Do you have any idea of what drives your customer to have their first contact with your business?
Or even what influences him to want to hire your service/solution and not your client?
Knowing how to answer these questions is essential to gaining more control over your company’s growth.
And that’s what we’re going to talk about today: the customer journey.
I made a video pretty straight to the point on how to structure the customer journey.
But don’t worry, in this text I also explain the details to have a complete definition.
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- What is the Customer Journey
What is the Customer Journey
The customer’s journey is nothing more than the path that your lead takes from the first moment, from the moment he has the first contact with your company, or with your service until the moment he is ready and decided to buy your solution.
This path from the first contact to the purchase decision is called the customer journey and we have divided your journey into four steps.
If you want access to our shopping journey spreadsheet that you can use as an example to easily customize for your process, just download it here:
Purchase Journey Worksheet
1st Step: Learning and Discovery
In this first step, it is important that you know how to position yourself to be able to educate this lead, it is important that here we have the answers to the main questions of the persona and the main solutions to the problems they may face on a daily basis.
So we need to have a minimum of knowledge of the market to understand what are the challenges that the people you are looking to prospect are going through and how you can help in this regard.
That’s why it’s important for you to be able to produce content with the most common, most frequent pains that are faced by the persona I want to target,
An example from our side would be:
- How to build your sales team?
- What are the main challenges of commercial intelligence?
- How to make my team more productive?
It is this first content that we can call funnel top content that will make the first attraction of this lead.
In this sense, then, we will have blogposts more focused on attraction, such as the most common problems, search lists, things that make you able to attract this lead in this first stage of discovery.
Because remembering that this is not the time to talk to him about buying or how we help him sell 3 times more, this is the time to address aspects of education so that this lead starts to recognize that he has a problem, and then we arrive at the ideal time to talk about the proposal.
2nd Step: Problem Recognition
The second phase of the customer journey and the problem recognition stage.
This step starts when the lead starts to know the symptoms of this problem and then, that’s when he will start to feel the pains of this big problem that we were able to help him solve.
Also, it will start the search for solutions a little more targeted to these pains.
Even if he is in the problem recognition stage, he may not yet fully understand the root of the problem and may look for solutions that are not yet assertive.
He is just feeling discomfort, seeing that there is something that is not quite right or something that can be improved.
In this phase, we seek to build content that is more focused on problems and opportunities that this lead may be experiencing.
This is where he will understand a little better about the problem, about the possibilities for solving problems, and then he will begin his intense search for solutions.
In other words, we need to target more contextualized content and information.
As here he is already looking for the first solutions, we can then place this lead in the middle of the client’s journey, he is already a little more educated and he is already understanding that he needs to find a solution to solve the problem.
3rd Phase: Solution Consideration
The third phase of the customer journey is the solution consideration phase, in this phase, the lead is already educated, already understood that he has a problem and now he is looking for the best partner to help solve this problem, so this is where he will start market research.
You will look at the function it plays, you will analyze the competitor, you will see what is best in terms of cost-effective delivery, and this is a very important point because it is at this stage that you need to stand out from your competitors.
If you keep an eye on this lead you can be sure that your competitor is too, so here is the time to use social proof, show this lead how you have know-how in the area, in his market.
Since then you’ve helped other companies deal with this same problem, and brought results and gains, then it’s time to put your know-how into play.
It’s also super important that your salesperson knows how to use mental triggers, as it may be that the lead has something in mind, already has a foot in the decision but he needs that little push.
It is necessary to show him what problems he is facing and how from these problems arise the implications he so desperately needs to avoid. So for that, you have to be a crack seller on mental triggers.
The main objective of this phase is to convert because here your lead is no longer a visitor, he no longer has that curiosity, he is already looking for some proper solution.
So here it is worth investing in landing pages, ebooks, playbooks with more recurrent problems with more specific solutions to capture this lead.
Let’s enter with the famous capture pages, the lead then arrived at the time of purchase decision, he is ready to receive a proposal since he has already researched and already seen what makes sense to him or not.
He also already knows what point he can’t miss, what points are so trivial, and most importantly what is the ultimate goal he hopes to see with this solution.
4th Stage: After-Sales
After he has chosen to close with you and not your competitor, we will have the after-sales, which would be the most important stage of the customer’s journey, because this is where we need to resume all the commitments that were made during the sales processes.
So that problem that the lead started in the discovery phase to explore a little more, you need to bring it back here, so that you can make the delivery tangible and make the main value point that it arrived at the solution for will be delivered.
If the lead saw the value of a special feature of your solution or a special feature of your delivery, it is important that communication between sales and post-sales is aligned so that delivery is made in the best possible way.
It is worth mentioning that from this customer we also got other indications, so we continue to have this sales potential, and not least a satisfied customer who managed to achieve their main goals will help towards being a promoter of your brand.
So all this is important to make tangible so that you can reap the best results.
So in post-sales, we will bring this lead back to the customer journey.
But with a little more context, with a little more direction, but it needs to have the same alignments to ensure that the goals that the lead has been aligned with the deliverables