In order to have customers buy products it is important to grasp the path the customers follow and communicate appropriately

As the ideal of the selling side, the way to people to buy products is what they want to be "straightforward to look at products, buy, use." However, customers in real life tend to stall on the way, explore and discuss themselves. Sellers have to approach customers properly at all these times and convince customers that they should choose their products.

By mapping the paths that customers are following, "how customers are interested in and involved in their brands" and "how their products and services are related to their lives and schedules, Purpose, fitting to your wishes ". Marketing consultant Stuart Hogg reveals five steps to successfully project the path and improve customer communication.

Customer journey mapping: the path to loyal customers - Think with Google
https://www.thinkwithgoogle.com/marketing-resources/experience-design/customer-journey-mapping/

1. Adjust customer's purpose and company's goal


Even if our company's goal is "sell a lot of sunglasses using newly developed high-margin lenses," the goal of visiting customers is to "buy sunglasses suited to their own", so that their goal There are cases where customer's purpose is different. As a result, after setting our business goals, we need to think about "marketing and communication strategies that can help customers achieve the objectives while approaching the goal".

2. Identify points to communicate with customers


We will examine when our company communicates with customers, and try grouping them separately before purchasing, purchasing, and after purchasing. And we will identify opportunities for communication that may have been overlooked. For example, as a major point of purchase, there is "When a customer actually tried to purchase a product in the cart", and communication such as making proposals related to the contents of the cart can be considered.

3. Recognize points that customers feel pain and joy


In each stage before purchase, at purchase, after purchase, we examine how customers feel when customers try to fulfill their purpose. For example, while it seems that customers are happy if the website is easy to read, it will be irritated if it is hard to understand how to purchase the product.

As another example, let's consider a case that "online advertisement of products is good and the customer liked the advertisement and visited the shopping site". Although I liked the expression of the advertisement with great pleasure, I may have introduced the product in a different form on the site actually selling. By aligning the words and sales points used by the designer and copywriter of the sales site, we will not let customers feel negative feelings.

4. Try to become a customer


You can gain important insights by actually experiencing the flow to purchase by becoming a customer. Go to the site and see what kind of communication you had during purchase. Also, do not forget about your competitors. By becoming a customer, you can experience "the flow to purchase" that the competitors made.

5. Visualize the path the customer follows


Write down the flow of customer's purchase and the points of communication with customers. You do not need to be sophisticated and big, so write down points on small stickies or small paper and paste them on the wall in turn. By doing this you will be able to grasp the whole path the customer follows and will be able to better consider the idea for changing or adding communications with customers.

As time goes on, customer preferences change, new technology becomes available, and the brand itself may evolve, so at least once a year visualize as above and communicate well It is important to evaluate whether it is functioning.