When was the last time you followed your customer journey—the step-by-step process of taking a prospective client to an actual client or customer? If the current pandemic has taught me anything as a business owner, it’s this: If there was ever a time to innovate, it’s right now. The world has changed overnight (quite literally) and, as a result, we need to take a deep-dive into our processes and determine if they’re still working for us—and if they’re not, shift gears to ensure we can continue to deliver on our clients’ immediate and long-term needs.
To unearth these unique opportunities, I suggest mapping your complete customer journey with fresh eyes and careful consideration of current events. You must understand each step in their journey in order to discover new ways to reach, communicate, support and deliver the best possible solution or services. To get started, try this road map method with the landmark stops your client takes along the way.
Landmark Stops
1st Stop — Awareness: Your prospective client identifies that they have a problem or need, and starts to seek out a solution.
2nd Stop — Consideration: Your prospective client begins to explore their options to help them clarify what it is they’re looking for.
3rd Stop — Evaluate: Your prospective client will likely research your company through your various marketing efforts (website, social media, online reviews, advertisements, direct mailers, etc.). Statistics show that nearly 3/4 of customers complete their research and have their buying decision made before making direct contact with you.
4th Stop — Decision: Your prospect becomes a client when you are able to provide a solution that solves their problem. A good match of services and trust in your capabilities provides assurance that they made the right decision.
Last Stop — Loyalty: Your client consistently has a positive experience with you, so much so that they become a brand loyalist for your company due to mutual respect and trust in your services.
Need some direction for creating your own customer journey and help unearth new opportunities to serve them? We are marketing experts who would be delighted to help grow your business—starting with your customer journey!
— Amy
