Last time, I discussed the old-school funnel model for marketing and how it should be replaced with a wind turbine. This time around, I’m breaking down the different elements of the wind turbine that help create collaboration across a business while putting the customer’s expectations at the heart of everything to become more customer centric.
Attraction, Infatuation, and Love
The customer journey is similar to any wooing (and classic three-step) process – it begins with attraction. This means your business is able to demonstrate value or solve a customer issues, which is what attracts them to your brand in the first place. This initial stage is the responsibility of your marketing team as they generate content while capturing and nurturing leads until those leads are ready for your sales team.
At the second stage is infatuation. This is when potential customers have engaged with your brand and are considering your offering. Marketing and sales share responsibilities here, which is why handoffs are so critical and its paramount they share a single source of information, like a CRM.
The final stage is love – when you’ve closed the sale and want to keep the customer as happy as possible. This is where your service team comes in to address any queries and resolve any post-sale issues such as troubleshooting and referrals. Again, there needs to be cohesion across your sales, marketing, and service teams as customers’ expectations may not be met or opportunities to upsell may arise.
First-class Consumer Experience
All of these processes point towards a customer centric business that values repeat business and loyal customers. Mapping out the customer journey helps creating alignment between your company and customer narrative while highlighting the points or force and friction. Furthermore, the process of mapping it out brings together your sales, marketing, and service teams into the decision-making process.
However, before you can properly create a customer journey map, you need to have at least one buyer persona. Once you have a clear understanding of who your customers are and what they expect, you’re ready to begin mapping.
First set the stage properly by ensuring all necessary customer-facing staff are involved and engaged. This will help break down the silos in your sales process and create collaboration across the business. Each department will have their own experiences and pain points, so it’s vital everyone affected participates in building a customer centric model.
Now you’re ready to document the buyer persona’s thoughts, feelings, and actions. These are crucial in creating empathy for the customer and highlighting the ways your company is addressing the needs of the market.
Be sure to pay attention to the points of force and friction throughout the sales process – really understand how these elements impact on the customer journey to see where you’re creating force and where friction’s holding you back.
Finally, analyse the big picture by collating all customer feedback along with the experiences of each department. In adopting a customer centric view of your business, you can see how each team plays a role in creating a seamless customer journey.
A seamless journey means refining your processes to their most simple and intuitive state. To do this, there needs to be alignment between your different departments – a common platform for communication, a shared source of information, and a universal understanding of the process from end to end.
Although each department will generate its own set of data and information, your service teams are the closest to the customer experience and will provide the most relevant data for find improvement. Your marketing team, through its content, acts as the public voice of your brand, while your service team acts as the internal voice for the customers.
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