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One small step at a time.

Why marketing and the customer experience need to work in sync

Posted in , on Nov 27, 2018

A friend of mine was complaining about her gym. A big, plush, well known gym with everything you would want, from equipment to sauna, pool to physio, classes to healthy snack bar. 

Their marketing tactics to draw my friend in, were faultless.

  1. Timely offer in spring when people were thinking about their summer holidays.

  2. Warm greeting by a super friendly receptionist when she called to enquire.

  3. Detailed show round by a very knowledgeable sales person.

  4. First day induction programme with a very experienced gym instructor.

My friend was happy with her decision and her customer experience so far, was good.

As the weeks went on, my friend noticed one thing that was missing.  

The very experienced gym instructor and his colleagues were nowhere to be seen when she needed them most. When she was in the gym and forgot how to programme the rowing machine. When she needed a bit of advice to know if she was lifting a weight right. 

The gym was full with members but the team weren't on hand to give support. This is where she needed their time as a valued customer. To enhance the relationship and add value to the whole gym experience. 

My friend was disappointed and her customer experience went down. In fact she was discussing it amongst a group of friends who knew of similar stories. This is how word gets around.

It made me think, no matter how much you spend on marketing, unless you map out the entire customer journey and make ALL of it impressive, then people complaining will result in your marketing spend being a big waste of money (and effort).

To doo:

First of all, let's look at your customer journey and where to start, to map out your customers' experience. 

  1. Grab some printing paper and a pen.
  2. Write headings on each one 'Enquiry' 'Conversion' and 'Loyalty'
  3. From a social media post or website call to action, think about how customers find you and what steps are in place to draw them in. 
  4. Under each heading write down these steps, what your customers do from sales to becoming a customer. 
  5. You are covering their first phone call, the emails you send, meetings, proposal, sign up, follow ups.
  6. You are also covering being a customer and should include the process for when they’re not happy. What do you do about it?

Are there any gaps? Where can you add value so every touchpoint is equally as impressive? You want to aim for tactics to move them along the sales process. You should put in place tactics so customers remain and have no reason to complain about you.

Good luck and if you need clarity on what customer journey mapping is, then get in touch on 0113 869 0107.