What Is A "Customer Journey" And How Do I Utilize It For My Business?

Have you ever heard someone say, "You have to make sure your customer journey has to be in place," and you wondered, "WTF does that actually mean?"  Then we're going to help you out today!  I honestly never thought about how this could be confusing until someone DM'd us a couple of days ago saying the following:

"Hey Michael and Jill, I saw a post on someone's Instagram talking about your "customer journey" but I'm not even sure what this really means, therefore, I have no clue if my customers are being served in the best possible way.  Can you break it down for me?"

It's when you have one of those moments where you're like, "Dang, I totally just took this subject for granted, basically assuming everyone already knew what this was!"  So today, I want to give you three things that you can do to help ensure your customers are being sent on the best possible journey for them, but also for you to be able to provide the right products and services for their needs.

The first thing you want to start with is the end in mind.  I know that this might sound like the wrong place to start, but hear me out.  When you the first question you ask yourself is: "What are the ultimate results that my ideal is looking to get/feel when they purchase this product/service?"

The reason you start with the end is that when you know the ultimate result(s) they want, you can start to work your way back to the beginning, which is where you are now.  When you know the end, then you can walk backward, and almost retrace the steps you haven't even taken yet, to be able to figure out, "Okay so if they want {x} result, then I have to do {y}, then {z}, etc."

The next thing after you've figured out the "end of the road" so to speak, you want to figure out all of the steps that are necessary to get your ideal client that result.  Don't try to put them in any particular order at first, rather set a 15-minute timer and just brain dump all of the things that you can think of.  So for example:

• What emails should I write that get them to that end result?
• What type of social media content should I be creating?
• What should my blogs be about?
• How should my website be set up to accomplish this goal?

These are just a few of the many questions I'd ask myself if I was doing this process right now.  There's no dumb idea or question because all of this is information that is valuable, especially when it comes to the next step in the process . . .

This brings me to the last piece of the process, and that's bringing everything together in steps that make sense to get your customers to that "Ultimate goal."  Now that you have your brain dump list, you can start to put the pieces in an order that makes sense to you, but more importantly, in the mind of your customer.

So what I'll do is number everything backward.  So what it looks like is the end result, then the first thing before that, then before that, etc. until I've completely walked the customer back to the beginning, which should be what pain point they are currently experiencing that started them out on this journey.

Putting these together is almost like putting together a puzzle, you want to be careful to make sure that every piece fits together perfectly, and that you're not mixing up steps or trying to force anything, just in hopes of getting your audience to the end where you can sell your products and services . . .

What you should be left with is a customer journey blueprint that you can now use for your ideal client to get them even more help and results than you could of ever done before, because NOW you know the exact path they're walking on, because you designed it!

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