Putting Value in Your Customer’s Journey

How many times have you personally been won over by a brand because of how you enjoyed the process through which you were introduced to their products? A few outstanding digital commerce moments come to mind, right? And guaranteed, all of these campaigns and funnels were memorable due to one thing: you, the customer, felt heard, seen, and attended to. You felt like your needs were sincerely assessed, and the brand is taking the extra mile to understand and serve YOU.

Creating a digital or sales funnel can be one of the most efficient ways to engage your customers for them to cultivate a genuine interest in your product or service. Too many brands and platforms create funnels aimed to upsell or cross-sell their customers which understandably result in losing leads and sale opportunities.

In this digital age of a world brimming with quality content, nudging a customer along a journey that’s supposed to engage them to the point of sale can appear to be challenging at first. But understanding that customer engagement is the result of an authentically enjoyable customer journey experience can guide you towards creating funnels that engage customers instead of pressure them. 

Following this thought, let us redefine sales funnels. Repurposing and reappropriating it to become a “customer value journey” changes the game from just wanting to secure a lead’s email address to engaging with them, gaining their trust, closing a sale, maintaining a strong client relationship, and repeating the process. Customer value journeys are customer experience paths designed to assess customers’ needs, anticipate potential queries and concerns, communicate positively with the customers’ emotions and tastes, and provide sensible and fitting choices that lock in customers to hugely consider making a purchase.

Building intimacy with clients through customer value journeys will almost always pay off since trust is usually built through developing familiarity and memory with customers. Designing CVJs meticulously is crucial in dictating how personal and engaging a funnel can become. The language is carefully considered, leading questions and advice are smartly placed to keep the customer on track, the content positioned to interactively supplement the train of thought of the attentive customer. The customers, somewhere in this process, convert the compatibility of the brand’s messaging into actual value invested in their own needs, thereby closing a sale.

No matter what your product or service is, no matter what platform your funnel is placed, understanding the basic standards of collating information about your potential customers, answering to those identities in a personalized and consumer-centric way, and anticipating their issues and needs with human empathy is what makes your customer journey truly valuable. A series of well-informed decisions and collaborations between creators of such funnels will produce a highly profitable funnel that does not only work but also lays the ground for future and developing sales funnels.

Lastly, despite a seemingly obvious formula, great customer value journeys are unique. These are creative funnels, that stand out from the rest of the numerous competition, of which the results are iterable and concrete, for both customer and brand.