In today’s post, I’m diving into customer journey management. I know it can sound like a dull marketing concept but knowing your ideal client and the customer journey is a great advantage to your business. It can make you a lot of money, save you loads of time, allow you to enjoy your business, and help your customer at the point they need it.
The customer journey is not always the easiest to identify. Over the years, I have made so many mistakes with regard to understanding the customer journey for my own offers. It can be easy to market an offer at the wrong stage in the customer journey and doing this will facilitate people joining in at the wrong time.
Learning customer journey management is all about practice! The more you do it, the more you experience it. The more you do it wrong, the more you can do it right because you will learn from it. But if you keep making the same mistake in not meeting people’s expectations, it’s going to do them a disservice.
What is a customer journey? Customer journey is a visual representation of the steps a customer follows when completing a specific action, such as completing a sale, signing up for a product trial, or subscribing to a newsletter. The more steps involved to complete the specific action, the more detailed the customer journey map will be.
So, for example, there are different types of purchases.
We’ve all made high and low-commitment purchases from time to time. Think about the journey you went through before you make a purchase. When making a purchase you had to know without a shadow of a doubt that you needed the product or service. There was an emotional journey to get there, you knew that it was what you needed to help solve a problem. That’s a high commitment.
I see a lot of people take what they are good at and start creating programs and launches based on those skills. When they launch, they quickly realize that customers aren’t ready to invest in their offer because they’re not convinced that the product or service will help them.
This is why it’s so important to build trust with your audience. Once you can create a strong relationship with your audience and they know you’re being truthful, that is when people will want to work with you. If you don’t have their trust, your offer won’t sell. Another important part of the selling process is to make sure your audience has the proper customer journey. This means giving them enough lead time for them to be interested and want to invest in your offer.
Recently, I worked with a client on the customer journey experience for her business. This client built a six figure business but still felt fuzzy on the concept of her customer journey. She built a great brand and people love working with her because she’s great at what she does. However, it was hard for her to identify where each of her programs fit and how they work within the customer journey.
This is why it’s so important to take a close look at the customer journey map. It’s crucial that it makes sense to your audience and that the offer is meeting them where they’re at. You want to make sure you’re not speaking too far in front or too far behind them in their journey.
The way that you map out your customer journey needs to be relevant to your ideal client.
The important stages of the customer journey are: thoughts, actions, fears, feelings and then the offers that will help them.
Let’s take an example of a business coach and run through each stage.
✔ Thoughts. Clients think I don’t want to be in my nine to five anymore or work for someone else. I want to build a business based on this really awesome skill.
✔ Actions. What’s the action they take? Research on how to start a business online, download every freebie. Listen to every podcast about starting a business.
✔ Fears. What are the fears that are coming on this step? Scared of what other people will think. They may be fearful of judgment, fearful of putting money out because they’re not confident in their abilities yet. Fearful because they haven’t had any clients yet. Fear of failure.
✔ Feelings. What are the feelings that are coming from the fears and actions? They can feel overwhelmed. Questions may arise like, Can I do this? Where do I begin? What should I do? Will I succeed?
✔ Program. What program can help mitigate this? What program can meet them where they are and speak to these fears, feelings, and understand them at this stage in their journey? Is this something that the coaching industry created?
Make sure that you’re using terms your client will understand.
For example, instead of saying 10K months or 5K months, just use here’s how to start your business so you can quit your nine to five job. Speak to those fears, and show them how you’re going to address them in your offer.
To start growing an audience through social media it’s important to increase referrals in a strategic way.
So, how are they going to get more clients or gain more followers? Go back to the stages of the customer journey. Identify the thoughts, actions, fears, feelings and of course, the program that you can offer.
What program can you put out that will help them? It could be about lead generation, teaching them how to generate leads and how to grow a following in a way that is authentic and sustainable.
Now that your audience has grown, how can you help them learn how to sell effectively? You need to develop your customer journey management framework in a way that works effectively. Again, you need to consider their thoughts in this step, their actions, fears, feelings and the programs that you can offer to your clients.
In this step, the customer journey map is still a necessity. Determining the thoughts, actions, fears, feelings and programs will definitely drive you to the right strategy to implement.
To be successful, you don’t have to copy someone else’s framework. You need to create a clear brand and a system so people will come to you because of the quality of the program you offer. Focus on optimizing attraction marketing.
You don’t have to have a launch hangover and be stressed, then have to take months off your business after.
Make sure you’re marketing the right program to the right people at the right step in their customer journey. This is the reason why I do this 90 minute call before our VIP day. We are actually helping you plan a launch for a program that’s going to convert. We could plan the launch for this great program but we have to make sure that we’re on the same page. So, I actually will take you through this exercise.
We’ll go through your customer journey and your different programs and see which one you’ll want to launch out for a VIP day. Let’s make sure it’s at the right step because part of the VIP day is the messaging. We’re going to map out what you should be talking about at each stage based on your customer’s journey. So that’s why I’m having this 90 minute call with you ahead of time. These VIP days are so exciting! I’m doing them in Southern California, Las Vegas and New York City from August to November.
✔ This day is designed to help you create a solid launch plan for your signature offer.
✔ You will leave with a step by step plan for your next launch down to what you’re posting each day leading up to and including the launch.
✔ We’ll talk through sales page copy design and what you’re putting out on social media for every single day.
✔ Focus on the customer journey programs that you’ve mapped in this episode .
✔ Work on having an epic launch for that specific program.
✔ You will have a plug and play launch plan that you can use moving forward in your business with tiny tweaks.
I don’t want you to have just a great launch. I want this to be your moment to truly stand out in your industry. Only you can do it the way you do. This day helps you build out a plan that’s unique to you, your energies and priorities.
In order to create a customer journey management framework that works best for your business, you need to consider the thoughts, actions, fears, feelings and solutions at every step. By doing so, you will be meeting your ideal clients specifically where they are along their journey. This will save so much time, heartache, and money. Don’t be afraid to get it wrong. So many entrepreneurs including myself have struggled with creating an effective customer journey, the most important thing is to not give up on it.
And finally, as always, stay safe, stay healthy, and stay #PrettyAwkward!
I hope this post helped you start to look at your customer journey and your offers from a different perspective.
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I have helped HUNDREDS of women get their unique coaching voice and find their soulmate (clients that is!)
Because I’ve been there too. I went from wanting to be a health and fitness coach...trying to take awkward booty pooping selfies, to embracing my #prettyawkward style and scaling my coaching business past six figures.