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Defining the Journey for Your Customer

Beneath the Cover, journey for your customer, plot of your businessWe want our clients to tell us their stories. We want them to make sense of their lives, at least as it relates to their business. With a narrative, you can arrange things and get a sense of what your forward momentum might be – the plot of your business.

This is, in a way, what writers of fiction do, or tellers of tales. We want to create a version of Joseph Campbell’s “hero’s journey,” but make it into a “buyer’s journey” that will show you what you offer to your customer. This helps you know what it is you’re selling (again, even if you have a good idea of what your business really is, you need to work on defining that in a quantifiable way).

Here are the steps we take:

The Hero – This is the protagonist of your buyer’s journey (your customer).

Catalyst – This is the point where the customer first identifies your company/product/service.

First Measurable Step – This is the point where your customer first enters the measurable portion of the journey.

Measurable Steps – Any step that can be measured. Measurable steps give insight as to where customers are in their journeys – usually through analytics. Measurable steps can be optimized.

Road Sign – These are the points in the customers’ paths give information critical to completing the journey.

Detour – Detours are built as solutions to forks in the road. They meet the customer along the “wrong turns/paths” and guide them back to the proper path to continue the journey.

Fork in the Road – These are decision points in the customer’s path. Never force a customer down a path. Create “scenic routes” for the customer to get answers and satisfy curiosity along the journey.

Destination – These are decision points in the customer’s path. Never force a customer down a path. Create “scenic routes” for the customer to get answers and satisfy curiosity along the journey.

In our next post, we’ll look at the steps to take for these components.

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