Beyond the Sale: Building Lasting Customer Relationships
Feeling lost in customer land? Stop wandering and become their hero!
Ever feel like you're herding cats when it comes to your customers? Imagine if you could truly understand their entire journey, from the moment they desperately search for a solution, to bragging about you to their friends like you're the answer to their prayers.
That's the difference between:
- "meh" experiences and service that makes them sing your praises.
- products they kind of like and ones that leave them saying “Wow, I gotta tell everyone about this!”
- happy customers and raving fans who write glowing reviews, refer their friends, and become your most loyal advocates.
Understanding their journey isn't just about facts and figures, it's about getting to know them, what makes them tick, and what keeps them up at night. Because when you know your customers like family, you can deliver the kind of personalised experience that makes them feel like a million bucks.
Deliver experiences so epic, they deserve a sequel (and customer insights to fuel that sequel’s success!)
In today's business jungle, where competitors are lurking around every corner, understanding your customer is the ultimate weapon. But how do you crack the code to their desires, predict their needs, and create an experience that has them hitting that ‘repeat purchase’ button faster than you can say "happy customer"?
Here's the not-so-secret secret: take a deep dive into your customer journey! It's like having a map to their treasure chest of loyalty (and by treasure, we mean more sales, of course).
Ever felt like you're stuck in an airport with a million confusing signs, and no idea which luggage carousel is yours? Running a business without a customer journey map can feel a bit like that. You're working hard, but the results just aren't there. You know you've got something great, but you're stressed instead of seeing happy faces walk through the door. Maybe your customers are out there, but they're not finding you, or if they do, they're bouncing faster than a superball.
But maybe you're already doing okay, and you have a growth mindset that craves MORE!
That's where a Customer Journey Review comes in – it's like giving your business a full-body check-up!
A Customer Journey Review can help you to:
- uncover who your customers REALLY are now, because let's face it, people change, and your customer base might have evolved since you first started
- discover what they ACTUALLY want, not what you think they want (because sometimes our assumptions are as outdated as dial-up internet)
- unearth new ways to help them, because there's always room for improvement, and who knows, you might discover a hidden niche you never knew existed!
- turn satisfied customers into raving fans, because happy customers are good, but FANatical customers are the ones who write glowing reviews and bring their friends along for the ride.
Here are five signs it's time for a Customer Journey Review
- Marketing Mayhem: You're pouring your heart and soul (and budget) into marketing, but the leads are a trickle, and the ones that do come through just aren't the right fit.
- Customer Confidence Crash: Leads aren't converting, and the ‘know, like, and trust’ factor feels like it's vanished. Maybe your competitors are offering something you're missing?
- Product or Service Slump: Demand seems to have dried up faster than a puddle in the desert.
- Productivity Plunge: Your profits are shrinking, and you blame it on rising costs, but maybe there's a deeper customer-related issue at play?
- Disappearing Dependability: Repeat business and referrals are MIA – not a good sign!
So, what are you waiting for? Let's dive into those key areas!
- Touch Points: These are the moments where your customer interacts with your business – map them out and find the places where they're getting frustrated, confused, or jumping for joy. Then you can fix the bad, accentuate the good, and create an experience that's smoother than butter.
- Messaging: Is your message getting lost in translation? Make sure it resonates with your audience and speaks directly to their needs and desires.
- Perspective: Become a customer detective and crack the case of their buying journey! Imagine slipping on your customer's metaphorical shoes (or clicking through their virtual trail). Suddenly, the whole experience makes sense! You see how they interact with your stuff, what information they crave, and where things grind to a halt like a rusty old swing set. With this newfound knowledge, you can smooth out the bumps, iron out the wrinkles, and create a journey that's as smooth as a freshly paved road. Your customers will thank you for it!
- Loyalty: Turn happy customers into your biggest fans! When they feel like you truly understand them and value their business, they'll become your personal cheerleaders, spreading the word about how awesome you are. This also helps you find ways to wow them even more throughout their journey, creating a never-ending cycle of happy customers.
- Innovation: Unleash your inner genius (and boost your bottom line)! By listening closely to your customers, you'll discover hidden desires and frustrations that can spark a firestorm of innovative ideas. Think game-changing new features, mind-blowing service options, or even entirely new business models!
- Optimisation: Stop wasting time and money on things that don't matter! By pinpointing the bottlenecks and roadblocks in your customer journey, you can streamline your processes and free up resources.
The takeaway: exploring your customer journey is like giving your business a superpower!
The more you understand your customers, the stronger your connection becomes. This translates to a loyal fanbase, a constant stream of innovative ideas, and a business that runs like a well-oiled machine. Who wouldn't want that?
Need support to do a Deep Dive into Your Customer’s Journey?
Developing a Customer Journey Map can be a complex process. ODI can support you with the process! Using our unique T.R.A.V.E.L. Guide to Customer Journey Map, you explore each touchpoint, understanding the customers’ emotions, thoughts, and motivations at every stage.
The Ripple Effect of Success
Your commitment goes beyond individual customers! By empowering your customers, you will be contributing to a larger economic ecosystem, creating a ripple effect of prosperity and innovation.
Authored by Rae MacDonald, a customer service specialist.
If you would like some help with a customer journey review, contact Nicky on 021 133 1201 or info@odi.org.nz.