Customer Journey Mapping
Why top performers obsess over their customers’ journey
Are you like 66% of marketers and small business that could be doing a better job of staying in-touch with your customers?
So you’ve been busy growing your business for the past few years - honing your product, selling and marketing to customers, hiring key people, delivering and fulfilling orders, and making ends meet. By and large, you’ve been successful in winning loyal customers, and your revenue is up and to the right.
While some of your customers are purchasing regularly, many are only doing so occasionally, and many others you’ve lost touch with entirely. The good news is that coincidental run-ins, whether at industry events, on Facebook or Twitter threads, or when you happen to touch bases over the phone, are leading to positive outcomes.
The question is: how many more leads like these might exist? With a more systematic approach to when and how you engage your contacts, could you stay top of mind, be authentic to the brand you’ve created, and rekindle old conversations and leads from your hard-earned database? And, do you know the metrics and levers to grow your business faster online?
Companies like Amazon.com, Apple, and Zappos know this and invest millions each year into understanding their customers’ buying experience. They break down the customer journey, or the set of decisions and hurdles that a curious person (a “lead”) faces as they evaluate a product or service. Marketers and product managers develop aggregate buying personas that helps focus their messaging and features and implement tracking to assess customer progress through a funnel - whether it be making a first-time purchase, activating a new feature, or offering a product review.
This course looks at the customer journey and your touch points to ensure that you are optimised to grow like some of the fastest companies in the world. Sound good? Start here.
Dan is a customer centric marketing consultant with over 10 years experience working in corporate and 10 years running her own small marketing business. Visit her website at www.macinnismarketing.com.au