Most business owners know the importance of becoming more customer-orientated these days to stand out from their competitors. Developing a great relationship with both customers and prospects is one of the keys to success. An important aspect in getting this relationship is by understanding the customer’s buying journey.
Mapping the customer journey and all its pit stops is a smart way to help achieve success. Here are five tips to get your rolling on mapping your customer journey:
- Begin with thorough segmentation
As it may be tricky to map the individual journey of each individual customer, an in-depth segmentation exercise that identifies different categories of customers is the best way to begin. It’s vital for businesses to determine who the right buyer is and then work out what information those particular prospects need.
The best way to engage with your customers is by recognising the differences in your customer segments and adapting your approach to have the best impact on each segment.
- Cater to different touchpoints
With technology these days, customers are using different ways to do their pre-purchase research and businesses need to keep this in mind and cater to it. It’s important to integrate customer data from different channels then use each profile to work out when to communicate with that particular customer and what information to deliver.
- Make your content differ throughout the journey
Organisations should engage customers and prospects throughout the buying journey, but they should tailor their engagement to give people the value they’re looking for in that moment. For example, customers at the beginning of their journey are usually looking for general information.
- Respond to pain points
Customers are usually more than happy to express their dissatisfaction, and organisations should use this as an opportunity to reach out to their clients with relevant content. When a customer indicates a problem, always try to fix it.
- Anticipate everything
A well thought-out customer journey should be responsive to all the questions a buyer might have. If you take the time to discover what this could be, you could rework your website or develop helpful content to prevent concerns before they surface.
One last note; a map is only good with a clear destination. If your brand is on weak ground, the destination may be unclear. Clarity of your brand essence is critical before attempting a customer journey map.