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    In today’s competitive market, customer experience is the number one key reason people repeatedly return for more and recommend your business. Word of mouth and referral marketing is the best kind, so ensuring your customer journey and experience with you is better than the rest will provide your business always stands out from the crowd. We’ve already talked about the statistics and costs of acquiring and what happens when a customer leaves unhappy here; however, when you really work out how much acquiring a new customer costs, you should be doing everything in your power to win and keep them coming back for more.

    Even before the pandemic started, the trend in consumer communication shifted dramatically from a saturation roll-out style to an individualised customer experience. Research from PWC shows that 86% of buyers are willing to pay more for excellent customer interaction. An analysis from OpenText shows that 63 per cent of Australian consumers are more likely to buy again from brands that treat them as individuals. Understandable – the days of feeling like a number are long gone. 

    With increased consumer expectations for a great experience, how exactly do we map the customer journey, and why is customer experience so important to marketers? It really boils down to gathering those much-needed insights and directing marketing focus into the right areas to gain results. 

    Here are the questions you need to ask and the steps you need to review to adapt your business processes which ensure your customers and prospects have a winning experience with you every time.

    As consumers, we search for solutions in many different ways. We utilise Google searches, mine for answers within Facebook Groups while seeking specifics and any warranties or guarantees about people’s actual experiences with varying types of services or products. As you would experience yourself, every stage of buying invokes different thoughts and feelings for each step. 

    When making a purchase that we see as valuable or having stature, we generally go through five different stages of buying. 

    1. Need recognition and research
    2. Evaluation and comparison
    3. Consideration and quoting
    4. Engaging and purchase
    5. Post Evaluation

    Understanding and mapping out the questions and feelings for each customer profile will support you in making sure your website, sales process, and content set you up for conversion success.

    Answer these questions in each stage to make your insights even more effective.
    1. Where are your customers from?
    2. What are their questions?
    3. What are their feelings and emotions?
    4. How do you convert them to a sale?
    5. Where are the gaps, and how do we fill them?

    An activity we undertake with our clients to energise marketing strategies can be found on the link below.

    Once you’ve worked through the five buying stages, turn them into advocates for your business! Then, make sure you follow through and create campaigns that can bring back customers time and again. 

    Is your customer experience journey falling short? Get in touch here if you need some help to map out your client journey and gain ideas on things you can implement. 

    Seize the day! Opportunity for future success awaits.

    Customer Journey Map

    Download and print this activity sheet to map your customer journey and create a winning experience for them every time!
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