While technology is driving longer buying journeys for customers considering big-ticket items such as travel, vehicles, or major appliances, at the local level it’s all about efficiency. A consumer may use up to 13 different sources to find out information about a business but when it comes time to convert to an in-store visit, they turn to Google. Four in five consumers use search to find local information and when they do, 50% of mobile consumers will visit a store within a day. Customers want Google to bring back the best answer to meet their needs, and they want it now.

There, they’ll find your location’s address and directions, hours of operation, phone number, customer reviews, and more—often enough to make a decision about your business, without ever having left the search engine results page. Understanding this customer journey is mission-critical, and high-performance marketers know it; in fact, 88% think a customer journey strategy it’s critical to marketing success, according to the Local Search Association. However, only 65% of these marketers said their brand has taken a customer journey approach to marketing, and 39% are not even actively mapping their customer journeys.

Where’s the disconnect? In this post, I’ll talk about how to identify and combat friction caused by data quality in your local customer’s journey, in order to improve the experience people are having with your locations, where and whenever those interactions are happening.