Think of the customer journey as the roadmap that lays out how a customer learns of your brand and the interactions they have with your business.
Here is the customer journey definition:
The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.
Understanding the many ways that customers approach your company, the decisions made and the feelings experienced along their path, will be integral in controlling future interactions. Identifying each of these will also give you insight into best design and content for your customers.
Customer journeys are very unique to each individual business and there is no such thing as a “typical” customer journey. Talking to your sales, marketing teams and even surveying customers will deliver feedback for you to implement and refine your ideal customer’s journey to purchase.
In the meantime, here are 5 General Steps that can help you understand customer journey:
Can be described as the extent to which an individual is familiar with a particular product, service, or brand. Awareness is a stepping stone to growing your company’s market share. Some examples of developing awareness can be word of mouth, social media, organic search (SEO), referrals and paid advertisements (online or offline)
Now that a potential client has become aware of your product or service they will consider the pros and cons that they unearthed during the Awareness stage. They will look at your brand strength as well as that of your competitors.A couple of examples of actions, visitors may take during the consideration phase are they may request additional information or ask questions via social or email. They can also engage with friends or influencers of your brand or in your niche to get more input.
At this stage, your customer has decided to make a purchase and often this is the customer’s emotional peak on their customer journey with your business. Now is not the time to stop marketing to this customer. Your new customer can now provide insight and feedback into their experience with your company internally or to the public. This is also the time to start the transition from just a customer to company advocate.
At this stage of your customer’s journey, your customer is actively using your product or service. As they assess their experience with your company, you can begin to measure their loyalty. Do not make the mistake and destroy your relationship by ignoring your customer. You should be checking in with them through quick surveys, feedback requests, etc. As a marketer or business owner you priority should be to turn your new customer into a repeat customer.
This is the stage where loyal customers become active ambassadors. Customers have gone beyond just buying from you but they now “Love your brand, and they will tell people that they should really consider your business.” Nurturing your relationship with ambassadors is a hands-on process. You need to empower your company’s ambassadors with the opportunities and information to sing your brand’s praises. Your customers can become your brand’s ambassadors and you can help them to become more vocal.
This is just the tip of the iceberg for truly understanding what is your customer’s journey. Knowing how a visitor became a customer and the different routes they took to make their purchase, will pay dividends in growing your customer base in the future.
Let us know if you have other steps in your business’ customer journey.