The Customer Journey. Like Americans and budgets, most business owners know they need one but few actually create one and implement it.
*Dave Ramsey has entered the chat*
The Customer Journey has evolved in recent years. Back in the day it mainly consisted of getting the customer interested in your product and selling it to them. Now, it involves all internal departments working together from the time your customer first hears about your product all the way through to when they are a happy and productive customer.
This can only be accomplished through consistent collaboration between sales, marketing, CS, support, product, and executives.
Salesforce recently explained in an article why every organization needs a Customer Journey Map and how to create one.
“The Fourth Industrial Revolution is redefining customer expectations every day, with the average consumer now using 10 channels to communicate with businesses. All these touchpoints create increasingly complex customer journeys, making it more difficult to always ensure a great customer experience. But customer experience is more important than ever and according to recent research from Salesforce:
80% of customers now consider their experience with a company to be as important as its products.
69% of consumers want to talk with a company in real-time.
60% of customers in the UK expect the customer experience to be connected.
Read the full article here: https://www.salesforce.com/uk/blog/2016/03/customer-journey-mapping-explained.html
Now that I have your head spinning, let me let you in on a little secret that’s really not a secret at all: The companies that implement this the soonest will be the companies that win in the end.
Hence the title.
So, Ms. or Mr. Start-up owner, if you’ve read up to this point, you’re probably wondering how to best map out a quality customer journey. Well, the truth is, there is no one-size fits all for a successful journey map. And that’s how it’s supposed to be. Every start-up is different regardless of how similar your product or service is. Every client is different also.
The most successful journey maps ensure that the product can be tailored to meet the needs of each client. When needs are met, outcomes are achieved. When outcomes are achieved, customers becomes long-term and successful.
Like Jeff Bezos says, “We innovate by starting with the customer and working backwards.”
When mapping out your first customer journey, here are 3 questions I recommend asking yourself. I call this The 60/24/3 Rule:
- If I could put 100 of my niche customers in one place for 60 seconds, what would I want to say to them to get them interested in my product or service?
- If every new client had 24 hours to use my product or service before they could get a full refund, what would I do within those 24 hours to get them to sign on for another 3 months?
- If every client that signed on for 3 months could get a full refund after their term was done, what would I do within those first 3 months to ensure they see long-term value in my product or service?
Answering these questions will give you a pretty clear vision of how you want to attract your niche customers, what their first experience as a new customer will be like, and what you will do to consistently show them value.
How potential customers hear about you is vital. But the first experience they have as a new client and the 90 days following are the two most critical parts of your customer journey. These two components are what will help mitigate buyers remorse and affirm to the customer that they made the right choice by signing with you. This will ultimately help reduce churn and pave the way for a more loyal and happy client base.
Remember, each journey map is different depending on the product or service, and the individual needs of your clients. If you are part of a SaaS or Digital Marketing start-up, and are looking to construct your customer journey, I would love to connect.
Gainsight created a great video about the importance of journey maps and how to create them.
Feel free to reach out and we can collaborate on how to give your customers a great experience during their time with you.
- Webinar: Customer Success Lifecycle Journey Maps https://www.youtube.com/watch?v=z2DsEVUeSro&t=329s