When is a customer a customer?
Firstly, using the term customer can be confusing; it is easy to fall into the trap of thinking that customer experience is something that you provide after the purchase. However, true customer experience that will drive your business success will begin long before the purchase.
The customer experience strategy is about driving experience for any prospect, at any touchpoint that ensures that they become a customer and remain a customer. That means that you need to consider all of the touchpoints that any prospect may have with your business.
In fact, the modern consumer will probably have their first experiences of your business long before they contact you. At Auditdata we believe that the customer cycle looks like this:
- Awareness of your Business (ordinarily online)
- Engagement with your business (the first phone call, the welcome when they arrive)
- Testing and recommendations (your consultation and how you deal with them)
- Fitting period
- Follow up
If we consider each of those steps separately and understand the customer psychology and needs at each level, we can focus on delivering elements that will drive them along the process.