Welcome to the final instalment of my customer journey series.
By this stage, you and your customers have been down a long road together. You’ve caught the interest of anonymous viewers, attracted them to your website, and engaged them with compelling, personalised content that converts them into customers. Then you’ve onboarded those customers in a seamless way, and communicated consistently with them, in one voice, throughout their lifetime. You’ve also predicted and resolved any conflicts, ensuring they remain happy with the products and services you provide.
The final stage of this journey is retention: all you need the customer to do is stick with you, and not switch to a competitor. Delivering a great experience from the start has helped, but there is still a little more to do. Thus, when their mortgage or insurance policy comes up for renewal, you need to engage with them at the right time and with the right message, to make sure they keep taking that renewal action year after year.
This stage is really an extension—and an integration—of all the activities you’ve been leveraging in each of the previous stages of the journey. Now that you know your customers well, you’re in a strong position to pinpoint where they currently are in their lifecycles, and to bring the right data together to deliver the most relevant renewal message at the opportune moment—perhaps sending them a friendly reminder a month before their policy is up for renewal, reaffirming the value they’ve received from you.
Throughout this entire series, we’ve seen time and again that today’s consumer demand consistent, relevant experiences, and we’ve explored how to deliver compelling experiences throughout the customer journey, by leveraging both insightful data and great content in dynamic, personalised ways, to capture the customer’s interest and draw them in.
A great customer experience boils down to four aspects:
- It’s compelling. It captures the customer’s attention with beautiful, dynamic content.
- It’s personal. It reflects an understanding of who and where customers are and what they like.
- It’s useful. It helps customers get things done faster and easier and makes their lives simple.
- It’s everywhere. It’s available wherever customers are, whether they’re working, reading, watching, shopping, socialising, or at the gym.
In short, it all comes down to making content relevant for the consumer, which is why the omnichannel approach is so powerful.
From the consumer perspective, you’ve anticipated and predicted what they want—and you’ve used their data in a respectful way. You’ve spoken to them in one consistent voice. You’ve been consistent in the ways you’ve communicated. You’ve used technology in the correct ways—whether that’s desktop, mobile, email, or any other advertising channel. And finally, you’ve delighted the customer with an experience that’s relevant and useful.
When all these things come together, you’ve delivered not just an ideal customer journey, but a great customer experience. Wherever your customers have been on that journey—from the first stage to the last—you’ve made sure their experience was compelling, personal, and useful. Which means you’ve done all you can to ensure they’ll remain a customer for a long time to come.
In fact, because of all the steps you’ve taken throughout the time you’ve known your customers, you’ve made it much easier to retain them over the long term. Yes, you have to deliver the right message to them at the right time, to make sure they know when to renew their insurance policy or mortgage, but you’re already on the front foot of ensuring they’ll remain a happy customer.
Thanks for joining me on this series on the customer journey!