Starts with Engaging Customer Experiences
Customer engagement depends on your business taking the lead. Even though customers ultimately make their own decisions, they need to be ushered into them through a positive experience with your company. You can now control every aspect of this experience, right from the customer’s start as a prospect, all the way to a complete brand advocacy.
This process can be initiated by laying out a customer’s ideal journey, outlining your ultimate goal for them, then setting key checkpoints along the way. What are the steps?
Identify a goal
Whether you want to convert a lead, complete a sale, or promote a customer from gold to platinum status, you must first identify what their ultimate purpose is in a given time frame. This defines their value to you and sets a foundation to further flesh out their journey.
Ascertain what you are already doing to drive customers towards that goal
What are you currently doing to drive leads, sales, and up-sell opportunities? Keep those best practices handy for developing your customer journey. See what collateral, contracts, and other content you have in store for moving business processes forward.
Determine what else you can do to drive customers to that goal
What’s missing? There might be other steps or communications necessary to reaching your main goal, unaccounted for by your current process. Take record of this and patch it up. You can then add these to the customer journey map.
Map it out
This is where you combine all of the customer relationship steps you have deemed important, and you lay them out as checkpoints for the customer to follow, from beginning to end. Start with the prospect, deliver marketing collateral, field calls, offer trials, contracts, etc.
- Put it in action and watch what happens
Finally, you set your customer journey map in motion. If you understand your customer well enough, they will follow the path you have laid out for them. Follow the conversions all the way to the end, learn more about the customer and your company along the way!
Adjust for actual customer behavior
Many customers’ actual paths might not match the journey you mapped out initially. In this case, you simply watch their behavior and adjust the journey map accordingly. You can eventually fine-tune your processes for maximum customer satisfaction.
The customer journey is all about initiative. Find your strengths, discover where you can grow, and get ready to take the right actions with customers. Customer journey mapping will allow you to continuously learn about the customer’s needs and preferences along the way, and work up to your ideal customer relationship –- a gift that keeps on giving!