Why Does the Customer Value Journey Matter in Marketing?

The customer value journey is a roadmap for converting leads from your target audience into loyal customers. Because we know that 67% of a company's revenue relies on repeat customers, understanding and perfecting this process is essential for brand growth. Let’s look at each step in the customer value journey so you can effectively nurture your leads into high-value customers. 

Understanding the Customer Value Journey 

While it's important to carry high-quality products and offer reliable services, neither will keep you in business without customers to support you! Understanding the customer journey won't just increase your revenue. You'll also learn how to cater to your customer's needs, as they will inevitably change. 

Customers are acutely aware of when a brand goes above and beyond to meet their needs, and they'll be more loyal because of it. Additionally, your most loyal customers often double as brand promoters! Word-of-mouth advertising doesn't cost a cent, and a recommendation from a trusted source inspires more purchases. 

However, it's important to remember that the customer value journey isn't simply another advertising strategy. Instead, we liken it to a human relationship. When you first meet someone, you don't immediately propose moving in together or exchanging wedding vows! During a first date, you'd probably think it was obnoxious if the other person just kept explaining why you need them in your life. Similarly, customers won't give your brand a closer look if you're just constantly promoting yourself. 

To convert strangers into loyal customers, you must outline why your relationship with them is mutually beneficial. Marketing should always be done with a purpose. You need to find out what your customers need, where they are in the customer journey, and how you can bring them to the next step. 

The 8 Stages of the Customer Value Journey 

During their journey towards acknowledging and loving your brand, the customer goes through the following phases. 

This is when the customer first discovers your brand's name or one of its products, likely through one of your advertising strategies. 

For the engagement step, you need to have some marketing that appeals to the prospective lead. Each customer will have their personal preference, so it's good to have multiple options. These include videos, blog posts, interactive graphs, or even a podcast 

If your brand appeals to the customer through compelling marketing content, they'll want to stay in touch with your brand. This is when they need to be prompted to subscribe to your company's blog, email newsletter, or SMS mailing list. You can also ask for the lead's contact information in exchange for a one-time offering, such as a special discount or freebie.  

The conversion process usually plays out in two different ways. In one scenario, a prospect is intrigued enough by your marketing content to go ahead and purchase a product. On the other, that prospect is already so satisfied after receiving freebies that they're ready to buy a subscription or similar service. 

This is when the customer has a positive experience with your brand's products and services. Ensure that the goods you offer perfectly meet the customer's needs and desires. If you provide a specific service, accomplish it with due diligence. You should also be able to provide quality customer assistance if there's a problem! 

After that initial excitement wears off, some customers might neglect your brand in favor of others that offer more value. That's why it's important to keep expanding your product line and adding more benefits to your services. This keeps the customer intrigued for the future and confident that your brand will always be helpful to them. 

This is when a customer is so satisfied with your brand that they feel inspired to let their acquaintances and family members know! Prospective leads are 4x more likely to make a quick purchase if they already have a personal referral. Even if they don't purchase anything initially, establishing brand awareness is still important! 

This makes dedicated brand promotors by offering rewards programs and other special incentives in exchange for referrals. It keeps your marketing ROI elevated and your customers happy, so it's a win-win for everyone! 

Perfect the Customer Value Journey with Mid-West Family 

To achieve optimum brand recognition and trust, your leads must be nurtured throughout each step of the customer value journey. A media partner like Mid-West Family Springfield can help you create marketing campaigns that align with your target's desires.