Why Marketers Should Understand the Customer's Journey
It’s really easy to look at customers as a way to bring in revenue, which is a great misunderstanding of who they are and why are engaging with you. Every customer goes through a purchasing journey, and marketers and business owners desperately need to understand this journey. Never assume that you know what each customer needs! Spend the time and effort to understand what each customer faces when making a purchasing journey so that you can improve. Below, we have some considerations for marketers and business owners who are trying to understand their customer’s journeys.
Understand the Problem
First and foremost, we need to understand that customers are coming to companies like yours because they have a problem. Regardless of the severity of the problem, they need someone to fix it. Whether you know the exact problems your customers are facing or not, you know what your solution is built for. When your sales representatives are talking to each customer, have them find out the exact details of the problems they are facing.
Identify the Customer’s Touchpoints
Next, you need to identify the customer’s touchpoints. Touchpoints are every moment where the customer comes into contact with your brand before, during, and after they make a purchase. Touchpoints include all social media platforms, your email marketing campaigns, your website, and even your online reviews. Take stock of where exactly they come into contact with your brand and keep a running list of these touchpoints. This process will take time, but it’s important to know exactly what your customers are seeing regarding your brand.
Identify Potential Roadblocks
What could keep your customers from making a purchase? We call these roadblocks, and it’s anything that prevents your customers from moving forward with a purchase or a download. This could be anything from a high bounce rate on your website, shipping costs, unclear messaging or even unsuccessful CTAs. Identifying your brand’s potential roadblocks is crucial to see what’s standing in your customer’s way. Once you identify these roadblocks, you can address each one.
Optimise Your Customer’s Journey
Optimising your customer’s journey will clear the path to an easily navigable purchasing journey for the customer. As the customer’s guide, it’s our job to make sure they have a clear path that leads directly to a purchase. The important thing to understand about optimizing the customer’s journey is that this will be a never-ending effort. Optimisation isn’t a one-size-fits-all solution. Your customer’s journey will change based on the needs of each customer.
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