October '21

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A W A R D S & C U S T O M I Z AT I O N T H E R I S I N G T I D E O F B U S I N E S S | A A R O N M O N T G O M E R Y 7 2 G R A P H I C S P R O O C T O B E R 2 0 2 1 G R A P H I C S - P R O. C O M MAPPING YOUR CUSTOMER'S JOURNEY T his month, I'm excited to share some thoughts, tips, and tricks to map out and improve your customer experience journey. This journey consists of all the touchpoints your current and potential customers have with your company. Your customer's journey includes the moment they learn about you, place an order, communicate during production, get the delivery, and follow up post-sale. Do you have a process and plan in place for all of those touch- points? And even if you do, are you aware of your customer experiences and what rough spots you might be missing? For many people, you might be staring down the barrel of a loaded holiday shopping season. You might think that I'm crazy even to suggest looking at your overall communication at this time. But, you must have your arms around this as best you can before the holiday season starts. Otherwise, you will be spending extra time communicating and solving problems that result from missed expectations instead of producing and making excellent profits with all of the holiday sales coming your way. MAP OUT TOUCHPOINTS Let's start with mapping every touchpoint from start to finish. Most customer journeys include these four main segments: • The discovery phase (when they first hear about you) • The engagement phase (when they communicate with you about a potential order) • The buying to delivery phase (all the touchpoints from placing the order to receiving the goods) • And the post-sales phase (the follow-up and confirmation of a successful partnership) In a perfect world, the journey for loyal customers would be a straight highway like this: see product, buy product, use prod- uct, repeat. But in reality, it is more like a sightseeing expedition with stops, exploration, and discussion along the way — all moments when you need to convince people to pick you by aligning your content and communications with the problems you can solve for your ideal customers. COVER ALL THE TOUCHPOINTS TO ENSURE A SATISFACTORY EXPERIENCE Example 1

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