(Some Themes Of Customer Management Cont.)

Customer Journey (sales funnel)

Introduction

The customer journey consists of 5 stages, ie from pre-sale awareness through to post-sale advocacy; it is a collective interaction which is becoming more automated as software, websites, CRM platforms, etc are more frequently deployed.

(source: Griffin LaFleur, 2022)

Five stages

i) awareness (a potential customer has a problem or need and is looking for a solution. At this stage it is better to be more educational in your marketing about what your product/service can do and how it can address customers' needs, eg stress the benefits, rather than being promotional.)

ii) consideration (at this stage potential customers are comparing products/services and organisations that supply them:
"...engage with customers; they can reinforce the features their products and services offer, so customers can better understand the benefits..."
Griffin LaFleur, 2022.)

NB The first two stages have a marketing focus.

iii) purchase/decision (indications that the customer is entering this stage include requesting a demonstration, asking for quotes and/or wanting  to speak to a sales representative, etc

Usually the customer has a shortlist of organisations they want to buy from. Some ways salespersons can encourage the customer to buy from them include:
    - an introduction from an existing satisfied client as a reference
    - developing a good relationship and rapport with the customer.)

iv) retention phrase (part of post-sale service to gain repeat business and promotional opportunities; some examples include
    - loyalty programs
    - readily communicate, such via newsletters, etc, to customers.
    - training sessions, etc

NB Customer retention is more cost-effective than customer acquisition.)

v) advocacy (this comes after

"...customers who had meaningful experiences with an organisation's products or services and can become vocal supporters for the brand......If customers can recognise their goals and measure the success, they are more likely to advocate for that organisation. Satisfied customers increase the number of other prospects who hear about those experiences and may consider that organisation for their own needs..."
Griffin LaFleur, 2022

Advocacy can be by 'word of mouth', ie people listen to friends' recommendations.

Identifying the Pain Points as Part of Understanding the Sales Funnel

Summary

Need to understand where your customers are in the different stages of the customer journey.

Additionally, organisations
"...that understand the customer journey from the customer's point of view can see gaps in current strategies, identify what works and modify certain phases for future campaign..."
Griffin LaFleur, 2022