Success is Within Reach: Your Small Business's Guide to Achieving Customer Success (Part 3)
Now that we’ve learned what customer success is and what a buyer’s journey is, you should start immediately implementing customer success in your small business. Here are a few steps you can take whether you are just now learning about customer success or you have been doing it since the beginning but need a little refresh.
Read reviews or ask for feedback from your customers/clients. Track what you find in a Google docs or sheets page. Immediately respond to any negative comments. You want to show these customers that they are heard and clear up any issues if you can. This also shows future customers that you respond and try to help where you can. Collect positive reviews that you can use on your website or social media to show potential customers what makes your product great. Take note of anything they have to say about the buying process. Is there anything about your website they found confusing? Is there anything you could change based on their answers?
Get in the mind of your customer. This means asking yourself the following questions: what do I want? How does this help me pursue my interests and hobbies? What could go wrong if I buy this? Take notes on all of this and more. If you were looking for or buying your own product or service, what questions would you have?
Optimize your landing page. This could be your home page of the website or the page they land on when they click the link to your website from Facebook or Pinterest or Instagram? Is it easy to navigate? Does it immediately answer their questions?
If it doesn’t clearly answer every question, or you are routinely getting messages from confused customers, make an FAQ (Frequently Asked Questions) page or add an FAQ section to your landing page–or both!
Go through each step of the customer’s journey yourself while in the mind of your customer. Pick a starting point, for example, your Instagram page, and walk through the journey as a customer would. When they see your most recent post on Instagram, would they click the link in your bio? When they click the link in bio, is it clear where they should go from there? When they get to your landing page, do they learn more about your product or service? Does it convince them they should buy it? If yes, is it easy to find where to buy your products? If not, where do they go from there? All along the way, think of anything that would make them hesitate and adjust things at that step to clear up any of their hesitations.
Keep in mind, the steps of your customer’s journey could change. Stay on top of reviews and questions from your audience to make sure things are still running smoothly, and update your customer’s journey if you need to down the road.
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