Gaining a greater understanding of your customer’s journey means knowing how they interact with not just your own business, but other businesses in your industry. To do this, you need to create a better understanding of how customers may find your website and what their spending patterns are when making online purchases that are relevant to your product and service offerings. The best online business owners know that the secret to creating a large online presence in having a greater understanding of customer demand, and knowing their target audience quite well. This can be done through the use of a customer success journey map, which analyzing the effects of the lifecycle stages of your customers and clients and visually maps out how they go through each stage of the process.

The Phases of the Customer Success Journey

The entirely of the journey that your customer travels through can be grouped into three distinct categories: discovery, consideration and checkout. The discovery phase is the part of the customer journey where the customer first discovers your business’ online presence. This can be done through Google, social media, ads, podcasts, or other avenues. This discovery of your business will next lead them to your website where they can gain a more complete understanding of your products and services. During the discovery stage, you can pinpoint where customers find your business. For example, if you notice that you have a lot of customers discovering your business through Google search, then you will want to further optimize your business website so that it will rank higher on Google’s search engine for relevant keywords.

After the discovery phase, the next stage of the customer success journey is the consideration stage. It is the job of the business owner to entice customers to buying products or services that are promoted on relevant website pages. During this phase, you need to do everything possible on your website in order to promote your services correctly. This includes relevant call to action sections and other authoritative content that will help convince a prospect to buy from you. Finally, the checkout stage is when the customer actually looks to buy your product or service. In this stage, you need to make sure that your checkout process is seamless and that it is correctly optimized toward customer conversion. You will also want to make sure that there are no errors in this process, including in payment processing, which can turn off customers and hamper them from buying from your online business.

Mapping Your Customer Success Journey

A customer success journey map is a tool that is used to visualize your interactions with customers, and determine how they view your products and services as well as the industry at large. This will give you a much better idea of who your customer are and will give you a larger bandwidth in how to correctly respond to their demands and desires. Meeting these demands and desires will help you build trust with your customers and also build a stronger business reputation. Designing the customer success journey map with these key stages in mind is crucial to determining the pain points of your customers. Keeping a detailed interaction log with your customers, which can be housed in a CRM or other digital tool, is key to determining how they can benefit from your products and services and how you can better position your online business presence to solving these problems.

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