STEP 1: MAP THE CUSTOMER LIFECYCLE
THIS IS WHERE IT ALL BEGINS
Your customer is loyal – but quietly loyal. Your job is to give them the impetus and the tools to help spread the word. To build so much brand love they want to sing your praises from the rafters.
At this stage your (potential) client is blissfully unaware of your existence. Your job is to get on their radar at all costs.
At this stage you’re on the radar and your (potential) customer is currently researching brands that deliver products & services that you compete for. Your job is to make sure you “turn up” during the search.
Your customer has engaged with you more than once. They’re likely to buy from you again. Your job is to make them feel like a valued customer to ensure they spend as frequently as possible and don’t switch brands.
Your brand has made the shortlist – yay! But the job is not done yet. Your (potential) customer needs to see how you stack up. Your job is to make sure they have the information to make an informed decision (strategically weighed in your favour).
Your customer now has your product or service and is experiencing it. Your job is to ensure this experience is not only everything that was promised… but more.
5. SALE / ENGAGEMENT
Your (potential) customer is ready to buy. Your job is to make this process as easy, seamless and painless as possible.
Your (potential) customer has shortlisted you and has some specific questions before making a final decision. Your job is to answer these as quickly, accurately and persuasively as possible.
STEP 2: MAP YOUR TOUCHPOINTS
BOTH CURRENT & POTENTIAL
SEM / AdWords
Surprise & Delight
Product Comparison Tools
5. SALE / ENGAGEMENT
Terms & Conditions
Point of Sale
Online Form / Website
Face-to-face / appointment
STEP 3: BRAND POSITIONING
POSITIONING YOUR BRAND RELEVANT TO YOUR CUSTOMER NEEDS & COMPETITOR POSITIONING
1. STRATEGY MAP
A Strategy Map helps brands determine where they should focus their efforts to best differentiate from their competitors.
2. BRAND FUNNEL
The Brand Funnel distils your core functional strengths into benefits, values and (finally) a core idea that you can build your customer experience (CX) around.
3. CX STATEMENT
Your CX Statement is the definition of the customer experience you wish to create across all the touchpoints & interfaces of your brand.
STEP 4: THE CX PROGRAM
PLAN, EXECUTE, MEASURE, OPTIMISE
Armed with a solid understanding of the Customer Lifecycle, the Current v.s Desired Customer Touchpoints and your Brand Positioning we develop a plan to help get your customer experience up-to-speed as quickly as possible.
Once the plan is agreed upon it’s time to execute. This may include development of any of the touchpoints, interfaces &/or platforms that will ultimately underpin your customer experience.
In the age of data-driven marketing there’s no excuse for not measuring every element of your customer experience – from awareness through to advocacy. We’ll help you develop a data plan and implement a monthly reporting & analysis regime to ensure you can continually improve across all areas.
Over time you should fine tune every element of your customer experience. As a first port-of-call we’ll help set up a rigorous conversion optimisation program to ensure your website is delivering a constant (and increasing) stream of leads &/or sales. And then we rinse & repeat!