The customer journey involves every interaction the customer has with your company. The product, company, or service—this is all part of the customer journey. Mapping out the customer journey can be daunting. In fact, some small businesses choose to not do this. (DON’T BE LIKE THEM!). Don’t fret, it does not have to be a completely accurate representation. That is darn near impossible to nail down. But it is still an important part of your business, and therefore should be used. If you are looking to improve your sales it is time to start thinking like a customer. The customer journey identifies key interactions the customer has with your store. Find out how to customize your students’ journey, and how to improve it.
First: Do your research. Find out what your customers are saying about you. These days your customers are smart, and they’re tech savvy. It’s very likely they already have an opinion about your store before they even enter it.
Second: Stop thinking like a business owner and think more like a customer. Put yourself in their shoes and imagine what it’s like doing business with you. Think of yourself as a student walking around campus for the first time discovering all the cool spots on campus, the best places to eat, and there’s your store just waiting to be entered. Think about what would attract you to enter a store, or what would influence you to make a purchase. Also consider how you would want to be approached by employees.
Third: Create customer touchpoints—the moments before during and after the purchase. Common touchpoints include: before the transaction, during the transaction, and after the transaction. The second a student enters your store make sure an employee greets the them—ASK if there’s anything specific they’re looking for or mention any special sales going on. In the middle of the store is a good spot to make product recommendations. At the register is another great spot to make sure your students were able to find everything they were looking for. Identify what your students need. Most of your students will have a trigger, or something that they came in looking for. Once you understand this you can change your approach on your messaging to your students.
Fourth: Selling. Make sure your employees can help answer questions when needed. They should also be able to make product recommendations. Keep your employees up-to-date on promotions you’re running, products, etc.
Once you create the customer experience you can make improvements on the customer journey. Don’t be afraid to survey customers and ask for feedback. Make sure your students are happy every step of the way.