Sample customer journey

A sample customer journey

Great sales and marketing execution starts with strategy, defining the ideal customer journey from prospect through to delighted customer advocate, and then mapping your own selling organisation’s processes to that journey.

You can think about optimising your organisation for the ideal customer journey as a function of 3 things. It’s about people, process and ‘tech’. It all starts with your people at the centre, as they are the living, breathing caretakers of your culture and brand. If you have great people, they will acquire and take care of great customers.

Your target customers have a staged process they will want to follow to evaluate, invest in and hopefully review your offerings. You need to understand this, define it, and get some friendly customers to validate it for you. You need to design your own process stages around this 360-degree customer view. Finally, you need your marketing, sales and management techniques to deliver on this process, all of which you embed in your CRM technology, which becomes your online manual, reporting mechanism and data record for the various customer journeys happening all the time.

I find this diagram useful because it puts people at the middle of the picture and gets organisations thinking about the resources, activities and skills they need in place to manage the lifecycle of their target customers.

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