The Customer Journey
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This document discusses improving a company's customer journey to increase sales and loyalty. It notes that 57% of purchase decisions are made before speaking to a supplier. The ideal customer journey involves helping customers through phases from knowing a company, liking it, trusting it, trying its products or services, buying, repeating purchases, and referring others. The document provides examples of content and touchpoints that can be used at each phase, such as content for awareness, education, engagement, and conversion. It also discusses mapping the current customer journey and designing an ideal one to better meet customer needs and monitor the experience.
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The Customer Journey
- 1. Fred Hess Improving Your Customer’s Buying Journey For Fun and Profit
- 3. People don’t need more information The reality of sales and marketing today
- 4. Customers are saying “Don’t call us, we’ll call you” The reality of sales and marketing today
- 5. Trust is always on trial The reality of sales and marketing today
- 6. 57% of a typical purchase decision is made before a customer even talks to a supplier. Source: CEB Global
- 7. Most of us think this is our sales process
- 8. This is most likely your sales process
- 9. 53% of those surveyed claimed that the sales experience itself was one of the greatest contributing factors in continued loyalty to the brand.. Source: CEB Global
- 10. These are the phases most customers go through What are you doing to help them decide to do business with you?
- 11. People don’t like to be sold to But they love to buy! Think about how you can help them buy! 11
- 12. © Duct Tape Marketing – all rights reserved • Message, ads, referrals, networking, earned mediaKnow • Website, blog content, social media, podcast, articles, toolsLike • SEO, webinars, marketing materials, white papers, self-serveTrust • Workshops, evaluations, demo, DIY training, starter, freemiumTry • Service team, new customer kitBuy • Post project review, cross selling, customer eventsRepeat • Champion events, partner intros, peer2peer roundtablesRefer Examples of what can be provided at each touchpoint
- 13. Use NPS on your current customers Net Promoter Score survey: • On a scale from 1 to 10, how likely are you to refer us to someone else? • Why did you choose that rating? • How could we have done better? Scores: 1-6 = detractors – probably won’t buy again 7-8 = neutral – may buy again 9-10 = fan, promoter, raving fan 13
- 15. How? 15 Step 1 Define customers Who are our best customers? Step 2 Analyze experience What is their current experience? Step 3 Analyze touchpoints Which touchpoints most impact success? Step 4 Design experience What is the ideal experience? Step 5 Monitor experience Are we delivering the ideal experience?
- 16. Know Like Trust Try Buy Repeat Refer Determine what you can provide at each touchpoint
- 17. Content for awareness • Blog posts • Events • Advertising
- 18. Content for trust • How-to content • Reviews • Testimonials • Articles
- 19. Content that educates • eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data
- 20. Content that creates engagement • Automatic referrals and reviews • Video success stories • Video testimonial party
- 21. Content that converts • In person events • Case studies • Contests • ROI calculators • Results • Certificates
- 22. Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify/Scoop.it
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- 26. Know Like Trust Try Buy Repeat Refer Determine what you can provide at each touchpoint
- 27. Map your customer journey Know Like Trust Try Buy Repeat Refer Promotion Ads, articles, referrals Website content, email Marketing kit Nurturing content New customer kit Quarterly events Partner intros, peer- peer webinars Product Newsletter White paper Webinar Core offerings Maintenance offerings, membership Community Process Sales presentation Evaluation meeting Service team, contract, delivery Post project survey, cross- sell presentation Results reviews
- 28. Content Plan & Editorial Calendar June July Aug Sept Oct Nov Theme Content Marketing Referrals Strategic Partners Building Authority Lead Conversion Advertising Blog 2X 4X 2X 4X 2X 4X Guest 2X 2X 2X 2X 2X 2X Podcast 1X 1X 1X 1X 1X 1X White Paper 1X 1X 1X Ex Article/OE 1X 1X 1X 1X 1X 1X Case Studies LI article 1X 1X 1X 1X 1X 1X Curate 1X 1X 1X 1X 1X 1X Social Media See Social Plan G+ HO 1X 1X 1X
- 29. Questions?