Customer journey challenges you need to overcome in 2016

The modern world’s customer journey has become more complex. Mobile, social media and the web has drastically changed customer behavior.

Below you can see the customer funnel that illustrates stages that users go through in the typical buying cycle.

Funnel

With a proper sales funnel you can get fans for your product who you never even knew existed.

We here at bmetric think providing a great customer experience is the most important factor for a successful company. So let’s go through those stages to discover the main challenges in the customer journey.

  1. Awareness

Time spent on this stage can be a lot or a little. Whoever has spotted your product/service has become aware that they have an issue, need or something has come to their attention. The question is: how can potential customers find you? Well, it can be done in several ways:

  • Social Media marketing
  • Email marketing
  • Cold calling
  • Events
  • Advertising
  • Word-of-mouth

But it all comes down to whatever it is you are selling. For example, if you are selling beauty products then email marketing is very effective.

Remember to think creatively. For example, a platform that offers gamification elements raises interest. Nike+ keeps their fans engaged with challenges, such as how many calories they burned in a day. These things are shared on social media, which encourages friends to join the challenge as well.

  1. Consideration

In this customer journey stage the pros and cons are being weighed. It’s important to back off a bit. Depending on what you do, you can try giving out:

  • Free samples
  • A success story
  • Videos

[bctt tweet=”Think like a car salesman, an important part of the consideration is the test drive.”]

Any sort of distraction can cause a lost opportunity. Ensure that your website, blog, etc. doesn’t distract your visitors. Easy navigation to find what they want fast is necessary too.

  1. Preference

The more you understand your customer the easier it is to make sure you are addressing their preferences in their customer journey. Think about things like:

  • Is your offer clear?
  • What is your USP?
  • Can customer see clearly the value of your offer?

One thing that can definitely make this stage easier for the potential customer are reviews. For example: Trustpilot, a platform for product reviews, reports that reviews can provide a 40% revenue boost from one year to the next. People trust ratings and what others have to say about a product. It can eliminate any doubts potential customers may have.

  1. Purchase

The stage, which many companies think as the final one. Yes, it is the part where a customer will invest in solving their problem/need/desire. They are convinced that your product is the best choice and they would happily pay for it. But in this stage you also have to think about what would make them come back or better yet spread the word. Meaning: building loyalty.

  1. Loyalty

“On average, loyal customers are worth up to 10 times as much as their first purchase.”

White House Office of Consumer Affairs

When customers feel taken care of they are more likely to become loyal. It’s easy to just leave this stage be and make it up to the customers if they want to come back. But we assure you: a strategy to keep your clients in the loop is very important. How exactly? It can be done in simple, creative ways. For example:

  • By checking in with them
  • Newsletters
  • Social media
  • A thank you/birthday message
  • An offer just for them

Show them that they are important and you remember them.

  1. Advocacy

When it comes to advocacy, organic love is better than paid love. Apple fans will wait in line for days to get the latest phone, even if they don’t have a clue about the new functions. You can’t buy that kind of love. The magic here is simple: care about your customers and they will spread the positive word-of-mouth willingly. If they have had an amazing experience with your brand, they are more than happy to share it with others.

There is nothing stronger than good old word-of-mouth marketing, and it’s true!

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