The Customer Value Journey Explained.
If marketing is the actions taken to create or further a customer relationship, the Customer Value Journey is “how” that is done. While there are many visuals and expressions as to what this looks like, ours is a simpler version, derived from elements of digital marketer with elements of several other influencers factored in over the years. The Customer Value Journey helps remind us that new customers or great relationships don’t just drop out of the sky or happen. When there is a definitive and repeatable path, we can guide prospects (and customers) to help them and help our business.
The thinking behind the model is that you can’t really get anywhere in a customer relationship until that future customer knows you exist. And that’s not enough. The customer has to be given some opportunities to engage with your brand and have some initial experience to begin to formulate an impression.
From there, if there is interest and you have done a good job so far with making your brand engaging, they will convert, through either an inquiry, a demo, a download, sign up, email or phone call. When it comes time to take the first step together, that initial purchase – it can be small at first – must excite them. And to excite means delivering some transformative value.
Then – and only then – will they be open to taking the next steps toward a core offer, and being open-minded to other products and services (upsells) that you may have to offer.
If you and your team manage to consistently give that customer a transformative brand experience, eventually they become an advocate and are willing to spread the good word about you. That’s when referrals begin to happen regularly. The better you work the different phases of the journey, the more customers you acquire, the more advocates you assemble and the more your company grows.
EXAMPLE: BIHLERMED
Together, healthier happens.
BihlerMED, a provider of innovative surgical lighting solutions, debuted in a space with entrenched and larger competition. To differentiate, we highlighted the brand’s collaborative willingness to work with medical practitioners to enhance existing solutions and develop new ones all in the name of patient well-being.
The message: Together, healthier happens” resonated. Visibility in industry trade journals and industry conferences was key to successfully introducing the new brand. The marketing effort included conference marketing and participation, trade advertising and press coverage, as well as easy-to-follow sales and information tools that made ordering BihlerMED products simple.
The media and industry welcomed BihlerMED as a breath of fresh air, “The new kid on the block,” garnering substantial press coverage and attention. Year-over-year, sales have grown steadily.
Are you ready to grow? Simply give us a call at 908-534-9044 or get in touch with us here.
