A customer buying journey is just the professional way of saying these are the steps my customers take before they buy.
When you understand the steps they take you will have a roadmap for how you can be there in the right place, with the right tools, to help them make the right decision – to choose you of course.
Here’s how to get this right:
1. Do you know your customers?
Look at previous sales and segment customers into groups. Or for a new business consider who they might be and group them. Now for both, build personas to help you compartmentalise what type of shopper they are and what pathways they take to buy.
2. Now you know the pathways your customers take to buy.
Map these out into scenarios and describe the physical touchpoints. These are the moments or the stages the customer goes through. E.g.: A google search. In this case, next to any product photo have features and benefits that describe your solution to a problem or how you make life better, how you’re unique. With this map you can work out what you need to say at the right time. If they are in a store that’s a gift. Chances are they’re ready to buy. Make sure you add a carrot to help them decide right now, so they don’t leave.
3. What are you doing to get found/noticed?
E.g.: Online – You should have: SEO; Google paid adverts; links from other sites; your web address consistent and out there; advertising; signage; marketing relationships – The list goes on. Importantly, deliver great user experiences so you build advocates who refer you. For Bricks and Mortar retailers you should have the best location you can afford and everything listed above.
4. Looking at the touch points, do you have the suitable tools for each?
Touchpoints: The moments where your customer is looking, when you have the opportunity to bid for their business. Have the best tools you can in place, so they choose you. Headlines that hook them in, that solve problems. Then features and benefits that validate this. Great selling tools tell people what they need to know at that particular point of the buying journey.
5. Once you have a customer, keep them.
It’s easier to sell more to an existing customer than it is to find a new customer.
Delivering a great buying, and then user experience is key to building loyalty. Loyal customers are advocates who tell others to buy from you too.
6. When this goes wrong – what’s your complaints process?
Research says that for complaints, responding quickly and fairly grows loyalty.
a. How quickly do you respond? – very quickly!
b. Are you defensive (building conflict), a pushover (Giving refunds)?
c. Or are you understanding and confident? (Negotiable if value delivered is under expectation).
d. Rule 1: The customer is always right. Rule 2: Refer rule I – This isn’t always the case, but if there is a complaint you need to start with accepting this is likely your mistake.
e. How do you make good use of feedback? – This is where improvement can happen.
f. How well do you train, empower your staff to act on feedback when confronted? – Disempowered employees deliver a week buying experience.