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The Customer Journey: Leading Customers to Your Products & Services

When you put your customers at the heart of your business, you will find that your company is set up for long-term success. Each sale is more than an isolated transaction - it is essential to look at the overall journey of each customer. As you learn more about what your customers need and want, then your business will be prepared to offer a pathway that optimizes the customer's journey.


Parallels Between the Hero's Journey and The Customer Journey


The "hero's journey" is based on stories that involve an adventure, victory over a crisis, and ultimate transformation for the hero at the end of the journey. This classic story structure uses a pattern that can be found in a variety of books, movies, cultural tales, and more.


In the same way, your customers can venture out to find what they need, then overcome their most challenging pain points using your products and services. If you can help each customer experience their own journey through transformation, then you will build customer relationships that last for a lifetime.


Photo by Dino Reichmuth on Unsplash

Optimizing Your Customer's Journey


As you consider the story path used for the hero's journey, it can be a great model that should be applied to your customer's experience. This process includes a complete lifecycle - from the moment a customer connects with your brand to the results that are achieved through your products and services. Here are a few tips to consider as you are designing and optimizing your customer's journey:


  • Brand Awareness: You've put time and effort into creating a brand that showcases your offerings. But this brand isn't effective until it is brought to the attention of your target customers. As a customer learns more about your company, it is the start of a new adventure that can unfold a variety of benefits in the future.

  • Solving Their Problems: The key to business success is to help customers solve their pain points. Regardless of the size of the person's crisis, they are looking for victory over the issues that are getting in their way. You can lead customers to victory by dialing in your products and services that answer the pain points each person is facing.

  • Transformation and Results: Ultimately, a customer isn't paying for a specific service or product. This transaction is driven by the anticipated results that will be achieved through the purchase. Focus your sales cycle and product highlights on the way you can assist customers in reaching the desired results.

  • Ongoing Loyalty: Now that the customer has moved through the most important points in their journey, you need to be sure that your business is there to offer the ongoing support that is needed. Dial-in your communication strategies to keep customers informed through strategic touch-points in your overall strategy.


You need to get into the mindset of your customer so you can understand everything they might be facing in their experience with your organization. Anticipating their interactions will optimize the overall path that is followed, through the initial purchase decision and ongoing purchases in the future.


Personalizing Each Journey


Ultimately, the customer experience comes down to your marketing strategy and interactions with each person. First, you to need to create a good system to bring in potential customers who are ready to begin their journey. Then, you can have a streamlined process in place to maintain those relationships with your target demographic.


If you are looking for support in designing your customer journey, then our team is here to help. Contact us to a schedule a consultation so you can learn about the optimal path forward to support the needs of your customers.

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