Why do you do your Grocery shopping at Coles? Or Woollies? Or you always go for the bargains at Aldi? No matter where you shop, you probably shop there every week, sometimes daily. Why?
The same reason there are Facebook Groups like Kmart Mums Australia. Loyalty.
These companies have satisfied your needs in the past, created loyalty from you and therefore taken some of the steps out of your customer journey. You have already made the decision where you are going, sometimes before you even know what you need to purchase, like when you go to the shops for bread and milk and come out spending $100?
Imagine if your customers automatically came to you before any of your competitors without even thinking about it. How can you generate that same level of loyalty and habit with your own customers?
It all comes down the customer journey - Awareness, Consideration, Purchase, Retention and Advocacy.
Awareness
This is the first stage in the customer journey and it is all about the customer finding out about you. They may know what they want and are looking at their options, or they may have stumbled across your social media or Website and like what they see. It is all about them researching and seeking options.
It is at this stage that your Unique Selling Proposition (USP) comes in. What sets you apart from the other businesses your potential customer is looking at?
Consideration
Once the customer has done some research, it comes down to more specific detail. What do you offer? Will it solve their problem? What are the options, cost, benefits?
This is where most of your all-important touchpoints come in to play. It is widely accepted that you need at least 7 touchpoints before actually making a sale. These can include your social media, Website, Email Marketing, Reviews, even your Sales Team. If you focus on your customers pain points during these touchpoints, they are more likely to move on to the next step in the customer journey.
Purchase
This is the point most people focus on, the actual sale. Once the customer has become aware of you and considered all their options, it is time for them to buy.
You may think this is it, you have made the sale and that is the ultimate goal, right?!
But you still want that customer to become a loyal and raving fan. How your customer feels after the sale is critical. Try to exceed expectations and delight your customers throughout the sale in order to keep them in the customer journey.
Retention
After you have made the sale is not the time to stop your touchpoints. Contact your customer again, make sure they are happy, get them feeling good about their decision to purchase from you. Nurture your customers and provide more value after the sale.
If they feel like they made the right decision in purchasing from you they are more likely to return again and again, taking out those first two steps in the journey of awareness and consideration. This is when you have created loyalty.
Advocacy
The journey still does not end there though. Once your customer has become a repeat customer, they will often start to talk about you to their peers. If you continue to service your customers and provide value, they will become an advocate for your business. They will spread the word, leave raving reviews and tell everyone they know to use your business, spurring your business growth.
Always keep your customer journey in mind with a customer centric approach. Keep things simple, reliable and available and have your customers coming back for more, with their friends.