Today I want to talk about the customer journey, which is something that I believe is really, really important. I think it’s often overlooked and it’s one of the most important things in my eyes – to look after your prospects and your leads and your customers at every stage of the journey.
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So I’m going to definitely do some more episodes on this because there is so much that you can cover off when you’re talking about the customer journey.
So what happens to your prospects? So those are the people that have never heard of you, they don’t even know you exist, but they’re the ones that you want to buy from you. So what would be the journey that they go through, through getting to know you?
So maybe they’ll hear about you through a referral, through word of mouth.
Maybe they’ll read about you in a magazine or an online article.
Maybe they will see you on social media and maybe they will see some ads.
Maybe they will search for you or search for a product or service that you provide in Google and they come across to you that way.
So from the minute that a prospect comes into contact with your business or your brand, that is the start of the customer journey.
So at every point from then, you have to be thinking about creating an amazing customer experience and being on-brand.
So as they are prospects and then once they have shown an interest that maybe they’ve joined your newsletter, maybe they’ve watched a video, maybe they’ve downloaded your lead magnet or done a quiz or you’ve met them at a networking event and they’ve said they’re interested, then they become leads and you’ve got to think about what’s that process that you take for your leads to get them to become customers.
So that’s all about getting them to know, like and trust you and nurturing leads to get them to actually cross the line and make a sale.
So again, in that process that your prospective customers are going through when they are leads, what is that process like for them?
Is that journey, is that experience one that you would be proud of? Do you even know, have you mapped out what that experience is?
Then last of all, when they become customers, it’s thinking about things (if you are selling products) like the delivery, the packaging, the unpacking process. It’s about providing great customer service.
It’s about being remarkable and surprising and delighting your customers. Going over and above what they would expect.
Then the customer journey continues because hopefully, they will go on to refer you to friends or to other people in their business. Hopefully, they’ll come back and buy from you again.
One of the things that you can do is measure the experience that your customers have had with your brand using something called NPS. That’s Net Promoter Score.
My call to action today would be to map out your customer journey – what happens from the point a prospect becomes a lead, through to a customer. Hopefully through to leaving you fantastic reviews and referring you on to other customers. Ensure that you are delivering a really fantastic customer experience at every one of those points, that you are on brand and that you’re embodying your brand values and what you believe about your business at each one of those steps.