Every company that offers a product or service goes through several stages before reaching the purchase by the customer. In this webinar, Macarena Bozas explains what these stages are and how to take advantage of them to improve the quality of service, the company's image, and the profits obtained, as well as highlighting the importance of being able to identify and outline these stages to clearly define what tasks need to be carried out at each one.
The customer journey is the set of stages that the company and the customer go through during a service, which includes stages beyond the moment of purchasing a product or service, from the first contact between both parties to post-sale service.
Benefits of having a Customer Journey
The consideration of mapping a customer journey provides a more detailed understanding of the user experience and their interaction with the company. Some of the benefits of this resource are:
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Better tuning with customer emotions
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Greater accuracy in identifying pain points in communication with the customer
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Increase in user satisfaction
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Closer collaboration between different teams in the company
To understand all the steps of the customer journey, it is advisable to map out all the stages of interaction between the customer and the company. Here, contacts, emotions, and user experiences should be recorded. In fact, 84% of companies that do this mapping achieve higher economic revenues.
Critical stages of a Customer Journey
Although the details of each process vary depending on the company, the product or service provided, and even the clientele being targeted, there are some steps that are common to a large number of SMEs:
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Discovery: The ideal customer identifies a need. The first approach of the customer to the company takes place.
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Comparison: The customer evaluates different options. The success of this stage depends on the company's image and reputation.
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Contract: The client decides to purchase the product or service. It is essential to simplify this step as much as possible to avoid losing a sale.
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Usage: The customer acquires the product or service. Good support service is required to retain the customer.
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Resolution: The client has a query or doubt. The speed, effectiveness, and personalization of the response will increase the chances of success.
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Loyalty: The company offers benefits to the customer. It is essential to consider a personalized offer to demonstrate knowledge of the customer.
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Promotion: The customer recommends the use of the company's products or services to other people. This allows gaining new potential clients.
Ultimately, knowing the customer and their relationship with the company allows for adjusting strategies, as well as implementing the necessary adjustments to keep the user happy.
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