3 key takeaways: Buyer’s journey research
Your internal processes projects externally on to your customers and future customers. It greatly affects your buyer’s journey. If you improve your internal workflow and communication, the buyer’s journey experience will improve as well.
Educate the customer, every chance you get. The implementation cycle has a different timeline for each customer; however the process and steps taken are similar for all customers. Showcasing this process on the website will not only be informative for the prospects; but also creates a sense of transparency and trust.
Carve out opportunities for cross-team sharing and learning. To help increase awareness and knowledge, teams really need to just hear about what each other are doing. This could be something simple like inviting teammates from the team who influences the next stage in the buyer’s journey to a weekly meeting. I have found that trying to orchestrate a larger sub-committee for example ends up being treated with a lower priority.
Keeping prospects engaged. Prospects are doing multiple things when narrowing down on a vendor. By providing them with resources along their sales journey; we can ensure that prospects are engaged with the brand.
“This journey mapping exercise enabled SpringCM to take a walk in our customer’s shoes. It provided us with deep insights into what the customer’s intent was as they interacted with us at each stage of the journey. The gap in the experience we thought we were providing and the customer’s perception was illuminating and triggered initiatives to align expectations and reality.” - Jeff Piper, Chief Customer Officer, SpringCM