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How to Use 6 Moments of Truth to Create a Strong Bond Between Customers and Your Brand

customers and branding

In the 1980s, Jan Carlzon, President of Scandinavian Airlines, introduced the concept of the “moments of truth� to his organization. In Carlzon’s words, “The Moments of Truth are the various points at which people connect with the brand.� Here is how to use six moments of truth to create a strong bond between your customers and your brand.

Moments of Truth

Carlzon believed that if you create a positive outcome at each Moment of Truth — then your business will be successful. That theory proved accurate when Scandinavian Airlines became one of the most admired industry brands, despite tough competition.

Since then, the Moments of Truth concept gained momentum as it rolled through sales, traditional marketing, and growth marketing that focuses on user acquisition and retaining customers, and turning them into passionate advocates.

Each brand uses it to build an emotional connection with customers at each moment.

Initially, only Carlzon used the concept of Moments of Truth. As the theory progressed, more brands, like Procter & Gamble, Google, and others, joined the movement, unveiling the exact Moments of Truth necessary to reach their users’ hearts.

Today, you will find countless micro-moments involved in the theory. In this post, I will discuss six significant moments at each step of the entire customer journey.

Without further ado, let’s explore what those moments are and how they will help you build a long-lasting relationship with customers.

6 Moments of Truth to Build a Strong Bond with Customers

1. Less than Zero Moments of Truth (<ZMOT): “I don’t know.�

People get on Google and research products or services before buying them. But a “before-Google� moment exists when something happens in the customers’ lives that lead them to go online and find out the answers or solutions.

This is the “Less than Zero Moment of Truth� (or “<ZMOT�). A brand must plant the idea of why potential customers need their product or service before they jump onto Google for more information. Call this the “awareness stage� when customers have a problem but are not aware of it yet.

To create awareness during Less than Zero Moments of Truth, you will require:

  • Data on who your targeted audience is
  • Data on which channels they hang out in the most
  • Content with search intent that fits well at the awareness stage, as well as fits the channel itself

For example, Femibion is a German pregnancy healthcare brand owned by Merck Consumer Health. Merck wanted to raise brand awareness by offering a free baby-planning book called Femibion BabyPlanung.

To sell the planning book would be challenging because mothers weren’t even aware that they needed a baby-planning book to demystify practical issues during pregnancy.

Merck took this challenge and worked with Facebook on a multistage campaign, targeting female audiences in Germany.

The campaign debuted with a cheeky series of carousel ads, presenting blissfully happy pictures of “baby-making places,� or particular spots where women might conceive a child.

The later ads possessed a more standard format, featuring the book’s image, accompanied by a call to action.

By the time the brand ended the promotion, the ads had a 35% increase in conversion rate. As a bonus, the company successfully generated 10K leads while decreasing their sample distribution cost by 2X.

Because Less than Zero Moments of Truth is just an awareness stage, you can’t guarantee leads. Generally, when users become aware of a problem or solution, their next step is to Google-it — which brings us to our next Moment of Truth.

2. Zero Moments of Truth (ZMOT): “This is the problem. I need a solution.�

Here comes your favorite moment: When potential customers jump onto Google to find the solution or answer to their problem or question. They may find themselves fascinated by your product or service while on their journey.

The moment takes place before the consumer has decided to buy. At this moment, consumers also look for websites, reviews, and other confirming data before they make up their minds.

Google, itself came up with the Zero Moment of Truth (ZMOT) in 2011.

ZMOT is a collection of multiple moments, also known as a “micro-moment,� wherein consumers go through multiple mini-moments before buying the product.

How does a Micro-Moment Play Out?

Picture this: A traveler is seeking a new place to explore. He runs into an ad for a Smoky Mountain resort on social media. He searches Google to see how the place looks and read some Google reviews; then, he asks friends and checks out YouTube to find worthy places around the resort.

In this case, the potential customer goes through multiple micro-moments before making fully informed decisions using all available sources.

The key here is to optimize each micro-moment that takes place along the journey, starting from when consumers go online to when they select the product or service, read reviews, compare information, and so on.

There are three steps to optimize each Zero Moment of Truth:

  • Find your zero moments: Imagine a customer’s journey, starting from going to Google with potential searches to consuming everything that comes along the way. Note every moment that takes place. Figure out ways to integrate your brand. For example, you can collect Google reviews from past customers to convince future customers.
  • Answer the questions that customers ask: Work on discovering all the questions those potential customers may ask and answer them in every possible way. For example, answer the question, “What are the best places to visit around the Eiffel Tower?â€� in an article or video format.
  • Adopt four parts of communication: There are four ways to communicate with your potential customers at the Zero Moment of Truth stage via content:
    1. Paid advertisements: Google ads or social media ads
    2. Owned content: Creating your own content to promote your brand
    3. Earned content: Winning online product reviews and social media buzz
    4. Shared content: Natural brand mentions, like people sharing your stories by word of mouth

Once consumers register your brand in their mind after repeated mentions in various micro-moments, they become ready to click “buy�—but first, they need a little nudge.

3. First Moment of Truth (FMOT): “I want to buy it but…�

Now comes the most sensitive moment.

First coined by Procter & Gamble, the “First Moments of Truth� (or “FMOT�) are the 3-7 seconds after the shopper has become convinced by the brand’s product or service. This is when brands have the best chance to convert searchers into buyers by bewitching their senses, values, and emotions.

Generally, these moments involve the customer reading a description or hearing a pitch to understand better how the product serves their needs.

Consider this: Dao Labs is a Traditional Chinese Medicine (TCM) creator brand for a Westernized audience. They wanted to make their medicine feel approachable, credible, and necessary for a balanced lifestyle.

The problem was when visitors arrived at their product page; they didn’t feel familiar with TCM. So, the brand started telling large stories wrapped in history, usage, and benefits clearly.

As a result, they built a product page that appealed to human emotions, values, and everyday health issues.

A good presentation with a little list of how your product will fulfill the user’s needs is all you will need to turn visitors into buyers. On top of that, allowing users to zoom in and showing multiple angles will increase their likelihood of clicking the “buy� button.

Once they click “buy� and finish the payment, this is where retailers typically drop the ball.

Your real journey to create strong bonds begins when customers purchase your product and reach the moment of the gap.

4. Actual Moment of Truth (AMOT): “When will my product arrive?�

Once consumers buy a product, brands lose control over the process (except for keeping customers informed). More importantly, no one looks after the emotions that customers go through when purchasing the product and when they receive it.

The time period can be as short as immediate product delivery, like an online subscription, or a few days’ deliveries for a physical product.

Amit Sharma, Founder and CEO of Narvar, call this gap the “Actual Moment of Truth� (or “AMOT�). This is where you have an opportunity to do more than send a shipping confirmation email. The actual moment of truth is where you have an opportunity to tell the customer that they made the best decision by choosing you over others.

Let’s take an example of cold cream to understand how to keep users entertained during the AMOT.

Let’s say a customer buys cold cream online from a brand. Along with the shipment details, the brand can offer suggestions on when to use the cream and how many times it should be applied. Maybe the brand can go even further by sharing tips on protecting their skin against chilly weather.

Regardless of your business, there are always Actual Moments of Truth that occur while the customer waits for the product to arrive. Find them and use them as an opportunity to deliver a more positive experience.

After customers receive your product and are enjoying the tips you have sent them during the AMOT, they will move towards a resulting experience. It is at this point when your product is expected to support your pre-purchase promises.

5. Second Moment of Truth (SMOT): “Let’s Use the product.�

When customers receive the product and start using it, it has a major impact on their satisfaction level. Hands-on product experience directly affects the reputation of a brand, as well as its audience reach. This is when customers subconsciously start thinking about whether they would like to continue a relationship with the brand or not.

Procter & Gamble coined this moment as the “Second Moment of Truth� (or “SMOT�), which is when customers start using the product.

Many marketers’ challenge is to ensure an excellent experience when everything depends on the product’s usage.

Why do you need content marketing?

  1. To provide targeted information to help customers use their products.
  2. To offer toll-free numbers to solve their issues instantly, for free.
  3. To help them return or fix the product as soon as possible.
  4. To send them how-to videos and user guides.
  5. To be accessible instantly to answer their questions.

By doing so, brands will potentially convert a one-time buyer into a fan. Even if your product fails to meet their expectations, you can always promise to live up to the next time.

When customers finish experiencing your product from the inside-out, they will mark the occasion by sharing their experience with friends, family, and online communities.

6. Ultimate Moment of Truth (UMOT): “Hey, I bought this product, and it’s…�

The instant customers get familiar with your product; they will run to their friends and online networks to share their experience with others. The intention behind this is their need for self-expression and their desire to notify others.

Procter & Gamble termed this as the“Ultimate Moment of Truth� (or “UMOT�). This is why customers provide feedback on products in multiple formats, like sharing with friends or colleagues, posting Google reviews and Facebook reviews, uploading YouTube videos, etc.

Shared experiences are like a snowball. Once it starts rolling down a long, snowy hill, it collects more snow on the way and turns into a big ball that can make or break your brand. The more people share experiences with others, the more people become aware of your brand. This can be a good or bad thing, depending on the feedback that is shared.

These reviews will become discoverable and influential enough on search networks to beat all your SEO and branding strategies.

Sure, you don’t have control over how customers will experience your product and share their opinions about it online. But you can respond to them better and align their experience with their expectations.

The question is: How?

Let’s take a look at these foolproof steps to optimize the Ultimate Moment of Truth.

Step 1: Collects insights on customer experience.

Collect customer feedback from all places possible. You can use tools that offer brand mention services to inquire about places where people share their brand experiences. Keep track of customer call feedback and complaints to obtain a deeper understanding of the customer experience.

Step 2: Get a team involved

Decentralize your feedback efforts by allocating team members to take care of positive or negative feedback. This can include apologizing for defects and promising to exchange or refund the product, or thank you for an impressive review.

Step 3: Keep tabs on opportunities

Finally, instruct your team to stay focused on opportunities to take advantage of the ultimate Moments of Truth. No matter whether customers are too angry or unimpressed with your products to keep the relationship going, you can grab these opportunities to send offers that will make up for their disappointment or help them develop a good impression of your brand.

These optimized Ultimate Moments of Truth will complement the entire customer journey. Each shared experience, along with the brand’s response to them, will turn into a Zero Moment of Truth for each potential customer. In other words, the Ultimate Moment of Truth can be the Zero Moment of Truth for other customers who come online with lots of questions in mind.

And the cycle keeps going.

What you will realize is that moments of truth aren’t just moments. They are an experienced, fueled continuum.

Keep the flow going and come back to share your experience.

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Customer Relationships: The Benefits of Using CRM Software for Startups

CRM

Are you in the process of bootstrapping a startup? Or, are you perhaps down the business growth and development road heading towards a mature SME? Are you using CRM software to manage your customers? What is Customer Relationship Management software? Here is: customer relationships — the benefits of using CRM software for startups.

At the outset of the article, it’s essential to note that the world as we know it will never be the same again. Hence, if customer relationships were meaningful before 2020, they are now critical.

“There is only one boss. The customer – and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.â€� – Sam Walton

By way of answering the “why� asked above, let’s take a brief look at the current global economic, health, and social circumstances.

The world as we know it: Setting the scene

News of the novel coronavirus, COVID-19, broke towards the end of 2019 when China alerted the World Health Organization to the fact that it was dealing with a rapidly spreading viral infection on the unknown origin.

China first reported it as a “cluster of cases of pneumonia.â€� But, soon determined that it was caused by a new coronavirus. And, because of the fact that the world is a global village — the virus has spread around the world and continues to spread like wildfire.

The World Health Organization has stated, in conjunction with experienced medical personal and researchers, based on China’s experience that one of the only ways to prevent the virus’s person-to-person transmission is social isolation or social distancing.

Therefore, more than 50% of the world’s population is under some form of a lockdown or stay at home order.

We likely cannot imagine the far reaches of what COVID is doing to the global economy.

The world has moved into a recession that is predicted to be worse than the 1929 Great Recession. The World Economic Forum expects over 4 million people in the USA to file for unemployment benefits by the time this is over.

All non-essential businesses have been closed in most countries across the globe, and people have either been sent home or furloughed. And, all companies that have been able to pivot the processes and operations online have done so. Even with the reopening — slow in some places — and not slow enough in others — we are in trouble.

It is remarkable at this time in history that so many employees in companies — who have been sent home — are fortunate enough to be able to work remotely and at least keep business operations running.

Kimberly Amadeo noted in her article titled, “How does the 2020 stock market crash compare with others,� that the US 2020 stock market crash began on 9 March 2020, where the Dow Jones Industrial Average (DJIA) lost the most point in living history.

And, then it dropped again on 12 March 2020 and 16 March 2020, leaving it at an all-time low of 20.3% less than its 12 February 2020 high. Here we are in July — up and down.

Stock Market

The reason for these drops in the stock market is that there was, and continues to be, global panic about the rampant spread of the coronavirus and its devastating effects on the world’s population.

To date, there have been 11.5 million active infections — with more than 535,759 deaths. The infection and mortality rate is more deadly than the annual seasonal influenza that kills circa 0.01% of the global population annually.

The Stress

The emotional stress on the global population is being documented. The journal article published in the Brain, Behavior, and Immunity journal, titled “The emotional impact of COVID-19: From medical staff to common people,� notes the following:

“Infectious disease outbreaks such as COVID-19, as well as other public health events, can cause emotional distress and anxiety.�

The author, Nicola Montemurro, goes on to state that these feelings of distress and anxiety can occur in people who are not high-risk.

She also highlights the fact that “previous research has revealed a profound and wide spectrum of psychological impact that outbreaks can inflict on people.�

And, new “psychiatric symptoms in people without mental illness can occur or aggravate the condition of those with pre-existing mental illness.�

Thus, while the details of how to take care of yourself in these stressful and anxious times are not relevant to this discussion, it is essential to implement self-care measures to ensure that you survive these challenging global conditions.

The Fourth Industrial Revolution: Looking towards the future

The question that begs is, what does the Fourth Industrial Revolution (4IR or Industry 4.0) have to do with COVID-19 and surviving the economic, physical, and mental impact of the world we currently live?

This question is valid and deserves a considered answer.

Klaus Schwab, the founder, and chief executive officer of the World Economic Forum coined the phrase “The Fourth Industrial Revolution� in 2016. And, he had the following to say:

“We stand on the brink of a technological revolution that will fundamentally alter the way we live, work, and relate to one another.�

Some of these technologies impacted by 4IR include Artificial Intelligence and machine learning, the Internet of Things (IoT), WIFI and networking, robotics, and autonomous vehicles.

Four years later, these technologies have indeed happened. However, the reason for the impact of this revolution is not technology-driven, but think — all this tech has offered a solution to people in lockdown.

We can communicate with family members and friends, seek medical help via apps like Zoom and Skype, and work remotely because of the high tech that allows us to link to work colleagues and clients across the globe.

Managing customer relationships

The good news is that within every crisis there is an opportunity. Albert Einstein acknowledged this with the following statement:

“In the midst of every crisis, lies great opportunity.�

While acknowledging the stresses of the current global pandemic, it’s equally important to find opportunities in the midst of the crisis.

Let’s take this statement to heart and consider a simple case study that describes how to use CRM software (appvizer dot com, client relationship), to bootstrap and grow your startup into a robust business.

You want a business that has the ability to weather current financial storms and come out on the other side as a healthy, thriving company.

What is CRM software?

In order to utilize the full functionality of a CRM application, let us consider a succinct definition:

Wikipedia.com defines Customer Relationship Management (CRM) as an “approach to managing a company’s interaction with current and potential customers.â€�

A CRM is an end-to-end customer management methodology that combines the analysis of the company’s customer sales history to forecast trends and improve customer relationships.

Its fundamental aim is to help the company retain customers and drive sales growth. For, as the quotation by Sam Walton highlighted above states, the customer is boss. And, without customers, the business cannot exist.

CRM Management: A case study

Now that we have an understanding of the primary function of customer management and the core role it plays in running a successful business, let’s consider our case study:

Let’s assume for a moment — you own an online content marketing business known as Firecrab Words. Although you are an experienced content writer and have worked as a freelancer for several years now, you’ve decided that now is the right time to register a company.

You are now going to position your brand to take advantage of the increase in the potential for digital marketing opportunities when the global economy reboots itself.

Let’s also suppose you have completed all the business development documentation. You’ve included the necessary financial and business process models. You have cobbled together a website. You know your website is not great — but it is functional. It will do for now.

The only thing left to do, apart from marketing, is to find a system to manage your clients. You have existing clients that you need to move onto the CRM application.

And, you need to analyze historical data to forecast trends and patterns to determine how to improve your customer management model.

Choosing a CRM

There are a number of different CRM software applications available for you to choose from with different features and benefits. Therefore, the first step is to decide what features you need to successfully manage your customers and potential customers to leverage long-term, consistent sales growth.

Also, because it’s highly likely that you will have to pay a monthly or annual subscription fee, it’s doubly important to ensure that you choose the right fit for your startup.

Once you have decided which features you need, the next step is to consult an online CRM review site like Appvizer that states the benefits of each software application, and it provides a comparison between the apps whose benefits are listed.

As an aside, I used Appvizer to choose a CRM application for my eCommerce business that sells handmade items like bed quilts, clothing made from West African fabric, as well as leather bags and wallets.

However — it’s worth looking at a review site to determine which CRM application is the best for your own business requirements. Be sure to ask around a little — don’t go with the first one. Get some recommendations from someone who has used the service.

CRM: The benefits described as statistics

One of the best ways to describe the benefits of an application is to look at the numbers. Thus, let’s consider the following statistics (financesonline dot com – crm stats analysis of trends).

  •  The CRM market currently has a value of $120 billion (USD).
  • Its annual growth is forecast at 12% per year reaching 82% billion in 2025.
  •  A CRM system that is implemented correctly can yield a Return on Investment (ROI) of circa 45% on every dollar invested.
  • 48% of sales teams rely heavily on their CRM software to manage their clients and improve business operations.
  •  The CRM business model or customer relationship management is considered the most important aspect of a company next to lead generation and engagement.

These are just a few of the numerous CRM-related statistics available for consumption. However, they describe the value of implementing a CRM system to manage your clients and grow your business.

Customer relationship management as it applies to the case study

By way of explaining the essential CRM functionality, let’s consider each function within the case study stated above.

Contact management

One of the stated aims in the case study described above is to formalize your content marketing business processes, including the onboarding of existing clients. Therefore, contact management is a vital part of a successful CRM system.

What is contact management?

Concisely stated, contact management is essentially the addition or recording of customer contact details into the CRM system. Secondly, this aspect of the CRM tracks the interactions between the customer and the business, including emails sent, phone calls made, and purchases made by the customer.

Apart from keeping track of client-business interactions, this module has the capacity to generate statistical data that allows the business to improve customer relations; thereby, increasing sales figures.

Therefore, when considered in relation to the Firecrab Words case study, you need to enter all of your current client data into the CRM system. If you have historical sales figures and a record of all customer interactions, it is probably a good idea to add them to the new system as well.

Otherwise, you can start tracking customer interactions from the time you have onboarded all your existing clients.

Sales team management

Contact management and sales team management are two sides of the same coin. Both need to be tracked and managed. Without a sales team — you will not have any customers and without customers, you won’t need to hire a sales team.

At this juncture, it is important to note that because Firecrab Words is a startup, you, as the business owner are also the sales team.

What are the sales team and customer opportunity management?

As stated above, the interactions between the sales team and the customers are measured. It also measures the opportunities that the sales team has to convert visitors to your business’s online presence into returning customers.

The process is also known as lead scoring, and it identifies the clients that are most likely to convert.

Final thoughts

The importance of maintaining positive customer relationships cannot be underestimated For, without customers, the business will not make money, and therefore, cannot exist.

Consequently, it is essential to ensure that you not only maintain good relationships with your clients, but you constantly work at improving them.

In this manner, your business will grow from a small startup to a robust, stable business, capable of weathering all storms.

Image Credit:  emre keshavarz; Pexals

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How Do You Create an Effective Journey Map for Your Customers?

journey map for customers

Customers have a lot in mind when they land on a website to purchase a product or service. Some expect to find the product they have in mind instantly, while others conduct thorough research before they purchase a product. Well, that’s not all. Some end up being fickle-minded and land with no product at all. Here is how to create an effective journey map for your customers.

Landing in the “no product at all” category makes it all the more crucial for marketers to study different customer-mindsets in-depth and learn how to create your customer’s persona.

That’s why experts recommend studying situations from the customer’s point of view; to anticipate what will be their next course of action. Only then can a marketer get answers to the following questions:

  • What is the root intent when one is looking for a solution to a problem?
  • Why did the customer choose your competitor over you?
  • How did they feel for the first time after using a product?

It will allow you to create a message that instantly captures attention, and finally work upon creating a customer journey map. But besides answering these questions, you need to follow the steps below to create a journey map successfully.

Understanding Your Customers

Do you come up with a lot of questions when trying to understand your customers?

“What encourages my customers to buy the product?�

“Why do they hesitate about purchasing our product?�

“What concerns do customers have when thinking of purchasing the product?�

Well, these questions arise when you do not understand your customer’s personality as their journey begins with your brand.

But to know this, to answer your “how to create a customer journey map� question, you need to understand them in the first place. And once you know them well, mapping the customer journey also becomes simpler.

In this section, we’ll help you to understand your customers in four easy-to-follow steps. So, let’s deep dive now!

Step #1: Gather Key Data

Did you know that 68% of customers prefer version A to version B?

But you’d only know this if you understand who your customers are.

So, to understand customers, you need to gather crucial data about them. For this, use channels like:

  • Landing page performance data.
  • Customer support tickets received via help desk software.
  • Incoming customer support chats.
  • CRM data such as customer’s name, email address, products or services purchased so far, and so on.
  • Search history of the knowledge base repository.
  • Customer behavior data via an analytics tool.
  • Current social media activities.

Such data allows your business to answer the questions mentioned above and, from there, help you customize and create a customer journey map.

Step #2: Speak With Colleagues

Another way to know your customers is to communicate with your co-workers who are in customer-facing roles every day. Communication with coworkers can include your support, sales, and marketing team insights on customer behavior during a product purchasing journey.

While sometimes it may seem to be a vague attempt, experience tends to help organizations understand customers better. Those who face customer requests every day would know:

  • Your target audience better.
  • How many stages should the customer journey be divided into?
  • How customers might end up behaving during support, sales, or marketing process?

Step #3: Send Out Surveys

Capture qualitative and quantitative data via surveys to get a holistic idea of a customer’s mindset. For this, send out customer satisfaction surveys and even Net Promoter Score (NPS surveys — like qualaroo dot com) to see where your brand stands.

Plus, you learn whether the existing customers are satisfied with your services or not.

Basically, the more data you collect, the more clarity you get on customers. And thus, it becomes easy to build an audience persona. In addition to this, you get to create a seamless customer journey mapping process.

Step #4: Develop a Target Audience Persona

With all the data in hand, time to develop a target audience persona. You can create personas like:

It’s no guesswork; you can build viable personas with the quantitative and qualitative data you gather. Once you create these personas, it becomes simpler to reach out to your target audience with effective marketing campaigns that end up increasing sales.

Understanding What Customers Go Through

You’ve understood how to identify customers and what affects them when interacting with your brand. It’s time that you understand their pain points at a deeper level.

91% of customers who are unhappy with a brand will leave without complaining — this is important to note.

As a customer-oriented organization like yours, you wouldn’t like to see this happening with your customers. That’s why you need to work upon the next customer journey stage to understand what your customers go through.

Doing so will allow you to create excellent customer journey mapping examples for upcoming teams at work hassle-free.

Step #5: Consideration Phase

As you complete the process of creating a target audience persona, you should dive deeper to learn what all things do your customers consider before making a purchase.

Make a list out their concerns, such as:

These help you create counter solutions that help you answer – what is customer journey mapping and how to simplify it further.

Step #6: Purchase Phase

As you map out this phase, you see the steps your customers take to complete the product purchasing process. Here your organization can identify the problem areas and provide solutions to improve sales.

Questions you should look into can be inclusive of:

  • When did the customer lose interest in the product?
  • Should we cut-short the check out process?
  • Should we add a live chat to create upsell opportunities?
  • Should we trigger help when we see an exit-intent?

Step #7: Retention Phase

Finally, track your retention strategies and monitor how many customers you successfully retain with their help. You’d learn about things that put your customers off and why they deviate from the purchasing process. This would allow your team to further upgrade existing strategies and actually retain customers.

Track what strategies worked out fine and which ones ended up losing more customers, only to refine the existing marketing and retention strategies.

In the End

It is important not just to understand the customers but also to carve their journeys with your brand. However, learning about their thought process is crucial for your business. That’s why you need to follow the aforementioned steps to:

  • Understand your customers using:
    • Different mediums to capture crucial data on customers
    • Information collected through colleagues
    • Surveys like customer satisfaction or NPS
    • Target audience persona
  • Understand customer thought process:
    • When they consider reasons for investing in your product or service
    • When they find compelling reasons to purchase your product
    • When they find your efforts impressive and helps your brand to retain customers effectively

Once understood, it becomes easier to come up with strategies that shape their journey with your brand. We hope these easy to follow steps help you create a customer journey map hassle-free.

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