Elevate Your Business by Mapping Out the Customer Journey
In the latest episode of the Hammer & Grind Podcast, the host dives deep into the importance of mapping out your customer journey. This episode is a must-listen for any business owner, especially those in the construction industry, who want to improve their customer experience and, ultimately, their bottom line.
One of the key insights from the episode is the disconnect between how we buy and how we sell. As buyers, we have certain expectations during the purchasing process. However, when we switch roles and become sellers, we often neglect these expectations. This disconnect can lead to a poor customer experience, which can harm your business.
The Importance of Customer Experience
The host emphasizes that customer experience is more important than the quality of the product. While the quality of your work is crucial, it won't matter if the customer experience is terrible. A poor experience can overshadow even the best craftsmanship. The host uses the analogy of a restaurant where the food is excellent, but the service is terrible. No matter how good the food is, a bad service experience will leave a lasting negative impression.
Mapping Out the Customer Journey
To bridge the gap between buying and selling, you need to map out your customer journey from start to finish. This includes every touchpoint from the first contact to the completion of the job and beyond. By doing so, you can set clear expectations and provide a seamless experience for your customers.
Action Steps
Create a Detailed Customer Journey Map
Document every step of the customer journey, from the initial contact to the final follow-up. Include all touch points such as website visits, phone calls, emails, and on-site consultations.
Example: When a customer fills out a form on your website, direct them to a landing page with a video explaining the next steps. This sets clear expectations and positions you as a professional.
Enhance Communication
After every significant interaction, follow up with a summary email. This reinforces what was discussed and shows that you are attentive and professional.
Example: After a discovery call, send an email summarizing the key points discussed, including ballpark pricing and project timelines.
Leverage Content to Educate and Inform
Create content that educates your customers about what to expect at each stage of the journey. This can be in the form of blog posts, videos, or PDFs.
Example: Produce a video or blog post titled "What to Expect on the First Day of Your Remodel" and share it with your customers a week before the project starts.
The Power of First Impressions
Your outward-facing communications, such as your website, social media posts, and even your voicemail, should be crafted to benefit your customers. Avoid messages that make you seem too busy or unapproachable. Instead, focus on how you can provide faster and better service.
Example of a Good Voicemail Message
"Thanks for calling. We're probably working on someone's house right now. For faster service, please visit our website and submit a request."
Improving your customer journey is not just about making your customers happy; it's about setting yourself apart from the competition. By focusing on customer experience, you can charge more for your services and build a loyal customer base that will refer you to others.
Audit your current customer journey and look for areas where you can improve. Ask for feedback from recent customers and make adjustments based on their input. By continuously refining your customer journey, you'll create a business that not only meets but exceeds customer expectations.
Resources
Grab Brad's tell-all book: The Contractor Profit Blueprint
