How to maximise your customer journey to win more business
I was once asked by a partner within a website company how they could get more business. I asked them if it was more business from new clients or more business from existing? The latter they had not thought about but they were intrigued on what this would mean. Over two exercises, they had a real understanding of their clients and an even better view on the value they were missing out on – £127k of immediate business they could go after from customers they were working with already.
You too can follow these exercises which are to a) grade your clients based on how much you engage with them and b) what you can up sell and cross sell into them for easy wins.
Try Traffic Light your customers
Create a list of the customers you are working with now.
Highlight customers with a Traffic Light Grading – green they absolutely love you, amber they’re happy with you and red, they’re not so happy.
Greens are testimonials, case studies, Google Review requests, LinkedIn Recommendations, success stories for meetings, video clips for your website … all the good stuff to share with future customers.
Ambers are those you want to get to green you just need to look at the experience they’ve had since working with you. The touchpoints in their customer journey we highlight in Why walking in your customers’ shoes is the first place to start in marketing. These are the touchpoints that need refining so the customer experience is improved. If they are being wowed in the customer experience, they will remain happy and loyal. They will go onto share their experience with others with similar problems.
Reds are the ones you need to work on first. These have either complained or have been let down. They are the ones you have not reached out to for a while. These may go onto share the bad stuff with others which is detriment to any marketing you are about to invest in.
Once you know the colours you can then put steps in place to capture testimonials, enhance the customer experience or improve engagement for positive reviews.
Try the Gap Analysis
Create a list of customers you are working with now.
At the top of the list, across the rows, add your services.
Now plot which client has your services, some will have one, others more.
Spot where you can add real value to help them immediately.
You can either upsell to a better level product or cross sell other services that will support how you work with them.
Introduce processes or marketing collateral to fill these gaps at various milestones in their customer journey, for example during onboarding or at reviews.
These are both quick exercises that provide ideas to improve the customer experience and highlight issues that can be easily fixed. Choose which is more appropriate for your business now. Use a spreadsheet or your CRM system to capture, report and execute the actions you need to do maximise your customer journey and win more business.
If you have an accountant, they should be your first stop for business advice. If you don’t have an accountant or they can’t help, BuBul has a wide range of experts available. For more advice on maximising the return from your marketing contact our expert* Marianne on LinkedIn.
*We’ve picked experts we know and trust who are good at what they do. All of them will give you at least an extra 30 minutes free advice if you contact them and would then charge their normal prices. They don’t pay to be on BuBul and don’t give us any money from anything they earn as an expert.
Marianne Smith Customer journey expert Marianne helps you understand your customer journey and how to improve it to get the most impact from your marketing.