What is the Modern Customer Journey in 2021

The modern customer journey has been evolving, especially after the start of 2020 and all the changes due to Covid 19 and social changes. Making sure you adjust to this change will be key to ensuring your company can survive this shift and thrive in the new market.

We would like to go over the new modern customer journey and provide you with feedback for each step and how you can maximize your impact at each stage of the journey.

Customer Awareness

Customer awareness is when a customer is searching for your products and services. Ensuring your information is in front of them as they are looking is key to getting them to choose your company over your competitors.

This includes assets such as advertising on search engines, social media sites, YouTube, television, billboards, print, etc. This can also include word-of-mouth advertising for some companies and brands.

By having brand awareness using smart curation of digital marketing ads, you will easily be able to generate a demand for your products or services when people are looking for them. Capitalize on this moment and let your potential customers see what you want them to see.

Findability

Findability is one of the most important steps for any business that wants to sell its products or service to its customers. Customers are looking for you where they are, not where you are, so making sure you pop up in their location will ensure you are top on the list.

The best tools for this step are Google Maps, organic search, directories, near me, GPS, etc. Having your business listed online on platforms like Google My Business and other relevant websites allows you to rank up there when you are being searched for.

Consumers are looking for alternatives for standard big-box retailers and online stores. Making sure your information is found and accurate, especially in local listings, as well as being highly rated and active online will draw the attention of your potential customers.

Do you have a website where your customers can find out more about what you have to offer? Is your company listed on platforms that are related to your business? Are you able to expand your reach by adding new platforms?

Reputation

The modern customer doesn’t just go to the first company they see anymore. Instead, they do their research and look for indications that the company they are purchasing from aligns with their needs best. This also includes the reputation of the potential business that they want to work with. If you are not online or have a negative presence, it is more likely that the customer will look elsewhere for your product or service.

Online Reviews

Online reviews, such as with Google, Yelp, or other sites, are one of the first steps a potential customer will look at before making a decision to purchase. If there are positive reviews it is more likely that the customer will contact. If negative reviews are all that is found, and you aren’t actively working to improve, it is much less likely that the customer will use you.

Social Media

Social media is no different than word of mouth in today’s atmosphere. Being present on your social media accounts, getting reviews, talking with customers, and sharing information about your business will provide potential customers with plenty of feedback. This makes your business look like it cares about customer services and consumer interactions.

Compare your reputation with that of your competitors to see how you are performing. Where are you falling behind? Where are you advancing? Check in with your online presence and see where you need to improve.

Conversion

Once the potential customer is done researching, they are ready to make the purchase. Having your system set up with eCommerce is a great way to reduce friction and provide an actionable way for your customers to purchase from you.

This is especially important after the social distancing requirements of the last year. Having the ability to set up appointments, purchase the physical product and have it delivered or picked up, or set up a new service, all without having to interact with people directly, has been a saving grace for many businesses.

How is your company able to optimize this new way of doing business? Do you have a website to allow your customers to purchase products or services directly from you? Can they schedule an appointment online, do a Zoom meeting to learn more about your business, or even come in with a limited group of people?

Advocacy

Now that you have gotten the sale, getting the new customer to provide additional influence for your brand by providing feedback, reviews, etc. If the customer had a great experience, harness this by asking for a review and sharing that on your platforms.

If a customer had an extremely negative experience, they are extremely likely to share this online as well. Be there to address this in the appropriate manner to show other prospective customers that you are aware of issues and take corrective action to do your best to resolve any issues.

Getting reviews online is the best source of free marketing and advertising your business can ask for.

How are you asking for reviews and feedback? What is your current online reputation? How can this be improved? What other ways can you wow your customers, both past and present?

What is the next step?

Do you have an online presence? If not, Small Hits can work on each step of this modern customer journey directly with you to make sure you are optimized at each part of the process. Schedule an appointment to go over where you are in your journey as well as how we can help you improve where your customers are in their journey.