Second step in loyalty: connect to a shared interest
How to waste your effort in a CRM database

Our customers take steps in a journey, not a slippery slide down a funnel

We've been using a very unfortunate metaphor for years: the sales funnel. Supposedly, leads are dropped into the top and slide out the bottom as customers. Yuck.

Actually, we are guiding contacts on a journey, and we need to think about the next step they have to take because we can't take it for them.

CMS Wire: Customer Journeys Trump the Traditional Sales Cycle, 2014-Sep-15 by Julie Hunt

To connect authentically to what customers need and want, customer journeys trump the traditional sales cycle. The sales cycle has been an inside-out process, tied primarily to sales goals and operations.

Learn more about tracking the customer journey at our companies:

Overviewhttp://c.ymcdn.com/sites/www.cxpa.org/resource/resmgr/Meeting_Presentations/CXPA_Houston_Talk_110812.ppt.pdf 

How It's Done: http://www.slideshare.net/TPDashboard/touchpoint-dashboard-journey-mapping-guide-2014

Nuances of Using: http://www.slideshare.net/suitecx/frequently-asked-questions-about-customer-journey-mapping

Research on Its Effectiveness: http://www.slideshare.net/McK_CMSOForum/customer-experience-journey-webinar-v10-091713

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