Customer needs product/service. Customer sees that your product/service fits their need. Customer buys product/service from you.
Is any exchange ever that simple?
We can assure you that most of the time, it won’t be. Which is why, rather than focusing on simply trying to funnel your customer to a single end point via one well-trodden path, we’ve got a better suggestion for you.
Focus on your customer journey.
If you’ve not done so already, start mapping your customer journey. Knowing how your customers are experiencing your company is vital for your future success.
Before, during and after the exchange of your goods or services, know what touchpoints you have with your consumer. This includes emails, advertising, social media activity, physical purchase/online checkout experience, customer service, post-purchase surveys and more.
Tips to improve your customer journey:
- Make the journey seamless – are some discounts available online only? Are customer profiles updated so that you have the most recent data on them?
- Make sure that customer-facing staff know what an important part they play
- Ensure that your website is simple to use – consider what the core functions are
- Be customer-centric – easier said than done! Put yourself in the shoes of the customer and think of ways to improve the process
- Conduct testing – user testing of the website, mystery shopper experiences, A/B email testing, etc.
Creating a positive customer journey is no small task; it involves many smaller moving parts. Think of the customer journey like a watch – when all of those tiny cogs and wheels move in harmony, you have a perfectly functional watch. If one of them fails, or is faulty, you may still have a working watch, but it doesn’t quite keep time correctly. You need all of the separate parts of your business to be the cogs and wheels working in unison.
To help you and your staff start thinking about customer journeys, we’ve put together some thought-starters. Get a team together and start a dialogue about your customers and the ways they experience your company:
- Do you know the combinations that these touchpoints come in?
- What is the most efficient route from initial contact to purchase?
- Are your customers’ goals aligned with your business goals?
- Can we shorten the journey to improve a customer’s experience?
- What is the biggest impediment to purchase?