What is the Customer Value Journey?

Creating value for your customers is the goal of every business. It's what keeps the proverbial doors open by cultivating long-term relationships. The customer value journey is a sequence of events that keeps your brand in mind when there is a need or want for a new product or service. When your existing and potential customers see your offerings as valuable, they will come to you first, whether or not they've seen an ad recently.  

When done right, your satisfied customers will become your most ardent brand ambassadors. If it still isn't clear, consider Apple: their customers want to own everything with the ubiquitous bitten fruit emblem, whether they need it or not. They faithfully line up to purchase the latest iPhone model each October, periodically replace their laptops whether needed or not, and squeeze into the stores daily to shop, hang out with other fans, and solve problems at the Genius Bar. Understanding the customer value journey is the key to knowing how to implement a highly effective marketing strategy.  

Understanding the Customer Value Journey  

The most important step for creating marketing strategies that work is figuring out how to offer value for the customer at each stage of their buying journey. The customer value journey is a step-by-step process of converting total strangers to high-value customers and brand promoters. By visually representing the steps they take before purchasing, you gain perspective of what the customer wants and needs to decide so that you can respond in a way that encourages their following action. 

We can compare their value journey to human relationships: most people don't go from a first meeting to proposing marriage. If you go on a first date and just talk about how great you are and why they need you, you are likely to send them running for the door without the chance for a second date. Building a relationship takes time and trust; it is the same with a customer relationship.  

Suppose you want total strangers to become loyal customers. In that case, you must create a mutually beneficial business relationship by being purposeful in meeting your potential prospects where they are and identifying what they need with your marketing. 

The 8 Stages of the Customer Value Journey 

Why is the customer value journey critical to a successful marketing strategy? It’s because 80% of customers rate their experience with a business as equally important to them as the products or services it provides, with 91% planning repeat purchases after a positive experience. Let's look at each stage of the journey to understand how you can increase value as the customer interacts with your brand.  

The consumer has an idea of what they are seeking. This stage allows you to present a positive first impression of your brand with digital billboards, display ads, paid search, organic search, and more.  

Your potential customer wants to know more about your value proposition. Engage them with high-quality marketing content like blogs, videos, case studies, or social media posts. 

Now that you've caught their attention offer your customers something in return for signing up for newsletters, email or text offers, blog subscriptions, content downloads, or even a free webinar. Continue to build loyalty and engagement by providing them ongoing benefits in return for their email or text address.  

Your potential customer is ready to commit to your offering, converting them from a lead to a customer. 

Marketing does not stop with a purchase. You must fan the flames of the excitement that comes with buying something new. Offer them bonuses that they didn't expect, such as free car washes for the life of their new car, a limited-time discount for new software to pair with the system they just purchased, or fun freebies to thank them for their patronage.   

To ensure your new customer is one of the 60-70%  of first-time customers who becomes repeat customers, offer them something that adds to the usefulness or enjoyment of their new product. 

A happy customer will want to tell others about their experience. Ask them to share their opinions or reviews. 

Offer your customer incentives or rewards for being a brand ambassador to actively promote your brand. Customer ambassadors help to increase your credibility and reduce your customer acquisition costs. 

Partner with Mid-West Family to Connect with the Wants and Needs of Your Customers 

Designing and implementing a highly successful marketing campaign that perfectly aligns with the customer value journey takes hard work and expertise. By partnering with Mid-West Family, you have access to all the experience, tools, technology, and expertise you need to create a customer value journey that enhances long-term customer growth and retention.