When thinking about how to maximize sales, marketers tend to laser in on the “Buyer Journey,” a prospect’s path to purchasing a product or service. By analyzing that path (Awareness, Consideration, Decision), marketers can rightly focus on providing compelling content at opportune moments to influence that decision-making process.
But what happens post Decision? Does the “sale” end there? In today’s “always on” environment – where customers are bombarded by choices – it can’t. Optimizing the entire Customer Journey, which expands beyond the initial decision-making process through on-boarding, use, and support, must also be considered as part of the “sale” to retain and grow your customer base.
CMG’s outside-in, customer centric approach breaks down the Customer Journey into six discrete stages that allow us to identify gaps and opportunities from initial awareness through ongoing service to improve overall engagement, satisfaction, and brand promoters.
Recently, CMG leveraged our Customer Journey framework to help a SaaS solutions provider identify specific opportunities to accelerate sales to small businesses. Sharpening their focus on the early adoption of small businesses was key as their solutions can grow with them. After conducting qualitative research to understand the preferences, pain points, and needs of the client’s small business customers and prospects, CMG analyzed each phase of the existing Customer Journey to identify areas of significant friction and opportunity. Crucial was identifying processes and practices built for larger-sized businesses that were potentially alienating small business customers. A few examples:
CMG partnered with the client to prioritize these and other recommendations with respect to operational alignment, timeliness, and ease of activation.
By expanding the scope of “sell” to the entire Customer Journey, CMG was able to provide richer insights and prioritized opportunities to maximize the customer experience for small businesses across all touch-points. The critical issues and opportunities surfaced under the Get, Use, Pay and Support stages of the Customer Journey would have been overlooked if using a traditional BuyerJourney approach.
At CMG, we specialize in surfacing and activating strategies that foster greater customer engagement - it’s what we do. To chat and learn more about how CMG can help improve your Customer Journey get in touch with us – we’re here to help.