Customer Journey

A good start is to identify pain points that potential customers face at each point in the journey. You can address them by making it easier for users to progress to the next stage.

For example, if you take too long to respond to a prospect’s inquiry on social media, that’s a pain point for some customers and might result in them seeking other alternatives. You could address this by setting up notifications whenever your brand’s social media account gets contacted or mentioned, and follow up in a timely manner.

  • Develop a customer-centric content strategy for future initiatives

Improve your inbound marketing initiatives through a customer-oriented content calendar. This will help improve your ability to produce relevant content that your audience finds valuable. Offering the right content at the right time helps build authority for your brand and increase your influence, fostering trust and building strong relationships with your audience.

To produce customer-centric content, you’ll need a good understanding of your target market and how they behave leading up to a purchase. This requires the development of comprehensive buyer personas and research on customer preferences for content types and delivery tools.

  • Identify content gaps and improve based on your analysis

What types of content do your customers respond to? Which ones don’t resonate with them? When you see patterns of these gaps based on feedback, you can evolve your strategy to increase your chances of success. Depending on who your target audience is, different types of content will strike a chord. You’ll need extensive research to truly understand where their interests lie and how to distribute your content in the best way possible.

Obvious learning channels are primary and secondary market research, social media listening, customer surveys, and of course, keyword research. But you should never neglect the potential learning opportunity that comes from researching your competitors. You’ll get plenty of relevant data simply by taking a closer look at your competition’s successes and shortcomings.

  • Identify “leaking buckets” in the customer journey

Leaking buckets occur where your prospects become dissatisfied with a particular part of their buying journey and end up detracting from the sales process. These are similar to pain points, but show specifically where and what causes prospects to move on.

Think about it this way: If a prospect has to wait too long for your brand to respond to a request, chances are it’ll create a point of dissatisfaction whereby the prospect moves on to a competing brand who can provide quicker response times.

Some of the most common process improvements include better wait times and effectively setting customer expectations. Be proactive and don’t wait for disgruntled customers to give you the same negative feedback before making improvements.

  • Refine and upgrade your current strategies based on the gaps found

Continue testing and improving throughout, and never waiver in making the customer journey as smooth and hassle-free as possible. Try to identify emotional triggers to see where you can deliver more value to your customers and keep them happy.

Once you’ve discovered where your customers’ pain points lie, you’ll be able to fix them, creating a far more pleasurable journey. You should also look at and analyze your success points. Knowing where you’re doing well helps develop effective strategies in the future.

  • Personalize the customer journey wherever possible

Once you have a good understanding of your customer, it’s important to personalize their journey with your brand. Don’t just focus on the customers themselves, but also on the context that they ‘re in. Context will help you deliver recommendations, advice and insightful offerings when a customer is most receptive.

Keep in mind that customers these days have more knowledge, power and choice than ever before. If you’re not personalizing your approach, you’ll be alienating them immediately. But if you are, you’ll be driving brand loyalty and advocacy.

People don’t want to be just another number on a contact list. They want to feel special, so it’s in your best interests to create an atmosphere that reflects how much you care about them. You can facilitate these one-to-one relationships through identifying them by name, sending personalized communications to their inboxes, and tailoring brand experiences based on interests, likes and past behavior.

Customer Experience is the New Competitive Battlefield



Having a clear understanding of your customer’s needs, preferences, and pain points is an important part of every successful sales and marketing campaign, regardless of your objective.

Putting customer experience at the forefront of your strategy ensures that what you’re offering remains relevant to your target audience. This, in turn, promotes loyalty and increases customer lifetime value. Both of which improve customer profitability and your chances of long-term business success.

All the best brands are constantly researching and learning new things about their audiences so they can evolve to meet shifts in behavior and demand. Don’t just rely on your business intuition. There’s a reason so much emphasis has been placed on creating a customer-centric approach these days.

“By 2016, 89% of companies expect to compete mostly on the basis of customer experience.” (Gartner)

So if you’re not taking this opportunity to improve your brand, you’re in trouble, because your competitors certainly are.



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