Like pirates in search of buried treasure, people everywhere are daily in a search for the things they want and need, be it a new roof or a gallon of milk.
Whether you’re a roofing contractor or a lawyer or a nurse, your customers are on a journey. Your leads are on a journey to find the answer to their problems.
It’s up to you to make that journey as smooth, as simple, as easy, as clean, as fulfilling, and as satisfactory as possible.
In order to do that, you have to know the journey your leads and customers are taking and understand how you can make that journey better.
Plotting the customer journey map points
To understand your customers’ journey, you have to put yourself in their shoes.
You have to try to dissect each part of the journey, from the first moment they start looking for your product or service, to the moment they’ve achieved total satisfaction at day’s end.
Let’s assume you’re a roofing contractor that does repair work after hail storms.
Looking at your customer journey, the first step would be the storm that creates the need for the repair.
Then, the customer might look at Google or the Yellow Pages to try to find you. Then, they’ll call and meet either your answering machine, secretary, or yourself.
Keep plotting each one of these points out, write each one of them down on individual sticky notes and put them in order.
Deciding what works and what needs improvement
Once you have all your points plotted out, mark each one of them as “successful” or “needs work”.
For instance, maybe you have a fantastic phone receptionist who gets appointments scheduled with every single caller, but that does you no good if your sales rep doesn’t know when his or her appointments are and is losing deals because of it.
It also doesn’t help if you’re missing from key places that your customers might be looking to find you. Having yourself in more places would get your 5-star receptionist more opportunities to set more appointments.
Create a plan of attack
Now that you know what needs work, it’s time to set goals and make plans to complete them.
If your goal is to improve your discoverability for new customers, then you should create a plan of attack to get your name and contact information in more laces and in front of more eyes.
If your goal is to keep a customer informed about the progress a of a job, or to follow up with them 4 months down the road to assure they had a quality experience, be sure to make and execute a plan to make those experiences better for the customer.
Start biting things off, little by little improving each part of the customer journey until it becomes a zen-like experience and you’re left with better results going forward.