Your Growth Roadmap: The Customer Journey

September 6, 2017

Growing a business is not an easy task. It requires tremendous amounts of resources, strategic planning and flawless execution. Which begs the question, “what if there was an easier way to grow my business?”

Well, there is. Knowing, understanding and improving your customer’s journey.

Focusing on the customer journey is an often overlooked, yet highly-effective strategy to grow a business. In essence, it’s a holistic examination of a company and its products and processes to ensure the customers’ needs are at the forefront during each interaction.

To best understand your customer’s journey, you first need to create a customer journey map that includes every interaction between your company and your customer before, during, and after the sale. There is no standard template for a customer journey map as it should reflect the uniqueness of your business.

However, the map should always be developed from the customer’s point of view and thoroughly capture every interaction they have with your company. Depending on your business, you may need to create different maps for each customer persona as their needs and experiences may differ. It’s also extremely important to be unbiased and objective during this exercise. The best way to do that is to utilize customer survey results, like the NPS survey, as it ensures the customer’s perspective, not a skewed, internal perspective, is incorporated into your map.

When done properly, you will have an actionable plan that identifies where resources should be directed in order to grow your business by improving existing products and processes or discovering new markets and opportunities.