Picking up from the previous blog, we’re going to talk about the structure of an ideal customer journey. But what is a customer journey? A diagram or a mind map depicts the stages a customer goes through when interacting with a company. What is the problem they faced, that led them to your company in order to help solve it, is what depicts the major chunk of a customer journey.
The ideal customer journey is made up of three components: WHY, WHAT, and WHO.
What these components are, their importance, and what they comprise, is what I’m going to show you today:
The Why Of A Customer Journey
The WHY of the journey comes into play after you first come into contact with a potential customer. The WHY is your reason for including a step into your customer journey. In my blogs, I’ve often added “book a strategy meeting with me” as a CTA. Why do I do that? How do I expect my audience to react to that CTA? Why would one choose to have a strategy meeting with me after reading that CTA? The answers to these questions are how I found out if the step I included refines and resonates with my customer’s journey or not.
Identifying the WHY of a step in the journey is important. A word of caution, do not get in the rat race of continuously adding unnecessary steps into your customer journey. A 3 step journey and a 8 step journey can work the same, because every business is unique in the way they attract their customers. Additionally, remember to answer two questions for yourself while designing the WHY of your business:
- What are you trying to establish with that step? How will it help the customer journey?
- What kind of a perception will this create in a customer’s mind about the business?
Also Read: Revamp Your Life To A Path Of Great Success
The What Of A Customer Journey
Once you’ve figured out your WHY, the next step is to develop the correct methods to help design the journey. Identify your customer behavior, and their liking and develop a method to turn a prospect into a client. Would they be comfortable going through a Google form, or brochures to gain more knowledge about your company and products? What would attract them to interact with you more, A CTA link to a strategy meeting or a call? Do they prefer emails or WhatsApp? Do they want a zoom call for the introduction meeting, or a meeting at the office?
Once you’ve identified your WHY, and the number of steps that your customer journey will take, the WHAT will help you discover the further actions that need to be taken. Having clarity on the WHY of a customer journey would thus help you refine the WHAT of your customer journey.
The WHO Of A Customer Journey
A business is all about solving problems. Except, the process is not all that simple. Solving a problem requires a team to be in sync, and their roles to be properly defined. The operations department, marketing department, or even the administration, need their work to be defined in order to streamline the customer journey. Which of them handles the beginning of the work? Which of them handles the concluding steps of the work? Accountability is important for proper structuring of a customer journey. By defining the roles and responsibilities of your team, you can ensure that they are working towards the same goal: an impeccable customer experience.
Also Read: Know What Your Customers Want Before They Do
Conclusion
To simplify the process further, remember these series of steps and examples that demonstrate a perfect customer journey:
Step 1: Creating curiosity in the mind of a customer (WHY)
Step 2: Attracting them through an action, could be a freebie, a CTA link, etc. (WHAT)
Step 3: Defining which member of the organization is responsible for a particular task (WHO)
Customer journey is a perception of your customers towards your company. These perceptions are what affect their behavior, and build an experience that will decide their loyalty towards your business. In order to demand loyalty, you need to get to know them, which is where the importance of the structure of a customer journey is highlighted.
In simple words, in order for your business to flourish, you need to know what your customer likes.
