The customer journey takes into account all of the experiences that customers go through when interacting with your business. Instead of looking at just a part of a transaction or experience, the customer journey documents every interaction with your business from the very first time they saw your listing on Google until the very last time they worked with your business. A customer’s journey has a lot to do with how they perceive the way your business treats them. In fact, 70% of the customer’s journey is dictated by how the customer feels they are being treated. 

Since so much of the customer’s journey is dictated by how they believe they are being treated by your business, it’s increasingly important to understand how they feel and what you can do to make sure each experience with your business is positive for your customers. 

Every business has received negative feedback from customers. Whether or not that feedback is deserved is a different story. Creating a positive customer journey doesn’t mean that you give in and offer refunds just because someone complained. Instead, it simply means that you show your concern for what your customers wanted to say and that you’re continually working to make things even easier for them. 

Some customers may be more demanding than others, and it’s the job of a business owner to determine how to personalize interactions with your customers to ensure that everyone is happy. Your loyal customers are the most important asset your business has, so providing them with a positive customer journey is always in the best interest of your business. 

You work hard to run your business, and you should ensure that your customers know just how much your business means to you, and how much they mean to you, by the type of experiences you provide your customers each time you work with them. 

For more insights on marketing strategy that actually works for small business, connect with Jay Bean, Founder of FreshLime and Small Business Marketing Expert on LinkedIn and Twitter. If any of these tips have helped you or if you have anything to add, please comment below. We’d love to hear from you!


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