It seems even obvious that putting the customer at the heart of operations is essential, so why do so many get it so wrong?

Multi levels of the customer journey

There are multi levels of a customer experience and arguably each stage is as crucial as the next – from the first sign of interest to the after sales an beyond. So, let’s consider every step of the way.

The first step is that of a prospect – he who potentially fills the profile of your ideal client (if you haven’t got any of these clearly defined for your business then start now). This is crucial – where you are plumbing your feathers to make yourself attractive – draw them in.

Secondly you have to show some substance, you have to convince the prospect that you are worthy of their money and that you are indeed the one that will deliver their needs.

Having secured custom, your next duty is to show them a well-trodden pathway which leads them to what you have promised. If you cannot do this don’t sell them anything.

The next step involves education – having served the client you need to educate them into how you operate. They will feel so many ‘yes wow’ moments that eventually they become raving fans!

Raving fans

And what do raving fans achieve? Well, they serve as a part of your marketing message – ask them for the information that you can use to tell everybody else and you suddenly attract others without having to lay out a massive marketing budget.

In the process you have happy clients, and happy clients return for more and more so that lifetime value keeps edging up each time a client returns to you.