Build Relationships:

Overview:

At this point in the customer journey, customers are actively using your products or services and they want things to work smoothly. They may become irritated or disengaged if things don’t go well or they could become advocates if they are delighted. The role is to build lasting relationships and keep interactions and relationships going. Handle any issues that arise quickly and always look for ways to delight. It is important to encourage loyalty and advocacy at this stage.

Principles:

1. Demonstrate the appreciation by communicating, listening and providing tangible value.

2. Get feedback – frequently,  but without annoying.

3. Take care of any problems quickly, competently and completely.

Marketing Channels:

Email, Sales Calls/Meetings, Website, Social Posts & Communications, Customer Forums, Events, Sponsorships, Gifting, Webinars, Feedback Surveys, Appreciation Events

Primary Metrics:

# Contacts, Open Rate %, # Listens, # Views, # Transactions, # Visitors, # High Ratings, % Satisfied, High NPS

Gain Commitment:

Overview:

At this point in the customer journey, people are actively in the process of buying and trying to get through the process as easily and confidently as possible. The role is to grow the customer base and make it easy to “buy”. Create an easy and memorable buying experience that makes people feel confident throughout the process.

Principles:

1. Identify and eliminate any points of friction in the buying process.

2. While spurring buyers to action, don’t annoy.

3. Provide useful, relevant and timely information to make the experience positive.

4. Show appreciation

Marketing Channels:

Website, In-office, In-store, Customer Set up Process, Customer Service, Implementation Teams, Social Posts, Social Ads, Online Ratings & Reviews, Centers of Influence, Sales Outreach

Primary Metrics:

# Qualified Leads, # Referrals, # COI’s Contacting

Increase Brand Interest:

Overview:

The customer is interested in your category at this point in the journey and they are considering their options between you and your competitors. This is usually a time of research and information gathering. The role is to convey "why you" and give clear information that compels them to choose you over your competition. 

Principles:

1. Be present in those places where your customers are doing their research.

2. Focus on messaging that helps people understand why they should choose your brand.

3. Focus on getting them to take an active step towards you (free trial, request a demo, call for details)

Marketing Channels:

Website, SEO, Targeted PPC, Social Posts, Social Ads, Webinars, E-mail, Online Ratings & Reviews, Centers of Influence, Sales Outreach, Referrals

Primary Metrics:

# Followers, # Visitors, CTR %