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Customer success became one of my passions during the pandemic. I wondered what our users’ experience was with us. So, I asked them. What are your expectations? Are we, at the very least, meeting them? How can we bring more value to the relationship? Their answers to these questions were as unique as they were. Each of their journeys to us was different, but had three major themes in common.
Awareness
Customer success begins when a stranger turns into an acquaintance. It involves multiple touch points across various channels, including online platforms, events, and other customer’s opinions of their experience with you. How did they first connect with you? Social media? Word of mouth? Networking event? You have to collect data at each interaction and analyze it so you can personalize communications, services, and outcomes to encourage your potential customer’s engagement. This is a relationship. It’s personal. It’s unique. They expect tailored experiences based on their preferences. For example, did they see a post on LinkedIn promoting your monthly newsletter, then click through to your website and subscribe? Then they are interested in the content you provide. This is a good time to find out how clear your message is. Does this potential customer easily see your value proposition?
Anticipation
Do you have a process for onboarding customers? During discovery conversations, can you identify potential hurdles? Do they look confused when you list your offerings? Is the language in your proposal clear? Have you given them three ways to contact you at their convenience with questions? By anticipating their needs and challenges you can proactively address issues before they escalate. Ask them what their preferences are. How do they want to be communicated with? What are their goals? What does success look like? Then ask yourself: How do they benefit from working with you? Are they excited for check in meetings or do they keep cancelling? Monitor your customers’ behavior. It’s feedback you can use to identify patterns of frustration then quickly course correct. Use conflict as an opportunity to strengthen the relationship. Whatever you promised to do for them over deliver on time and on budget.
Advocacy
As you move through a project for your customer, continuously optimize their experience by making notes of what works and what doesn’t. Regularly review and update their customer journey map based on feedback, data analysis, and their evolving expectations. This helps you not only stay responsive to their changing needs and preferences, it also makes them want to work with you again and again. You craft such a superior experience, they reward you with their loyalty. They organically become your champion in the community. They write good reviews and refer their friends to you. At this point in the journey, you come full circle for how a new customer becomes aware of you: word of mouth.
People need stuff and they assign value to those who can give them what they need. By understanding a customer’s journey from awareness to advocacy, you can move more confidently through the know, like, and trust process.
What do you do to understand your customer’s journey? Please share in the comments.