Today more than ever businesses are focussing on their customer journey process. With more interaction possible between businesses and customers in the form of social media, email and websites it means the chance to have an even bigger impact on the impression people have of your business. This means the journey people go on with your business starts far earlier than was previously possible, so the impact you can have on guiding them through the customer journey is that much greater.
With this comes the opportunity to interact and engage with your clients at multiple stages and through multiple methods. When building trust and convincing potential customers that your business is the one for them you can’t do any better than showing them the successful journey you took a previous customer on. Think of this like a better version of a client testimonial – one that really explains the various stages of working with your business and the value you add to customers’ lives every step of the way.
Enhance the customer journey by including past examples of successful customer journeys! Showing how your business took a customer from having a problem to finding the best solution – i.e. showing their customer journey – is one of the most effective ways that you can convince people to use your products or services.
A customer journey video should show potential customers how you helped a previous customer. This is your chance to create an epic story of success for your business – create a narrative and show the progression from a customer with an unfulfilled need to a satisfied, loyal client!
Here is a what a typical customer journey video might involve, and the things you should do at each stage to engage, build trust, and boost sales:
A customer’s journey starts out with some problem they have that needs addressing. They might need a new pair of shoes, a roof fixed, or legal advice, for instance.
Given the competition, the first stage in resolving their problem is engaging them with your business. Does your business stand out? Does it offer potential customers something that will immediately grab them and make them think “these might be the guys for me”?
If this customer has bought from you, then the answer to the above should be “yes”! Make it clear why they were engaged with your business. They should say why your business caught their eye over your competitors!
If your marketing team is on top of its game, your client should have been wooed by your engaging, original, authentic content. Today you’ll find more and more video content – and it’s no surprise really! Video – when used correctly - has been shown to be the most engaging form of content over imagery and text. If you make use of this, make it known in this video!
You might have noticed above that with engaging content you can make a customer think “these might be the guys for me” when it comes to solving their problem. I said “might” because it’s very rare that a customer will choose your product or service immediately – there’s usually a lot more to do in order to completely convince them!
This provides the opportunity to show in your video how you convinced your client that your business would fix their problem. In effect, this is showing your current potential customers exactly how you will resolve their issue, just like you did for the customer in your video!
This is an important – but often overlooked – aspect of the customer journey from a business’ point of view. Once you’ve finished work with them, once their problem has been resolved, your work isn’t done! You will amaze customers with the care you take after the sale has been completed, making sure everything is up to standard and they are happy with the work done.
By showing potential customers the amazing post-sale care of your business you’ll show them that satisfied customers are your number one priority – something every customer wants to hear.
This care separates businesses committed to creating the best customer journey possible from others who just want to get the sale over the line then think “job done” – this couldn’t be a worse approach! By showing your customers the commitment you have towards doing providing the best service for them you’ll find they come back time and time again, recommend you to people they know, leave reviews, and generally improve your business’ reputation.
A customer journey video is a great way of… Well… Improving your customer journey! Show potential customers the journey you took people just like them on, how you solved their problem and left them thrilled with your product or service, and you’ll go a long way towards convincing more people that your business is the best around.
