The customer experience, in my opinion, is getting people to feel something appropriate for the stage of the buyers journey they are in.
Curious about your business because they’ve heard good things.
Excited to meet you because they like what they’ve learned from that first interaction.
Patient to give you the opportunity to explain your process.
Confident moving forward because everything seems to make sense. You have a plan for getting them there, and you seem to be good people that will be fun to work with.
Safe when you get into things that are challenging for everybody, such as budgeting, making choices, and committing to contracts.
Trusting that you’ll deliver on the promises that you made.
Hopeful that you’ll deliver even more!
This has always been true, but even more so today because now we can affect these feelings with targeted content and social media. But there is a new reality.
Being helpful is just not enough anymore. I cannot believe I’m saying that, but I have to because it’s true.
Media and technology are raising the bar and if you are not upping your game you are going to get left behind. I realize that’s one reason you are here, and I am committed to your growth.
If you have not already, map out your buyer’s journey, and consider how to use your media to influence what buyers and customers are thinking, seeing, feeling and doing. More on how to do that in this earlier article and podcast episode.
I’d love to hear your thoughts on the buyers journey. Meet me over on Twitter to take the conversation further.
About the Author: Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.
He helps organizations use media to create exceptional customer experiences that drive business growth in a digital, social and global world. Connect with Jeff on LinkedIn, Twitter, Facebook, and Google+
