Paul Moran describes how understanding how your customers interact with your business, can improve your customer touchpoints and increase revenue
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You want the customer to love your product and service, to become your advocate and to tell others how great it is to interact with you
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id you ever wonder why a business or customer decided to buy from you ahead of your competitors? Did you ever put yourself in your customer's shoes and assess the steps they took to make the decision to purchase? Infact, did it ever occur to you how and where your customer actually first heard about you? These questions are answered by assessing the customer journey. In this article, I will shed some light on what the customer journey is and how you can use it to increase your customer base and satisfaction.
WHAT IS THE CUSTOMER JOURNEY? The customer journey breaks down, step by step, the behaviours of the
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HORTICULTURECONNECTED / www.horticultureconnected.ie / Summer 2021
customer from first being unaware of your business to finally purchasing with you. It is a strategic tool to understand each interaction or touchpoint a customer has with your business. By analysing each interaction, it is possible to understand which areas of interaction are flourishing and which areas need improving. Many businesses physically map out the customer journey, on whiteboards, on paper or slides. Regardless of how you map your customer’s journey, the key is to understand each interaction and ensure the stages of the journey work well, with seamless transitions to the next stage. If you don’t engage with such strategic tools you may leave yourself open to blindspots, by not understanding how the customer arrives at your door.
