How do you know what your customers really want?
Sales, quality products and services, good customer service… Yes, sure.
But what happens when you think you’re offering your customers the moon (and more) but they still shop with your competitors?
The best way to figure out what you’re lacking is to step out of your business briefs and into the customer’s shoes to get into the customer mindset.
You’re going on a journey: The customer journey.
This subjects shows how important it is to go back to the aim of Marketing:
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter Drucker.
Two questions to answer first:
- Who is your customer?
- What is his journey – How does it starts and when does it end?
How to map the customer journey and to jump into the customer’s shoes?
The best way is to ask your customers!
- Focus groups,
- Face 2 face interviews,
- Online surveys
All this is good. The solution is usually a mix of those.
What is important is to ask your customers the right questions to better understand him or her.
The biggest mistake you want to avoid is to tranfer your own opinions/ideas/feelings on your customers rather than listening to them.
The map will be segmented into phases and each phase into steps.
You must identify the moment of truth – MOT – which is the critical moment.
If you miss this MOT, you will probably miss the sale!