As a small-business owner, you want your customers to have the best customer experience possible.
If comparable to traveling, you would want them to experience the comforts of sumptuous living in a five-star hotel and not, let’s say, the irritations of trekking through an arid desert without food or water.
It is unfortunate that some clients’ experiences are more like the latter than the former.
Poor customer service, untimely delivery of products, and unmet expectations are some of the things that can make a buyer’s trip as unpleasant as an unpleasant and mishap-ridden vacation.
These negative experiences can be avoided through the implementation of a marketing strategy that ensures the ideal buyer journey from beginning to end.
Once small-business owners, especially those in rapidly evolving markets such as information technology, are aware of all the phases involved in the customers’ experience, they can focus on the details that make clients want to come back for more business.
Here are the seven phases of the customers’ experience, using the Duct Tape Marketing Hourglass™ as the guide:
Know – Like – Trust – Try – Buy – Refer – Repeat
A potential client will typically learn about your products or services through an ad or word-of-mouth.
Since this is the first impression she will have of your company, you want to make sure it is a good one.
To do this, you must first learn who your ideal customer is in as much detail as possible.
This entails establishing a buyer persona with obvious demographic data, such as gender, age, income, interests, and educational level, but also psychographic information about her main motivations, challenges, problems, and influences.
Once this is known, you can tailor your message to appeal to potential customers’ specific interests and needs.