When you’re trying to build a customer base, there are several areas of their experience that you must pay attention to. The customer experience, in a nutshell, is their entire journey through interacting with your brand. From hearing or seeing an ad to finding a product or service on your website, everything from point A to point B matters regarding your customer’s experience.
To ensure you provide a welcomed journey through your brand, you must understand precisely how potential customers experience your company. But how do you get to know their experience and use it to your advantage?
Why Knowing Your Customer’s Experience Matters
To understand your customers’ journey when interacting with your brand, you first have to go through the journey yourself. Click through your website, scan your socials, double check your ads—everything your customers would do is something that you should know like the back of your hand. Why? Because you will be able to nurture your clients or customers more effectively.
When people want to do business with a company, they need to feel important and as if their money is going to the right places. By knowing their journey, you can ensure that the experience aligns with your overall message and provides them with that nurturing feeling from start to finish.
Pay Attention to Touchpoints
Touchpoints are areas that your customers interact with when exploring your brand. These touchpoints could be your social media accounts, website, or ads you’ve put out into the world. It isn’t simply one touchpoint your clients will interact with. Hypothetically, a potential client will see an ad for your business on one of their social media accounts.
If they like what they see, they’ll visit your page. A well-curated social media experience will encourage them to go even further into your website. These three touchpoints hold the same weight when it comes to the customer’s journey because they act as a bridge to another touchpoint. If all three are engaging, you have begun to create a positive customer journey.
Mapping It All Out
Knowing where the touchpoints are is a good starting point, but you need to create a map that will lay out every stage of the customer experience. You also want to explore other aspects of the journey that may or may not be helping your business. What motivates customers to explore your touchpoints further, and what actions must you take to improve that motivation? You have to figure that out to ensure that the motivation doesn’t waver throughout the journey.
You also want to address any negative aspects of the journey. Are you answering customers’ questions before they need to ask? Is anything along the journey creating an obstacle for your potential customers? May this barrier deter them from continuing on the path towards doing business with your company? Once all these aspects are mapped out, you can create a highly functional and profitable customer experience.
If you’re unsure about your customer’s journey through your brand and need a little help mapping it all out, we can help! Book a strategy session with us today!