How to map the final stages of the customer journey – WAU
The customer journey is the path he takes from the first contact with your brand, whether in an ad, in a post, video, contact with your product until the moment of purchase. But those who think that this journey ends when the sale takes place and their customer becomes a buyer are mistaken.
A successful journey for the customer must generate value at all times. Such an experience, as a whole, must be done on a recurring basis. In this way, your job is to ensure that every step along the way makes a positive impression on your customer.
With so much information and competition to attract and retain customers, some companies may come up with a question that is not so simple to answer: how can you understand the customer experience? When do I need to offer extra support to increase my relationship with them?
Such questions can be answered, each with its own particularity. Taking into account the type of your business, product, communication, persona, we can have a better idea of how your client can have a successful journey. For this we use the customer journey mapping.
By mapping the journey stages, you can view the customer’s success cycle from their point of view, including their perceived value received and the actions they take as a result. With such information, you can implement the right strategy for your customer’s success.
Remember: what is success for your customer? Your client’s success is not your success.
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Understanding the stages of the customer journey
Customer journey mapping allows you to track a customer’s progress at each of the major stages.
Such a route makes it easy for you to monitor how he uses your service or product. In addition, with the mapping process you can measure, track and monitor health scores at all stages.
Below are 5 steps for mapping the customer journey:
- Identify the stages of your customer’s life cycle;
- Customize alerts and notifications to quantify your customer’s success;
- See which actions bring results for forecast and revenue expansion;
- Automate tasks;
- Identify and analyze feedbacks.
Identify your customer’s lifecycle stages
To get started, find out where each customer is on their journey. For that, we need to identify and organize how your client experiences the three main steps that I will list below.
Onboarding: The first step in the customer journey is implementation. In the first contact with your service or product, your customer needs to use and experience how his satisfaction will be. Its goal is to get customers to use the product or service at least once and engage by continuing what has been acquired.
For example, thinking about a service platform, the idea is that your customer for the next few weeks, get in the habit of using the product regularly. The implementation stage is essential in terms of retention, so make sure the customer understands all the features and value that your product offers.
Implementation covers the time it takes for a customer to start using your product independently – this usually lasts for about 90 days.
However, this phase can be longer or shorter, so keep monitoring and helping until he can use the resources of your product or service.
Here at Websites Are Us, our implementation helps our clients to structure the strategy, organize themselves internally to be able to put into practice the best practices of Content Marketing and routines of a marketing team.
It is a dedicated consultancy to ensure that the first steps with content marketing are a success. This whole process works based on the Websites Are Us Maturity Stages: a ruler to measure where the client is in the strategy and when it will move on to the next one.
Moving on to the next step depends, obligatorily, that the client fulfills all the steps of the previous step – it works as a checkpoint path: it is necessary to fulfill all aspects of each stage to finish it (and to really mature digitally and be successful in the Content Marketing strategy). See the print below.
Adoption: Once customers recognize the value they receive from your product and understand its features and use it regularly, the customer will be an active user. However, it is important that customers in the adoption phase have extra attention.
These customers have just left the onboarding stage. It is necessary to create educational campaigns to increase engagement, the defense of interests for your product and, of course, the growth of users.
To ensure that your customers are “healthy” with the use of your product, send regular communications, such as emails, messages within the product or educational content in the form of webinars, podcasts. Depending on your product, you can even use pushnews.
I’m not saying that the live contact as a customer is over, okay? In some cases, you may need extra effort by the customer relationship team to create live contact, whether on video conferences or even over the phone.
This communication must deal directly with the value and use of your product. Which will help a lot in the way your team addresses common customer issues. At this stage, it helps to have a Style Guide for your brand.
We are dealing with your real customer, he is part of your entire strategy. From the way your brand talks to your persona to contact with the real customer. This will directly impact the way and volume of messages with your customer when it comes to communication for engagement.
Below is an example of an e-commerce customer journey from Karten Design.
This model is not only focused on the moment the customer interacts with the product or contact with the company’s brand. The map points out what emotion the customer has, what action he takes directly with the company’s brand, how he deals with it on a daily basis.
In this model, it is possible to measure the client’s emotion and reaction according to stimuli that were provided to him in every interaction.
Renovation: in this topic I will consider business models that work with subscription-based products, in which we have the renewal period. Depending on your product, this can occur annually or semi-annually. You need to know if the customer is having a problem with your product or service that will prevent them from renewing their subscription.
Companies that have a Customer Success team may have a better facility to deal with some customer success demands. Make sure your successful team reviews the main complaints, complaints, problems and negative criticisms, positive points, recommendations, suggestions.
Analyzing such information will impact how you can improve your product and, of course, drive a better experience for your customer. This is a good time to understand the possibilities for expansion and growth.
In this step, as long as your client is successful, your team can work to add upsells to accounts that have high scores related to the client’s health.
Customize notifications to quantify your customer’s success
Understanding how your customer is using your product is one of the great facilitators to succeed with the customer’s journey.
Tracking the implementation classifies the status of a customer journey and assigns it a numerical value. By making an abstract concept, such as customer success, a tangible number, the journey becomes easier to conceptualize and manage.
Mapping the implementation indicates which customers may be receptive to cross-selling or increased sales offers and which may require extra attention from your successful team.
To facilitate the process, I recommend using a successful customer platform (as in the print below) that sends notifications when the health score is changed.
That way, your team can immediately take advantage of upsell opportunities and repair your client’s low interaction and success rates.
Which actions bring results for forecasting and expansion
Think about the moments of interaction in the customer journey. What problems do customers want to solve with your product? What results are they looking for? How would they define success?
When you and your customer arrive at the definition of what success is, you are closer to leaving them satisfied with the result they expect.
Interactions vary according to your product, market. These interactions, when thought out and associated with the customer journey, include tests that can facilitate all your planning for full adoption of your product.
In this step, it becomes clear how much your customer can be successful with your product, facilitating possible new offers, upsells and renewing the subscription, contracts.
It is important that some tasks are organized and automated. Understanding all stages of the customer’s journey is something that demands time on a daily basis. At this point it is recommended to use tools that facilitate the mapping of your customer’s interactions.
Keeping track of these interactions can help you conduct regular reviews and notify account managers to drive your client’s success.
These automated features will help keep your customer’s successful teams on track and create a standard for operations across your company.
Customer surveys provide important and valuable data that you can use to provide better experiences for future customers.
Analyzing and understanding this information can assist in the ideal journey. At that moment, the success cycle and, of course, the creation of standards, make more sense.
With mapped interactions, segmentation is a useful strategy for identifying key customer trends. In analyzing customers who have problems with your product, you can see if there are any similarities between them.
With this information, it becomes easier to work on solving the problem and build a task force that can anticipate such problems in advance.
Collect and analyze feedbacks regularly. Depending on your business or product, it may make sense for the analysis to be monthly or quarterly.
In addition to research and feedback, you can analyze the NPS. O Net Promoter Score is a customer satisfaction methodology developed to assess the degree of customer loyalty of any company profile.
Increase ROI by mapping customer journey stages
Mapping and building the necessary steps to understand the customer journey helps not only in success, but in every operation that involves your business.
The data generated from such interactions helps to create a process that facilitates the identification of risks, opportunities and the intervention of your successful team and customer relationship.
The customer journey does not end when the customer buys your product. It starts at this stage and goes through several interactions that you need to follow and ensure that your customer is satisfied.
Monitoring closely, and having an action plan focused on engagement, will make it easier for your business to control the loss of customers, increase revenue and create a successful strategy throughout the journey.
Mapping the customer journey directly impacts the return on investment made by your company. In addition to creating a stronger relationship that impacts what I call Collective ROI, where you have a return and your client too.
If you want to understand how to calculate this return on investment, be sure to check out our ROI content.