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Often the customer journey follows five stages:
Awareness – A potential customer identifies that they have a need and that your service could potentially fulfil this. They don’t know a huge deal about you at this stage, so you want to focus on introducing your company and service as well as addressing their pain points and how you can solve these.
Consideration – They may compare your services to others and carry out research, trials or request demos to establish strengths and weaknesses between the comparisons. This is where you need to highlight your unique selling points and make a clear differentiation between services similar to yours.
Purchase – They make the decision to purchase your service and sign the contract. During this stage, you need to support them with setup and training.
Loyalty – Driven by the level of a customer’s delight with the service being provided and thereby likely to renew their contract. Upselling and cross-selling opportunities become easier so long as you’re consistently communicating as well as meeting and exceeding their needs.
Advocacy – A customer actively promotes your service and the details of their positive experience through word of mouth, reviews, testimonials, and recommending your service to others.
Touchpoints and their importance:
Throughout these stages, you’re influencing your customers at several different touchpoints; whether that’s digital or face to face. Touchpoints refer to any encounter where your customers engage with your business, service or employees and they collectively form part of the customer experience.
The following diagram shows the various touchpoints across the five stages. By having a holistic view of the entire customer journey, you can ensure that nothing is dismissed or deemed insignificant as every point of contact you have makes an impact; whether that’s your online content, actions or words. It’s worth noting that many touchpoints are also repeated.
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