionable tip: Start by identifying key moments in your customers’ journey. Ask:

- What are the triggers that get customers thinking about a purchase? And can you be visible in those moments?

- What steps lead customers to choose your brand?

- Are there friction points you can eliminate?

- How can you create a seamless digital-to-physical experience?