Journey-path

Using the 5 stages to build a customer journey

In an earlier blog, I wrote about how we can make our customer journeys stick. How can we improve them? To answer those questions, you must fully understand what a customer journey is.

Life is about evolution and things around us change, grow, and morph into different and sometimes better things. With what is happening in the world today, it is not hard to wonder what growth and change will occur that we will be able to witness? Our customers are going through the same thing as we are and understanding at what point and stage, they are in this journey is important. That is why it is important to understand the different stages of the journey so not only can you drive action at each stage but maybe empathize with your customers during this journey.

Awareness stage

This is the part of the customer journey where you are introducing or repositioning your brand to prospects or customers. It is where you are identifying pain points that your brand, product, or service can remedy.

Consideration stage

Your prospect or customer is passed the getting to know you stage and is now further considering your brand. They more than likely are already opted-in to your communications, follow you on social, and have conducted various searches across different platforms about your brand. They are looking at reviews and considering all data points associated with your brand. At this stage, you should be creating targeted social media campaigns, nurturing campaigns, and possible direct mail of materials.

Purchase stage

Here, your customer is past considering and are more than likely going to make a purchase but haven’t made that final decision. They more than likely have visited your site and have an abandoned cart. You may consider sending them a reminder of items that they were interested in buying or offer an incentive to close the sale.

Retention stage

After you put so much effort into acquiring them, you can’t lose them now. Customer retention is just as important if not more important than acquiring them. After all, customer retention is far less expensive than customer acquisition. Provide incentives that may be exclusive to customers and validate them as a customer. Some companies offer discounts for reoccurring purchases or provide free shipping.

Advocacy stage

These customers are more valuable than you think. These customers are the ones providing opinions and recommendations on your products and services. They are making you better as a business and you are rewarding them by listening. They already love your brand, keep it that way. Encourage engagement and reward them with offers on repeat purchases to build loyalty.

When it is all said and done, your stages are a reflection of your brand image as well. During these times, it is of utmost importance to consider current events and adjust your tone to be inclusive and considerate of your customers. What’s your customer journey look like? What modifications have you made to adapt to the pandemic and national protests? Share your thoughts and comment below. And don’t forget to read up on other marketing-related geeky stuff on my blog.

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