Marketing
Why You Need To Build A Customer Journey For Your Business
By Rose Odengo
The customer journey is a simple process flow chart businesses develop to track how best to acquire , serve and retain customers . It is also how you guarantee repeat business and build loyal customers .
During the last couple of weeks , I have had very interesting conversations with business owners and consultants struggling with various aspects of business . But despite the external challenges of marketing and pricing in the current economic situation , certain internal and external communication aspects had fundamental gaps affecting their bottom line .
Clarity
A constant phrase these entrepreneurs used was “… they should have known …” when referring to a client or staff member ’ s inaction or action contrary to what the business owner expected . Do not assume that everyone is clear on your processes . When you are meeting a client for the first time , take the time to walk them through how you operate . Maybe you don ’ t like meetings and prefer limiting project engagement to emails and calls . Say that . If you don ’ t like using WhatsApp for business as a communication tool , say that as well . If you are not clear , you leave too much room for interpretation . And that interpretation of things leaves people filling in the gaps and thinking you don ’ t know what you are doing or end up frustrated with you .
Contractual Obligations
Kenyans are still very big on the “ Rafiki ” business model . This is where you take on business without a contract . That is inexcusable and poor business practice . You are setting yourself up for failure when you fail to sign contracts stipulating timelines , work scopes and payment expectations . Even if it is your friend rendering a service to you or supplying your business with products , you must ensure that you have this in writing . A proper legal document protects both parties . Because it is written down and clear on the deliverables and expectations on both ends , if one or both parties fail to meet the obligations , you can either engage lawyers or at least sitdown , review the document , and resolve
Be clear about the client ' s needs and see what services or products you can offer that meet their current needs and budgets . No matter how ambitious they are about meeting their needs , don ' t stretch yourself if they can ’ t afford it . Remember , this is business ( for profit ); this isn ’ t charity . matters amicably . Scope of Work
There is a common assumption that when someone knows what you mean , for example , if someone talks to an I . T . specialist and says , “ I want you to do our I . T .”, they assume that the expert in I . T . knows what they mean . This could be networking , database management , programming , or essential help desk support ; a whole list of things can be considered I . T . work . Don ’ t let desperation for business blind you to take on such vague explanations of work from clients . This will leave you drowning in endless workloads for peanut pay .
Be clear about the client ' s needs and see what services or products you can offer that meet their current needs and budgets . No matter how ambitious they are about meeting their needs , don ' t stretch yourself if they can ’ t afford it . Remember , this is business ( for profit ); this isn ’ t charity .
Boundaries
One area I found myself constantly struggling with businesses was organisations ' visions . Whenever I would immerse myself in a consultancy and buy into the organisation ’ s bright future and the team , I would go above and beyond what was required . I would put in more hours than previously billed ; I would quickly be asked to do more because my role had shifted to one of an employee .
I quickly learned it is essential to “ kill your darlings ,” so to speak . Unless you intend to become an employee or a shareholder ( the darlings ). You need to know that
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