How important is the customer journey?


How important really is the customer journey to your business? Find out below…

 

As a customer, have you ever felt mistreated? How about short changed or ignored while working with a seller that clearly doesn’t have your best interests at heart? 

 

 

These kinds of issues aren’t new. In fact, the abundance of sellers in the marketplace ensures that they are happening more often today than ever before. From tardy responses to incorrect deliveries, it is easy to become frustrated.

 

I feel that these problems are symptomatic of a team running a business while disregarding the customer journey. 

 

The customer journey, put by Neil Davey of mycustomer.com tells us that the customer journey is:

 

“…the touchpoints at your organisation that a customer comes into contact with as he/she attempt to achieve a goal, and the emotions they experience during that journey.” – Full customer journey mapping article here.

 

When you take a step back and look at the points of interaction between your business and its customers, you can break them down into 4 categories:

 

1. People who don’t know who you are, but might be interested in you…

 

In 2019, social media advertising needs to be strategic. Simply appearing before your target demographic may not be enough to freeze those scrolling thumbs; adverts should entice customers with value. Depending on your business, this could be anything from a discount offer or informative article, to new or trending products.

 

 

Here, a great first impression is incredibly important. Check out what Jeremy Goldman, Intrapreneur & author of Going Social & Getting to Like tells us about first impressions in the real world:

 

“The first seven seconds in which you meet somebody, according to science, is when you’ll make a ‘first impression.'” – Read the full article here. 

 

I would suggest that online you have less than 3 seconds to make an incredible first impression with your adverts.

 

2. People who know who you are…

 

Customers will rarely purchase or even connect with your business on the first advert; think about how many times you needed to see others wearing Nike trainers before you spent money on them. Knowing this, targeting those who have shown interest in your adverts become paramount. Retargeting will keep your business fresh in the minds of those most likely to interact, strengthening their connection to your brand while increasing the likelihood of a sale.

 

 

Kyle Bears of Growth Badger says this about effective remarketing:

“Fun fact: you’re going to lose 96% of the people who visit your site today. On average, only about 4% of site visitors convert before leaving. Luckily you can use remarketing to bring those people back and convert them into paying customers or engaged users.” Get the full story here

 

3. People who have connected with, or purchased from you…

 

Once you have gained a following on social media or subscribers to your email list, it’s time to sell and sell again. Those that choose to connect with you are the most engaged with your brand. Utilise those channels to gain new customers and engage with existing ones.

 

 

Lindsay Tjepkema of emarsys.com says: 

“Email marketing is surely one of the most cost effective and fastest growing e-marketing tools. This channel of communication makes marketers lives easier and helps companies generate higher revenues. When successfully implemented, email marketing is also one of the easiest and most effective methods to deliver your brand directly to your target audiences.” read the full article here.

4. People who spread good or bad reviews, online and offline…

 

The last part of the puzzle is dealing with reviews. Depending on your performance throughout the previous steps, your reputation can be positive or negative. Whatever the views of your customers, you can seek to positively influence them through gauging feedback via surveys, and encouraging referrals and reviews from satisfied customers. 

 

 

Shep Hyken of Hyken.com says: 

 

“We need to know what our customers, clients, members, guests, etc., think about doing business with us. It’s validating to know we’re doing a good job. And, if we happen to learn that we’re not, then we can do something about it.” – Read the full article from Forbes here.

 

Find out more about our take on the customer journey in episode 38 of the PDG Advertising Podcast.

 

 

Here in Belfast, PDG Advertising will take a bird’s-eye view of your business to see how we can positively influence each part of the customer journey. At every point above, you want to have a positive experience with the customer; you want to leave them wanting a little bit more. 

 

Thanks for reading; if we can help with influencing your customer journey positively, get in touch!

 

PDG Advertising—fittingly named after its creator—was founded in 2015 by Peter Doak. Today, it continues to be run as a digital advertising agency based in Belfast, Northern Ireland. It has taken some time to fully develop our theory, but the main focus of PDG Advertising is to clearly deliver positive advertising at each stage of the customer journey.


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