What’s the main goal of your business?
Of course, getting more customers.
But that’s not what you want to portray to your target market, do you? A business that only thinks of its sales graph, comes across as one that can lie to its consumers and fleece them to meet their own goals.
And in a generation where the consumers are consistently looking for value as well as information that helps them make a well informed purchase decision, it is important to keep the consumer-first approach in mind at all times.
In this post, we’re going to discuss why it is becoming increasingly important for businesses to focus on the customer’s journey more than just their sales graph.
What is a customer journey?
Customer journeys are end-to-end business maps that offer a visualization of the customer experience. Right from the outreach to the target market, customer acquisition, adding value to the prospect, to conversion, the map defines it all keeping the experience in mind first.
The aim behind creating a customer journey is to understand them better. What are your customers thinking when you approach them, what actions are they more likely to take, what are the thoughts that frequently come to them, what kind of concerns come up and when, what contact points are they comfortable sharing and what their purchase triggers are.
Creating a journey to conversion keeping every little aspect of the customer in mind, helps businesses achieve their goals more effectively and even reduce the sales cycle.
5 key elements of effective customer journey maps
1. Take the customer’s point of view
It is but natural for a marketer to take the business’s point of view in mind when creating a customer’s journey to conversion. But an effective map is the one that takes the customer’s point of view while laying the foundation. The journey should entirely be based on how the customer seeks for solutions to his needs, what he does and how he reacts to communication from a business.
The best way to execute this is to start by creating customer personas of your target audience. Take a look into the demographics of who your ideal customer could be, before breaking down the journey for him. Knowing them on a one-to-one basis is the trick to an effective conversion journey.
2. Create an actionable journey
You can’t expect a customer to continue receiving messages from your business endlessly – unless you want to be flagged as spammed or trashed. This is why it is important that a customer’s journey is actionable in nature. It should clearly be able to identify the positive and negative customer emotions, analyse their actions and optimize to cater to their expectations as well as meet the business goals.
For instance, identify the key pain points for your business and then associate the action you expect your target audience to take – firstly on their own and then when they’re aware of what your business has to offer. But ensure that you take both qualitative and quantitative research of the target market into account to understand a customer’s experience.
3. Leverage predictive modelling
Predictive modelling is all about understanding the future needs of your customers or how they would act to the changing market trends, based on the current data. When creating a customer journey to the first conversion, you need to also need to take into account how you plan on staying in touch and re-converting him in future.
Creating a holistic customer experience across all channels of communication is a definite must-have in a customer journey map. Not knowing how, when and what for to get in touch with the customer, will result in an eventual churn.
4. Measure the performance closely
A customer journey map is created to understand the customer better. So while you’re taking a prospect on the path to conversions, it is important that you track the performance closely. Right from the response rate to a campaign to every micro conversion during the journey, will give you deeper insights into what opportunities your business holds in the target market.
Digging deeper into qualitative insights can help marketers understand the customer’s emotions – both positive and negative, enabling them to plan their marketing campaigns for better results. Performance indicators definitely help businesses identify the untapped opportunity in their target market. Some of the metrics that you definitely must include in the customer journey is the net promoter score (NPS) and customer satisfaction level.
5. Create multiple customer journeys
Just like marketing campaigns and the various landing pages that your business needs to create, it is also important to A/B test customer journeys. One is simply not enough!
While creating customer personas for your target market, ensure that you take into account the various pain points of the potential customer, the solutions he could be looking for and how you could fit his needs best via which channel. The more tapered the journey is to be contextual, the more effective it is.
Customers form the core of a business’s growth. It is important that businesses now take the customer-first approach in all their marketing and sales approaches. The more the customer feels he is valued or being added value to, the more likely he becomes to interact with your business as well as convert.