Brick-to-click is a seamless process that creates a seamless customer experience from physical to digital touchpoints. This process is crucial for companies to understand as it honors the digital transformation that has unfolded over the past decade — a transformation that, if not recognized or understood, can cause businesses to become irrelevant or fall behind on the S Curve of Growth.

Digital transformation isn’t a one-off initiative. It is all about the depth of how technology has disrupted how consumers and employees interact today. Knowing the process of moving from click-to-brick and brick-to-click again allows businesses to get a more holistic view of what’s happening along the customer’s journey. This end-to-end view allows customers to become more interconnected across multiple interactions with a brand. As a result, brands become more competitive by meeting the modern customer exactly where they want to be met.

Infusing Empathy Into the Customer Journey

Staying relevant in today’s digital world requires organizations to take a predictive stance on what’s happening in the customer’s experience and the employee’s experience alike. Predicting customer and employee needs as buyers progress from in-person to digital touchpoints and back again requires an empathetic view.

Empathy isn’t easy to quantify. Because of that, many teams keep empathy high-level, making it harder to digest. We argue that digging deeper to understand the people behind the journey through quantifying qualitative data like empathy mapping allows teams to pinpoint where there are potential disconnects in their brick-to-click journey and find innovative ways to connect those gaps.

Building a Brick-to-Click Intelligent Operation

Intelligent operations leverage data to create best-in-class customer experiences. This data-centric approach requires analytical rigor and forethought to converge combinatory systems across a brick-to-click journey and through this bow-tie funnel.

Traditionally, organizations didn’t need to go this deep. Still, now that technology has put buyers back in the driver’s seat, organizations must get more data-centric with how they reach their buyers at every stage. With the disruptive nature of the digital landscape, teams can honor behavioral psychology and deep neurological complexities along the buyer’s journey, helping people move through the pre-purchase and post-purchase funnel faster.

It’s the End-to-End Customer
Journey that Drives Growth

Predicting behaviors as customers move through their journey, ebbing and flowing between in-person touchpoints to digital, requires the marriage of analytics and journey mapping. By infusing analytical rigor into a tried-and-true customer journey map, teams can work cohesively to fulfill the organization’s vision at every stage of the buyer’s journey.

This type of map can serve as a digital twin, helping replicate what’s happening in the buyer’s world and what’s happening in your organization’s world. Putting this deeper insight at your team’s disposal will help you analyze how your people, platforms and processes align with the modern customer’s brick-to-click journey.

Understanding the Customer’s Brick-to-Click Journey

StoryVesting Framework

The StoryVesting framework combines internal brand experiences with the external customer experience to better understand how to merge these experiences at every stage. By leveraging this framework, teams can better retain top talent and build loyal customers as the exceeded expectations boost the cognitive associations of the brand.

Empathy Mapping

Operating with empathy allows teams to get an irrefutable and insights-centric view of what customers think, feel, say and do. This vantage point lets teams take a more human-centered approach to develop experiences through product offerings, marketing campaigns and retention drivers.

Transformative Alignment of the 3Ps

When there’s a gap internally between the 3 Ps, everyone suffers. Bringing together the people, processes and platforms used to develop a seamless brick-to-click experience allows companies to drive transformation through closer internal alignment. As these three core elements unite, customer and employee experiences improve.

Advanced Data/Analytics

The benefit of brick-to-click journeys is the immense amount of data and analytical loops that can be harnessed for deeper insights. As companies get this more sophisticated look into what’s happening throughout the organization, it becomes easier to identify transformative opportunities and innovative ways to meet consumer demands head-on.

Customer Experience (CX) Terms