+44 (0)7779246277 hello@specialpreneurs.com

Knowing what your customers really want is key to success. This comes as no surprise to most of us, but, it is something that on a deeper level can be easily overlooked. Good customer service, value for money and quality products are a given, but what else do your customers want?

We used to think customers moved fairly logically through the stages of the funnel. Starting at awareness, moving to familiarity, then consideration, purchase and finally to loyalty…However, nowadays consumers are more informed and demanding than ever, they constantly raise their expectations about the experience they want to have with your service or product. The internet enables your customers to form developed perceptions about who you are and what your brand means to them.

Visualising the journey of your customer or potential customer can also help you ensure that your goals are aligned to their goals. E.G. You want to increase sign ups to your newsletter, creating a map of your customers journey can help you to identify the exact moment at which sending one out works best for your customer, improving their overall experience while also ensuring it has ultimate impact by really getting noticed. It is an essential way for you to really see what your customers experience is like through their own eyes, allowing you to identify key points which might be blocking or impending the customer journey and experience.

Start the journey.

Think of this journey as a roadmap, you want to think about how your customer becomes aware of your business, how they interact with you and what they feel along the way. It sounds like a big task but, in reality you can map out your customers journey by following a few key points which will help you understand and nurture the experience they have with you.

Start by writing a list which details each step your customer takes with you from beginning to end. At each stage note what you think their expectations or concerns might be, take a moment to acknowledge what state of mind they are in.

Customer steps might include:

  • The moment they first come across your brand. This could be a social media advert, your website or feedback from another customer
  • The layout and feel of your shop/website. Does it fit who they think they are? Does it give them confidence in you? Does it excite them?
  • Their first contact with you/employees. Speed, knowledge and efficiency of your replies. Are they gaining or losing confidence at this point?
  • The look/feel of the product/service. Does your customer have confidence that it is the right product for them? Is the price right? What happens if they feel later that they made the wrong decision?
  • Point of purchase. What motivates them to buy?
  • After thoughts. What would they say to friends/colleagues about you, would they feel inclined to go out of their way put a good review/testimony for you on your website/social media? Do they feel valued?
  • Coming back for more. Would they come back and use you again? How are you ensuring they know you would like to see them return?

Get the most out of it.

A good customer journey map should be able to convey the story of your customer totally on its own. It should provide an accurate, visual representation of the experience your customer has taken from start to finish.

Remember – there is no standard blueprint for a customer journey, it could be done using high tech design principles on a computer or simply drawn in pen with stars and smiley faces, as long as it is easily understandable and identifies each of the key stages and touch points you will find you have an invaluable piece of information and a great foundation on which you can build your own strategy to optimise your business and the customer experience as a whole.

Have a safe trip!