So many businesses fail early on. When asked why businesses fail, most cases place the blame at poor management; a lack of cash flow from uninformed choices regarding revenue or margins. Fact is, ALL businesses fail due to a lack of customers. And many businesses pay little attention to the customer journey; with everything else to worry about in business why should time be spent on a customer journey? This blog will explain why.
Why bother with a customer journey?
Think back to when you first had the idea to start a business. You probably had a unique idea or the professional-level skillset to stand clear of the competition in your industry. With the right marketing, you would be able to position yourself soon as a market leader. All you needed were a constant stream of customers willing to buy from you. So, how do you find these customers? What mechanisms have been put in place to grow the customer base? What about retention* of customers?
Value your customers’ experiences.
Time is probably a key blocker to a business when considering adopting a strategy that involves a customer journey. We can empathise with that, which is why we have developed a programme which works on two fronts. First, it gives you the business owner a complete understanding of your customer throughout their customer journey with you. It is a perpetual motion programme which can be implemented over and over again, requires you to continuously improve the customer experience and analyse your findings, then testing new ways to satisfy your customers. We call it ANNEXTRA as there is always an-extra thing to add to improve your customer journey!
Document your customers’ experiences.
The second part encourages you to publish everything you do from the perspective of the customer journey, thus providing vast quantities of content marketing for all of your publishing assets. When your marketing is consumed by potential customers, it will immediately resonate with their own circumstances. It will show you as a caring company, one which values its customers in the highest regards. It will demonstrate that you listen, you take on board measures to make things better, and that you are always looking to improve. People like being involved with others who care about them. You don’t do business with other businesses, you do it with people. So the more that the focus is directed to the customer journey, to what actually is experienced when buying from you, the sooner your business will improve customer acquisition and retention.*
If a business were to adopt a programme that regularly researched, analysed and evaluated the customer journey, it is more likely to understand how to attract new customers, and how to retain more existing customers. With our programme, we aim to make this strategy as simple as possible, whilst adding tremendous value to your business. And that is something we can all benefit from.
*Some businesses may only have one customer once, so we include referrals as part of the retention goal