What's Your Customer's Journey (Journal)?

You're working hard to serve your customers. Sometimes it seems thankless.

But do they feel well served?

Wayne Mullins from Ugly Mug Marketing recently came on Sales for Nerds to talk about "Full Circle Marketing" (also the title of his book), turning strangers into customers and customers into evangelists.

And he cited that statistic in the graphic above.

And he mentioned a couple of techniques for serving customers better and therefore being able to market to them better:

• The Customer Journal. Can you write a page in your customer's journal for them? Hitting on the highs, lows, hopes, fears, etc? It's one thing to map the customer journey, but what about the Customer Journal?
• The Expectation Litmus Test. Now map out the customer's journey, their experience with you, from start to finish. For each step in the journey, define the appropriate expectation (answer the phone in 3 rings) and the below-expectation outcome (phone answered in more than 3 rings, or not at all). Now you can see how your service actually works, and devote your precious energy, time, and money into the areas that need it.

Check out the details, and much more, including Wayne's Donut Marketing Strategy with the full interview with Wayne.