Customer Journey: From Prospect to Advocate

by בן פריד חווית לקוח, מסע לקוח, מערכת קשרי לקוחות

In recent years, we are hearing and encountering the term customer journey quite frequently – in work plans, marketing meetings, brainstorming sessions, and many other places. What exactly is this customer journey that everyone loves to talk about?

It is a strategic process that builds relationships with new visitors and prospects and converts them into loyal, returning customers and/or strengthens the relationship with existing customers. In the modern business world, the customer journey has become one of the central factors for business success. BROSH CRM system enables businesses to manage and map the customer journey professionally and effectively, while tracking every touchpoint and continuously improving the customer experience.

What is a customer journey? It’s the way prospects become customers and then become loyal customers and ambassadors of your brand.

Defining Customer Journey: What Is It Actually?

The customer journey refers to the process a potential customer goes through from the moment they are first exposed to your brand until they become a paying, recommending, and returning customer. It is a dynamic, multi-stage process that evolves over time and is influenced by various touchpoints.

Customer Journey Stages

1. Prospect: From the initial exposure to the product/service through initial interest and first contact attempt until becoming a purchasing customer. At this stage, BROSH system enables automatic tracking of every action by the potential customer.

2. Existing Customer: From the moment the customer makes a purchase and chooses to receive your services. The goal at this stage is to strengthen the relationship and brand experience with the existing customer.

3. Loyal Customer and Advocate: This is the ultimate stage where the customer not only continues to purchase but also spreads the word about the product/service through recommendations and referrals.

Touchpoints in the Customer Journey

Customer journey is a goal-oriented strategic process. The strategic process is defined by touchpoints between the company and the customer over time.

Touchpoints can be: digital (ads, website, emails), offline (meetings, events), service (support center, technical support), and sales (quotes, contracts).

BROSH CRM system enables mapping and managing all these touchpoints with automatic documentation of every interaction.

Customer Experience: The Heart of Customer Journey

An important and essential outcome of the customer journey is the customer experience created during the journey. Every positive interaction is added value in the customer’s eyes.

How BROSH CRM improves customer experience: Fast response, centralized information, personalization, smart automations, and team collaboration.

Importance of Customer Journey for Existing Customers

According to research:

  • Investment in acquiring a new customer can be up to 7 times more than retaining an existing customer
  • Probability of selling to an existing customer: 60-70% (significantly higher than a new customer)
  • Existing customers spend 67% more than new customers

Benefits of Proper Customer Journey Management

Business benefits: Increased conversion rate, reduced acquisition costs, returning customers, competitive differentiation.

Operational benefits: Reduced workload, labor savings, standardized processes.

Marketing benefits: High satisfaction, brand loyalty creation, customers as ambassadors.

In Summary

The customer journey is a multi-parameter and diverse process, and every organization needs to create and operate workflows that will enable it to manage and improve the journey in the best way. BROSH CRM system allows you to do all this simply, effectively, and professionally.