The way customers interact with brands has drastically changed over the past few years. In the words of Forbes contributor Brian Walker, ” Digitally empowered customers are firmly in charge, bouncing from channel to channel at the drop of a hat.” It is now more important than ever before to intertwine marketing efforts with sophisticated customer relationship management tools to deliver a seamless customer experience at every touchpoint in the purchasing cycle.
The “Customer Journey” has become a common buzzword – but it can mean a lot of different things, depending on what you ask. I like to think of the customer journey as a love story between a customer and a brand with the following stages in their journey towards the pursuit of happiness: Acquire, Onboard, Engage and Retain.
Acquire: You briefly meet and make sure to get the customers’ name and phone number or email address.
Onboard: First impressions are important. This is the perfect time to tell them about yourself and learn what interests them. Begin building the relationship—convince them to give you a shot.
Engage: So you had a great first date. Now what? You’ll keep it interesting with relevant, compelling conversations. And like the chivalrous type you are, you wouldn’t dare forget their birthday or anniversary.
Retain: Every relationship has its ups-and-downs. If they’re losing interest, focus your efforts on winning them back. Remember, there are two sides to this. Don’t just ask for what you want, listen for what they need.
And they lived happily ever after. Or at least they can, if you find a way to deliver exceptional, personalized customer experiences.
Whats your take? Leave a comment.