Antonio Lucio, Chief Brand Officer at Visa, believes the solution is to shift the focus from the transaction to the relationship. After exploring the Customer Decision Journey, his team developed what they call a Customer Engagement Journey. In this model, transactions occur in the context of the relationship rather relationships in the context of the transaction.
It all goes back to lead nurturing. Moving people down each level requires the same process: education, evaluation, engagement, commitment, purchase (or “action” – sometimes they aren’t actually making a purchase, but rather taking an action like sending out a tweet). In some cases, that process happens within a single email. Other times, it takes days, weeks, or even months. To make matters even more complicated, every customer is different. While some people might make the decision to buy your $19 within a few hours of downloading and sharing your ebook, other customers might be in “deciding” mode for 6 months.
Hello Mark, I absolutely loved this article. It’s very thorough. I wanted to ask in Step 3 that is “Defining the Criteria for Each Stage” in each sub-step if the customer is not responding to sales call we are sending them back to the previous sub-step. In between each sub-step, can we put one more stage where we are approaching the customer one more time through Email or SMS where in we give them a last chance to move forward and if they don’t reply to it, then we put them back in the previous sub-step?
Reviews are the second golden ticket for middle of the funnel digital marketing—92% of online consumers read them, and 88% of them trust online reviews as much as personal recommendations. Here’s one probable explanation why: Consumers don’t trust advertising and marketing anymore, if they ever really did. Now, it’s no longer shut-your-eyes-and-hope-for-a-good-refund-policy—people can effectively shop based on others’ experiences (which is one reason customer service is so important).
A lead is someone who becomes aware of your company or someone who you decide to pursue for a sale, even if they don’t know about your company yet.. Typically, this includes everyone in one big group, but you could also break this down further to only look at qualified leads, which are leads that meet certain qualifications to becoming customers. For example, if you’re selling pet products, a qualified lead is someone who has a pet, versus someone who simply likes the cute animal pictures on your blog, but will never buy anything from you.
In today’s marketing landscape, people can experience a brand in many ways other than purchase and usage of a product. These include live events, content marketing, social media, and word-of-mouth. Consider all the members of the Nike+ running community who don’t own Nike products or the half million fans of Tesla’s Facebook page who don’t own a Tesla. Or consider companies where employees use their own devices or download their own software until IT purchases the enterprise version for the entire company. In today’s digital age, advocates aren’t necessarily customers. Marketers who think that advocacy comes after purchase are missing the new world of social influence.
An increasingly common practice for marketing, sales, and customer service and experience managers is to “flip the funnel” into a customer experience funnel. This funnel outlines the process of turning customers into advocates, which in turn refuels the top of the marketing funnel by driving awareness and lead generation. Here’s our diagram of the customer experience funnel: