CUSTOMER
JOURNEY MAP
Every journey begins with a map. This is especially true with your customer. The most important thing you can do is to map the journey your customer takes and then optimize the path that brings your customer to you. Your customer journey map includes these steps:
STAGE 1 : DISCOVER
In the Discover stage, the prospective customer becomes aware of your company and offering. Customers can simply stumble across your offering through your outreach efforts, however, the most effective method is to be found when they are looking.
STAGE 2 : INVESTIGATE
Once prospective customers become aware of their needs, they will investigate options for solving those needs. If customers have found you during the Discover phase, you become a part of their “consideration set” and they research you along with other options for solving the need.
STAGE 3 : ENGAGE
After completing their research, prospective customers will narrow their choices and contact those who have made the cut. During the Engage phase, they may visit your website, email, call, or visit your physical location, depending on your product and its buying cycle.
STAGE 4 : PURCHASE
If the customer decides that you are the best option to solve his or her needs, then he or she will purchase your product or service. The more simple the purchase process, the higher the likelihood that you will win the business.
STAGE 5 : RE-PURCHASE
Your relationship with the customer doesn’t end at purchase. The lifetime value of a customer is worth many times that of a single purchase. In addition, it is five times more expensive to find a new customer than it is to keep an existing one. Once customers make a purchase, it is critical to optimize the delivery and use of your offering so that you continue to encourage re-purchase.
STAGE 6 : ADVOCATE
One of the most difficult shifts in thinking for almost any organization is to stop thinking of customers in terms of how much they will buy from you and to start thinking of customers in terms of how much they can sell for you. 92% of all purchasing decisions made today are based on some else’s opinion. In the Advocate phase, you convert your customers into your volunteer sales force so that they can help others discover you.
STAGE 1 : DISCOVER
In the Discover stage, the prospective customer becomes aware of your company and offering. Customers can simply stumble across your offering through your outreach efforts, however, the most effective method is to be found when they are looking.
STAGE 2 : INVESTIGATE
Once prospective customers become aware of their needs, they will investigate options for solving those needs. If customers have found you during the Discover phase, you become a part of their “consideration set” and they research you along with other options for solving the need.
STAGE 3 : ENGAGE
After completing their research, prospective customers will narrow their choices and contact those who have made the cut. During the Engage phase, they may visit your website, email, call, or visit your physical location, depending on your product and its buying cycle.
STAGE 4 : PURCHASE
If the customer decides that you are the best option to solve his or her needs, then he or she will purchase your product or service. The more simple the purchase process, the higher the likelihood that you will win the business.
STAGE 5 : RE-PURCHASE
Your relationship with the customer doesn’t end at purchase. The lifetime value of a customer is worth many times that of a single purchase. In addition, it is five times more expensive to find a new customer than it is to keep an existing one. Once customers make a purchase, it is critical to optimize the delivery and use of your offering so that you continue to encourage re-purchase.
STAGE 6 : ADVOCATE
One of the most difficult shifts in thinking for almost any organization is to stop thinking of customers in terms of how much they will buy from you and to start thinking of customers in terms of how much they can sell for you. 92% of all purchasing decisions made today are based on some else’s opinion. In the Advocate phase, you convert your customers into your volunteer sales force so that they can help others discover you.