Is your customer's journey obvious?

Knowledge - a blessing or curse?

As a business owner, you are blessed with knowing all about your business.

But this can also be a heavy curse. Can you step outside your business and look at it from your customer's perspective without that knowledge clouding the view?

That knowledge can lead to all sorts of false assumptions about:

• What they see
• What they hear
• How they interpret it
• What they should do next
• Why they should do something
• The value they perceive they get

These are dangerous assumptions.?

Let me give you an anology....

There are two aspects to your customer's journey with you....

The journey to becoming a customer

To become a customer, it is likely your prospect will need to have multiple interactions with your business. Before social media, this was 6 or 7 times.

Now it's way into double figures and increasing all the time.

Your interactions need to take your prospect on a journey. I liken it to climbing a ladder of awareness.

From being unaware they even have a problem, to being ready to buy from you to solve that problem.

Your marketing needs to help prospects climb the ladder. Each marketing piece is targeted at just one rung or step.

Once they are ready to buy, then their journey as a customer begins.

The Journey as a Customer

Customers are hard to get so you need to look after them.

Here, it is often the little things that can make the biggest difference.

• Do they get a welcome email?
• Do they get a confirmation email of what has been agreed?
• Do you keep them updated throughout the process?
• Can they give you feedback?
• Can they contact you with questions?
• How about referrals and testimonials?
• What about upsells or repeat business?

There are so many facets to the customer journey.

PMMFS

Please Make Me Feel Special

At the end of the day, it's what every customer wants. They may not say so, but if you make your customers feel special they will become raving fans.

What can you do in your customer journey to make your customers feel special?

The Guildford Hub

The Guildford Business Hub is a community group for local businesses in Guildford and the surrounding areas. We hold twice-monthly workshops to equip small businesses with the skills and knowledge they need to build the business they want.

Our next meeting, on Thursday 2nd March, is all about the Customer Journey. MEssage me if you would like to find out more.

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