Why You Should Understand the Customer Journey
Every customer has their own journey leading them to the same destination – purchasing your product.
ach phase in between needs to be analyzed to provide the best customer experience.
From the ‘thinking about buying’ phase to purchasing, to the delivery of your product, think about each step that led the customer to that point. What is it about the product that draws them to buy from you? What steps do they take before making the final purchase? Do those steps make sense? Is anything about this process going to make them rethink a purchase from your business and choose someone else? Would they suggest your product to their friends?
This process from start to finish is called the customer journey. When you truly understand it, it becomes a pivotal step in creating a positive customer experience and can create a memorable brand.
Defining the Customer Journey
To identify potential areas of improvement in your customer journey, you must first map out the entire process. Start by identifying your ideal customer, their age, gender, interests, etc. Creating an ideal client avatar is a key step in building your product business. Then, break down the entire journey step-by-step, starting from how they discovered your product to the final purchase. For example, if you are selling jewelry, your customer journey might be something like this:
- Customer finds out about your product from an Instagram post
- They click on the link in your bio to learn more
- They browse your website, looking at different photos of the types of jewelry you make
- They decide they want to buy, so they click on your product and enter their payment information
- Customer waits for the product to arrive
The customer journey doesn’t end there, however, it continues through the use of your product and even recommending it to others. Customer retention and word-of-mouth are much less time-intensive and therefore much more cost-effective than having to attract new customers. To obtain this level of customer retention, every step of their journey has to be perfect.
Unlock Unlimited Photo Concepts
When you have fully mapped out your ideal customer journey, identify the places of opportunity. Brainstorm ideas that will ease any pain points they come across along the way and use them as photo concepts that your audience can relate to.
Remember, the importance of visual storytelling. Every photo of your product needs to have a clear message of why your customer should purchase it and how it can solve their problems. Mapping out your customer’s journey is also the first step to provide everything you need to ensure they have the best customer experience interacting with your company and brand.
Utilize the journey to your advantage and go above and beyond in customer service to increase customer satisfaction. Memorable customer experience is what keeps people coming back for more. If they feel like their problems are being addressed, you will naturally build stronger customer relationships. This is why it’s important to identify areas of improvement and incorporate these ideas into your product photography.
Your photos are usually the first interaction your customer has with your product. Illustrate a relatable concept consistently that addresses your ideal customer’s struggles. This establishes your brand as memorable and trustworthy because your audience will believe that you provide a solution to their problems. If you create a memorable start to the customer journey, the customers will return and referrals to your brand will be made.
To learn more about how to make the journey more user-friendly, let’s connect! I understand that every business is different and that it’s important to have a specific plan for each. This is also why I offer more services than just photography. You can also find me and fun behind the scenes on Instagram!
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