CUSTOMER JOURNEY
5 TIPS FOR CULTIVATING A FRICTIONLESS CUSTOMER JOURNEY
BY : JESSICA EMBREE
I
In a frictionless customer journey , customers progress seamlessly through your selling process , understand the benefits of working with you fully , and feel excited to engage with you further . If you have customers that are falling through the cracks , that don ’ t understand the benefits of engaging with your products and services , or that find it difficult to interact with your systems , then your customer journey needs work . As Donald Miller , author of Building a StoryBrand , would say , “ If you confuse , you lose .” Fortunately , we have five great tips to help you cultivate a frictionless customer journey in your company .
# 1 - KNOW YOUR CORE CUSTOMER
Your core customer is the person most likely to purchase from you . This person values your product or service the most and is willing to buy from you at the highest price . By defining who exactly your core customer is , your company can target customers that provide the greatest return for your company , effectively optimizing profitability .
One thing to note for those in the B2B space is that when we address the core customer , we are addressing a person , not a business . It ’ s not a business that ’ s going to make the decision to buy from you , it ’ s a person inside that business . You need to approach the company as you would a person in order to connect with them on this level .
Most companies will define their core customer ’ s demographic and then stop there . This is a great start , but it ’ s only the first step in truly understanding your core customer . As a StoryBrand Certified Agency , Tulip Media Group likes to use Donald Miller ’ s StoryBranding methodology to take our Client-Partners beyond demographics and through an intimate process of exploring their core customer ’ s psyche and targeting marketing messaging to meet them right where they are . This way , you can encourage them to buy from you at every stage of the customer journey .
# 2 - SPEAK TO THEIR PROBLEM RIGHT AWAY
When attempting to engage your core customer , introduce conflict as early on in your marketing messaging as possible to capture their attention . This is your opportunity to really connect with them , and you can do this by speaking to the problem your core customer is having in a way that resonates with their person .
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