Is Your Customer Experience Funnel Leaking?
In the last blog, Getting Started Down the Digital Sales Funnel, we learned how the first half of the sales funnel is all about lead generation, lead nurturing and finally the purchase. Hopefully, we also understand that whatever the reason…
Do not push the leads to purchase, first educate.
We also learned about how marketers must be present throughout the entire online buying process. They need to nurture their consumers during the search phase, their evaluation and of course, their purchase. Basically, smart marketers need to manage every step throughout the customer journey.
The question is, how can you be present or know completely about the customer journey?
The answer is through tracking tools. At Convirza, we know that tracking just the online journey is not enough. (Finding ROI On Your Digital Marketing Efforts) Call tracking tools that can track the offline journey as well is crucial if you want a complete picture. (Measure ROI with Call Tracking)
Let’s discuss the bottom half of the sales funnel…Activation, Loyalty, and Advocacy. This portion can also be called the Customer Experience Funnel. We have Jeff Bezos’ quotes to back us up!
After a customer has made a purchase, the next step is to make them a repeat customer. This means improving retention and nurturing customers to make additional and bigger purchases. In other words, it simply means remembering your customers.
You can do this through a simple act like sending birthday wishes or by informing them about exclusive offers. Other ideas are offering loyalty discounts, personalizing their products, and customizing a few features just for them. Bottom line- make them feel special. Create goodwill, because
‘Goodwill is the only asset that competition cannot undersell or destroy.’
Loyalty typically means a strong feeling of support and allegiance. If the activation stage goes well, customers develop a preference for a specific brand. They begin to identify with it and enter the loyalty stage of the customer experience funnel.
This is where engagement is key. Marketers can help nurture the personal connection to a brand through community development, engagement, and outreach. Easier said than done, isn’t it? But if it’s easy, it’s not worth it.
We would like to quote Jeff Bezos, the founder of Amazon:
‘A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.’
Once a customer is loyal to a brand, they are more likely to provide business referrals and recommend brand products. The majority of revenue for a business then starts coming from either referrals or up-selling your existing clients as they grow their business with you.
To know more about different ways to drive loyalty, click here.
Customers converting into advocates of your brand is the ultimate growth indicator marketers crave. Companies promote themselves many ways including posting about products on social media. But the best way is through genuine reviews.
This stage pushes the leads to either the first stage of the funnel (awareness) or directly to the evaluation stage. Here are the stats to reinforce the value of SEO and products messaging:
60% of consumers begin by using a search engine to find the products they want, and 61% will read product reviews before making any purchase. (Source: Adweek)
Having an external recommendation not connected to a brand can strongly influence prospects. Marketers can work to develop their communities to better support advocates. Ask them to participate in case studies, or engage them around consumer-generated content on social media. This is the ‘digital word of mouth’.
‘If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.’
The ultimate goals are to:
All the stages are interlinked with each other.
And now let’s talk about tracking the complete customer journey.
As we already discussed in What Is the Classic Sales Funnel, the majority of revenue for a business should actually be coming from either referrals or up-selling your existing clients. This can be challenging sometimes because we fail to identify customer behaviors and behavioral patterns.
The easiest way to learn about your customers’ choices or in a broad sense, their complete customer journey, is to utilize a call tracking platform that tracks not just the online journey but also the offline journey.
Call tracking benefits your business to get more phone calls by pinpointing the most effective marketing and sales efforts. It also leverages sales. Call tracking is crucial for any business that depends on phone calls and wishes to increase call volume and revenue.
Convirza’s call tracking software accurately measures visitors’ behavior. With the knowledge of your customers’ liking, the last three stages of the classic sales funnel- activation, loyalty, and advocacy turn out to be much easier to execute. Customer retention becomes a smooth process. Your customers buy from you again. They make bigger purchases and ask their friends to purchase from you!
To increase your sales, contact Convirza today!