The great thing about creating a vivid customer profile is that it gives you insight into your customers’ world, which in turn allows you find what they really need at different stages of their buying cycle. After outlining the customer relationship cycle, audit yourself to identify the barriers that are stopping you from simply meeting your customer needs at each stage. Figure 6.6 articulates a few common barriers at every customer relationship lifecycle stage. This could be the starting point for your brainstorming session.
| Steps in Customer Journey | Barriers |
|
Awareness |
Prospects are not aware about your company and brand, they don't know if your product can address their needs or can do it better than your competitors |
|
Investigation |
Available information on your offerings do not readily address prospects key criteria; it is difficult to understand and hard to translate |
| Consideration | Difficult to access all the right information needed to make decision; poor sales process; competitive brands seems to offer more value |
| Selection / Purchase | In-decision; conflicting opinion; pricing; external factors e.g. economy, legislation; internal factors e.g. budget, shifting priorities etc. |
| Use | Product or service doesn't meet the performance expectation of the customer; price/value ratio changes; Unrealistic expectations |
| Satisfaction | Poor customer service; inconsistent customer experience; lack of tools to measure customer experience |
| Loyalty | Poor customer service; inconsistent brand experience; poor sales process; lack of tools to engage customers |
| Advocacy |
&Customers are not comfortable recommending your products; no tool exists for them to promote you; emotional experience is weak |
After identifying the barriers at each moment of truth, it is time to resolve them by identifying appropriate levers / existing company capabilities. Next section shows you how.
Related:
- Table of Content
- Red Queen Effect – An Introduction
- The Billionaire Code
- Cracking the Code
- Implementation Plan