Mapping the Customer Journey
By mapping the steps a customer takes, from beginning to end of the purchasing cycle, you can more easily align your marketing strategy to achieve success
The Customer Journey
Start by identifying each step in the purchasing cycle
Step 1: A need gets triggered.
Step 2: The person searches for information about possible solutions.
Information: They compare information about competing solutions.
Step 3: They then evaluate the available options to select their preference.
Step 4: They make a decision to purchase (or not).
Step 5: After the purchase they question if it was a good decision.
information: They might look for more information about the decision they made.
Step 6: If satisfied, they might become a loyal customer, a brand advocate, and choose to refer others.
The Value Ladder
Establish the value of each step throughout the purchasing cycle
Each step that a prospective customer moves along the purchasing process, the greater the likelihood that a sale will take place.
While the number of prospects typically decreases as they move through the sales cycle, the potential value of each prospect increases.
By assigning a value to each step (monetary, percentage, etc.), you can better strategise what you can do/ provide to help move prospective customers up the value ladder.
The Sales Funnel
Convert the Value Ladder to a Sales Funnel, and strategise how to move customers through the funnel
Step 1: Identify each customer segment and each need that might get triggered.
Step 2: Select marketing channels to reach each segment, and provide relevant information.
Step 3: Create a way to help people more easily evaluate competing solutions.
Step 4: Make your solution a pleasure to decide on and purchase.
Step 5: Select post-purchase follow-up channels, and provide relevant information.
Step 6: Set up a system to help people become a loyal customer, channels for people to recommend your brand, and an easy way for them to refer others.