Micheal E. Gerber asked 50+ experts, “What’s your best tip for growing/scaling your business?” You can read Bryan Eisenberg’s contribution below:

You can read Bryan Eisenberg’s contribution below:

Plan A Customer Journey That Is Channel Agnostic

Charlatans are endemic to all forms of marketing but they are especially attracted to digital. I’d like them to go away but there is always somebody willing to buy what they are selling.

ALL business is becoming digital!

Connected customers engage in many ways (foreseen and unforeseen) with brands in and out of stores, offices, call centers, social media, catalogs and websites.

Those customers don’t care what channel they interact with or what department gets the credit. Customers think of every interaction with a brand as THE brand experience.

Then they happily share the best and worst of those experiences. Wonder why customer experience isn’t what most CEOs focus on for differentiation?

Customer satisfaction and customer experience appear not to have budged at all.

According to Bain & Company, 80% of surveyed companies claimed to be delivering a superior customer experience, but only 8% of those companies had customers that agreed with them. What a dangerous blind spot!

That leaves an awful lot of companies actively disappointing customers while smugly congratulating themselves on their “superior customer experience.” Couldn’t be you, right?

Most companies don’t have a map. They haven’t mapped out the customer journey, either in terms of what it is now, or what it ideally ought to be. And without that map, they can’t plot the data to determine what’s actually happening — or what they ought to do about it.

Jeff Bezos said it best “If you’re customer-focused, you’re always waking up wondering, how can we make that customer say, wow?

We want to impress our customers — we want them to say, wow. That kind of divine discontent comes from observing customers and noticing that things can always be better.”

Why do so few companies bother to plan and then validate the buyer journey with accountable metrics?

Is it inertia?

“We often miss opportunity because it’s dressed in overalls and looks like work” – Thomas A. Edison

Or perhaps it is…

“Success breeds complacency. Complacency breeds failure. Only the paranoid survive.”  – Andy Grove

There is some hard work on your business involved. There is the careful navigation of people’s territories, channels, and silos, There is the inherent career risk that comes with greater accountability.

There is also a great opportunity. Plan a great experience, deliver a great experience and then improve on it. That is a challenge all businesses face. Some will live up to that challenge and most won’t.

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You can read more about planning customer journies in Be Like Amazon: Even A Lemonade Stand Can Do It

Jeffrey Eisenberg (33 Posts)

Jeffrey Eisenberg, is the CEO of BuyerLegends.com, a company that teaches business people how to create customer-centered, data-driven customer experience design that is supported by narrative.   Together with brother and partner Bryan Eisenberg , co-authored “Waiting For Your Cat to Bark?” and "Call To Action" both Wall Street Journal and New York Times bestselling books. Since 1998 they have trained and advised companies like like HP, Google, GE Healthcare, Overstock, NBC Universal, Orvis and Edmunds to implement accountable digital marketing strategies emphasizing optimization of revenue conversion rates for engagements, leads, subscriptions, and sales.   Jeffrey is also a thought provoking marketing speaker who also speaks Spanish with native fluency.


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