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Understand the Problem
First and foremost, we need to understand that customers are coming to companies like yours because they have a problem. Regardless of the severity of the problem, they need someone to fix it. Whether you know the exact problems your customers are facing or not, you know what your solution is built for. When your sales representatives are talking to each customer, have them find out the exact details of the problems they are facing.
Identify the Customer’s Touchpoints
Next, you need to identify the customer’s touchpoints. Touchpoints are every moment where the customer comes into contact with your brand before, during, and after they make a purchase. Touchpoints include all social media platforms, your email marketing campaigns, your website, and even your online reviews. Take stock of where exactly they come into contact with your brand and keep a running list of these touchpoints. This process will take time, but it’s important to know exactly what your customers are seeing regarding your brand.
Identify Potential Roadblocks
What could keep your customers from making a purchase? We call these roadblocks, and it’s anything that prevents your customers from moving forward with a purchase or a download. This could be anything from a high bounce rate on your website, shipping costs, unclear messaging or even unsuccessful CTAs. Identifying your brand’s potential roadblocks is crucial to see what’s standing in your customer’s way. Once you identify these roadblocks, you can address each one.
Optimize Your Customer’s Journey
Optimizing your customer’s journey will clear the path to an easily navigable purchasing journey for the customer. As the customer’s guide, it’s our job to make sure they have a clear path that leads directly to a purchase. The important thing to understand about optimizing the customer’s journey is that this will be a never-ending effort. Optimization isn’t a one-size-fits-all solution. Your customer’s journey will change based on the needs of each customer.
