Some weeks ago I started reading a book on customer experience called How to Wow by Adrian Swinscoe. The practical insights contained in the book are pretty much what inspired The Customer Service series.
Over the next few weeks, I’ll be sharing insights from this book alongside some of my own thoughts because what is knowledge if it isn’t shared? So, if you are a business owner looking to improve (or even craft) your customer experience you might want to:
- Purchase the book, it’s available on Amazon
- Follow this series and join the conversation on Facebook, Twitter, and Instagram.
Now, moving on to the first insight, I’d start by explaining what the term ‘customer journey’ means and entails.
Think of the customer journey as a roadmap detailing how a customer becomes aware of your brand/business, interacts with and buys from you–and beyond. The customer journey is the complete sum of experiences that customers go through when interacting with your business and brand.
INSIGHT 1: Be at the start of your customer’s journey
As a business owner, you might be tempted to think (wrongly) that your customer’s journey begins when he or she steps into your office or visits your website or sends you a DM. On the contrary, when you study the consumer buying process (see image below) you’d realize that in most cases it actually begins way earlier.
Let me give you a real-life example.
Two weeks ago I wanted to buy a ready to wear Ankara dress for a church event and because I didn’t know whom to speak to I went to Google. Some results came up but none were relevant and could solve my problem. On Instagram, I searched for the hashtag #ReadyToWearAnkaraDress and on Twitter, I asked my ‘followers’ for recommendations.
Now as a fashion designer/retailer who has ready to wear Ankara dresses as a product offering, why not consider running a Google AdWords campaign that’d bring up your business whenever relevant queries are done? What if your IG posts had the right hashtags? What if you proactively and regularly search out specific keywords on Twitter that relate to your business and product offerings? You’d easily have found a prospective customer (me) and begin to make your sales pitch rather than just waiting for me to find you by God’s grace.
Does this make any sense?
So as regards your business you need to begin to ask some serious questions. What does your customer journey look like? Where does it start? And are you (always) there to reach out, offer help and make your sales pitch?