Turning Customer Interest into Commitment
By taking a customer journey approach, businesses can unlock the keys to a satisfying customer experience. Ensure that your funnel is designed to make their journey simple, intuitive, and rewarding. Following are six keys to turn consumer interest into commitment:
Design the Journey
Understand consumers’ needs and develop each interaction along the way:
- • Map out the customer journey from initial discovery to post-purchase engagement.
- • Identify any challenges along the way and smooth them out.
Make a Strong First Impression and Clarify Customer Options
Studies indicate that clever advertising with wit, humor, and intelligence can make your campaign stand out:
- • Ensure every touchpoint – website, social media, in-person interactions, etc. — creates a cohesive and welcoming experience that reflects your values.
- • Be explicit about products/services and create an easy way for prospects to assess which option may be best for them.
Remove Barriers to Entry
Make it as easy as possible for people to take the next step in their journey:
- • Create a simple path that encourages actions.
- • Limit unnecessary steps to jump through.
Empower Your Team
Ensure your team has the training and decision-making authority they need:
- • Give them clear guidelines and the power to be flexible and responsive.
- • Allow your team to make decisions autonomously, so they can implement changes quickly.
Test Your Response System
Do a test run – knock on the door of your own business:
- • Assess your experience and determine if more tools are needed.
- • Incorporate qualitative research – client feedback, usability studies, etc. – to help prioritize which initiatives to focus on.
Embrace Iteration and Be Ready to Adapt
Creating a seamless customer experience requires repetition:
- • Test hypotheses, gather feedback and refine your approach as necessary.
- • Consistent fine-tuning can ultimately lead to a more customer-centric experience.
Make customers feel valued from the first moment they enter your ecosystem, to inspire trust, loyalty, and a sense of belonging that turns first-time visitors into lifelong advocates.
Source: Inc.com, reported by Moshe Engelberg; Forbes, reported by Max Soloshchanskiy
