Every customer has the potential to travel through different phases (up to eight), as far as customer experience is concerned. However, most tow truck businesses fail to guide their customer all the way through to the end. In fact, most stall out somewhere between phases four and six, missing out entirely on the benefit of loyal customers and raving fans. This guide will dive into each individual phase and outlining a series of steps you can take to make your customer interactions incredible in each potential phase of the customer journey. Here are the most important phases you need to understand.
With this phase, the customer is making a decision on whether they want to do business with you or not. They are collecting key information and learning what to expect from your organization. They are also sharing their expectations to remain in the relationship. The customer is quite hopeful that you will be able to help them but at the same time, they are full of caution. If you don’t position yourself in a way that you can fulfill their needs, then they won’t choose to do business with you. If you can convince them that you are best placed to help them, then they will move forward and finalize the purchase.
The admit stage begins when a customer admits they have a problem or a need and they believe you can help them out. As a result, they buy your products or sign up for your services. This is what is normally referred to as the sale and sadly, in most businesses, this is where any customer focused initiative ends. At this stage, customer is feeling joy and euphoria as well as excitement. If you fail to acknowledge this stage, you will miss the chance to strongly associate this high emotional feeling with your products and services. If you meet customer’s emotional state of mind, you can prolong the strong positive feeling.
The affirmation stage is what can also be called buyer remorse. The customer begins to doubt the decision they made to work with you. Almost every business person has heard the buyer remorse concept yet very few businesses do something to counter customer’s fears, doubts and uncertainties. If you fail to address these feelings, you will need to work overtime to get back the felling of joy and excitement that a customer initially felt. If you can focus on these temporary feelings before they can become permanent ones, you can quickly shift customer back to positive feelings.
The activate phase begins with the first major post sale interaction. This happens when the relationship between a customer and organization materializes into a meaningful way and the business begins to deliver on the promises made during the assess phase. The activate phase can be marked by a receipt of purchased product, the start of a service or just initially kicking off of a meeting expected to bear good results. The customer is excited to get started but somewhat anxious about whether everything will go as promised. It is upon you to start doing things right from the onset and set the right first impressions.