THE CUSTOMER JOURNEY
By closely examining the end-to-end client journey we’re able to determine ways of enhancing our visitor experiences, and behavioural knowledge helps us to build an intelligent map of our customer engagement.
We’re (collectively) continually developing blueprints for building a comprehensive client journey map. Subliminally in some cases, but we’re always striving as business owners to optimise our clients journey at all stages.
The way we do business is still changing. Our experiences particularly throughout the worldwide pandemic, have become more and more digital, dramatically altering the way that we deal with clients and customers, merchandise and services. I’m probably busier now than ever because every business has to be online and it has to own a comprehensive set of digital assets.
In recent times all companies have faced the need to re-build their digital strategies – serving quicker, frictionless, more seamless purchasing journeys. But these journeys are often disparate and more sophisticated perhaps spanning multiple channels and touch points in ways that despite our greatest efforts, become troublesome to track, analyse and optimise.
That’s the challenge modern organisations face, so to better serve their customers they have to make efforts to understand them. I always recommend that we investigate how customers progress along the journey from ‘brand aware’ to ‘prospective buyers’ to ‘customers’ and potentially ‘voices’. By examining the client journey we can identify ways to improve their experiences and then work to remove barriers toward gaining more customers.
Lead generation requires dialogue, resilience and desire. It needs to be focussed and targeted. Working intelligently and with empathy is an essential part of conversion, but understanding where our leads come from is maybe the most important step toward making a sale.
Keep in touch with me at IMOSO.CO.UK where I share my experiences of turning a simple keyword into a highly prized customer.
Photography © Bammy 2021