An Inside-Out View of the Customer Funnel
It's the "total view" of the customer that makes the biggest difference. It's the power of being the brand that shapes the digital experience instead of just "doing some digital."
Happy, engaged and profitable customers do not appear by accident. They are cultivated through a series of intentional marketing, sales and service processes. At TopRight, we call this the Customer BuyWay—a comprehensive analysis of the infinitely more complex, multichannel purchase process that customers face today and changing the brand's customer processes to be intentional about connecting with customers at their own pace and need.
Consider how your customer experience morphs and changes by individual. Start with the collection of experiences and touchpoints that matter to your most valuable customers. Make that collection of experiences available, prominent and trustworthy. Then, see how you can improve this collection of experiences. That may help you get the budget and support you need to look at other audience sets.
We often find that the set of experiences that appeal to the high-value customers is a strong starting point for what appeals to a large swath of customers—although each individual may have a different set of experiences. As in all things digital, the long tail of individual customers who interact uniquely may also provide significant revenue to your business.