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Phases of the Customer Experience Cheat Sheet by

Phases of the Customer Experience
marketing     experience     customer

Introd­uction

Poor customer service, untimely delivery of products, and unmet expect­ations are some of the things that can make a buyer’s experience as unplea­sant..

Negative experi­ences can be avoided through the implem­ent­ation of a marketing strategy that ensures the ideal buyer journey from beginning to end. Once small-­bus­iness owners, especially those in rapidly evolving markets such as inform­ation techno­logy, are aware of all the phases involved in the customers’ experi­ence, they can focus on the details that make clients want to come back for more business.

1. Know

A potential client will typically learn about your products or services through an ad or word-o­f-m­outh. Since this is the first impression she will have of your company, you want to make sure it is a good one. To do this, you must first learn who your ideal customer is in as much detail as possible. This entails establ­ishing a buyer persona with obvious demogr­aphic data, such as gender, age, income, interests, and educat­ional level, but also psycho­graphic inform­ation about her main motiva­tions, challe­nges, problems, and influe­nces. Once this is known, you can tailor your message to appeal to potential customers’ specific interests and needs.

2. Like

Once a potential customer perceives that your product or service fits her needs, she will search for more inform­ation by either looking you up online or physically visiting your business. At this phase, it is crucial that all of your marketing assets, such as your website, logo, store design, and marketing materials, commun­ication a right message, consis­tently. If this part of the journey is handled correctly, the prospe­ctive customer will begin to align or like the overall feel of your organi­zation and proceed to the next phase.

The customer proceeds to learn more about your business through the content on your website or emails, during an in-person meeting, or by receiving a sales presen­tation. It is crucial that a consistent message be commun­icated through all the points of contact a customer may have with the company. By offering educat­ional inform­ation in the form of webinars, reports, checklist, and other relative inform­ation, the customer will begin to trust in your expertise and begin to believe your business can solve their problem..

3. Trust

This part of the customer journey is probably the most challe­nging for the business owner, but essential for your marketing strategy. Trust is built with consis­tency, empowering your prospect, and by commun­icating creden­tials such as accred­ita­tions, member­ships, transp­arency, and social proofs.
 

Marketing Hourglass

4. Try

Offering the option to try your product or service allows potential customers to feel more comfor­table with the buying process. Through the use of free trials, seminars, and guaran­tees, your business has the opport­unity to build trust and demons­trate value and benefit.

5. Buy

A customer who is suffic­iently convinced of your product or service’s value and benefit will proceed to buy. At this phase, it is crucial that the promises and guarantees made at the first point of contact be completely met. There must be a seamless transition between your company’s marketing, sales team, transa­ction process, and service or delivery team.

6. Repeat

If all phases are handled properly up to this point, your customer is likely to repeat the buy. To ensure that she gets the most value out of your product or service, you can provide a thorough on-boa­rding process, include how-to materials and convenient usage tips. Also, it is important that you gather feedback, for example, a customer satisf­action survey, to ensure that expect­ations are met, and any defici­encies are improved upon

7. Refer

This last step is the ultimate goal of the ideal customer experi­ence. Once a client is thoroughly convinced of your product or service’s value, you want her, she will refer your business to others just like here. In this way, satisfied and loyal customers are generating leads for your business, which is the outcome of a highly effective marketing strategy.

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