We’ve all had this moment. Someone is asking you to trust them. To let them take you on a journey and show you something. You hope it will be something amazing. Whether it’s getting in the car and going or a more metaphorical journey, there’s still that first spark of expectation.
There’s nothing worse than spending all those hours in the car, or all that time reading/searching, only to end up…
Nowhere exciting. Or worse yet, a second rate version of what you were expecting.
Urg! You soon lose that hard earned trust.
I’m not suggesting you have to pile your customers into a minivan and take them bungee jumping (though if you want to test out that idea, feel free to let me know and I’ll be a trial customer for you… purely because I’m so dedicated to my job of course). Journeys don’t always have to be long or complicated. They can be as simple as:
It’d be wonderful if the customer journey was ALWAYS that simple. But sometimes there are detours along the way. Like when a customer doesn’t know exactly what product they want. Or doesn’t follow the expected routes to find that product. Or lives in a remote area with an address Australia Post doesn’t know about yet.
So how do you give them that magnificent view at the top of the winding mountain road? It’s not an exhaustive list, but consider starting with the below:
- Spend time in your Google Analytics.
- Offer detailed and helpful product descriptions.
- Craft personalised experiences.
- Keep one eye on your customer’s expectations right now and the other on where those expectations are going to be in six months.
- Do everything in your power to ensure each customer’s journey ends with that smiley face.
I’ve said it before and I’ll say it again: there’s no one absolute right way to delight every customer. Each industry… hell, each organisation within each industry, has different expectations and needs. If your aim is to meet each one exactly, you’ll go mad before you succeed.
BUT! If your aim is to try and help as many of your customers as possible… well that’s the kind of customer focused mentality users recognise and gravitate towards.
Welcome to 2018, Visionaries. I can’t wait to show you what we have in store to make your user’s experience a bungee jump into awesome.
