Customer Experience is the New Funnel

by
Vanshika Bhatia

Attention. Interest. Desire. Action

According to the traditional Sales Funnel model, these are the stages an individual travels through during the buying process for a product or a service.

But is the funnel relevant today?

Marketing is changing every moment.That is what makes it exciting.

The digital revolution has handed a lot of power to the consumers. With way more information available at their fingertips, they have become more aware, demanding & unpredictable.

Simply put, your consumers no longer have a simple & definite shopping experience, because it is influenced by so many things.

Ok, take a moment and think about how your customers could take one of different paths to purchase.

Note it down.

Now, try making a mind map out of it.

Aha moment, right?

Although considerably unique, based on your industry & target audience, the most common insight you may have learned after doing this short exercise would be that your modern-day consumer no longer goes through a linear buying experience. In fact, It is more of a zigzag experience.

So, instead of mapping customer journeys, you must foster an ecosystem of touch points and messages that adapt in real time to the wants and needs of the customers.

Here are some points that will help you do that:

Test, Test and Test

Use prototypes to gather input from your stakeholders. Give them a chance to see, feel and engage with the new touch point. Ask them for their genuine feedbacks. Do this for several times before the product goes out in market.

This does not just allow you to improve but also gives you a hand in bringing customer experience into life, right from the beginning.

Redefine Your Metrics

Increase the number of website visitors, reduce bounce rates, boost the reach of a campaign—while your marketing department keeps a careful tap on these metrics and work tirelessly on improving these rates, it is unfortunate, that they don’t really matter to your customer.

Consumers just care about having a secured, relevant, timely & respectful experience with your brand.

So, your metrics should not be one-sided. Rather, they should complement both your customer’s experience and your ability to derive a meaning out of it.

Some KPIs you should be measuring are listed below:

-Customer Satisfaction Score

-E-Commerce Sales

-Brand Awareness

-Customer Retention Rate

You Only Get One Chance to Create An Impression

So, the question is how does your brand create an impression in this crowd? How does it build a relationship with the customers? How does it become a brand that is remembered?

By investing time and funds in your UX Design.

I don’t mean that you put in all your resources in building a top-notch UX infrastructure over the night, or you out source your UX services. It doesn’t work like that. Rather, invest in people behind the UX design. Your people. It will solidify the UX mindset at your company and strengthen customer relationship management.

Another, very important thing to understand here is that User Experience is not the responsibility of one single person, or one single department of your organization.

Be it your Sales team, Copywriting team, Marketing team or any other team— they are all your brand. And if trained well, they can all creatively contribute & solve problems to make your brand stand out in this crowded world.

Designing the Experience with the Customer, for the Customer

A fairly new concept which can make your customers feel highly valued. IKEA’s dining club in London is a company that his implemented this type of system. It gives the customers a DIY experience to cook their own meals.

Such, motivators can be used to push the community to a distinct level of engagement, which wasn’t possible before.

I mean to imagine, your customers behind the ideation and uses of your products and services.

It is time that we understand that the sales funnel concept was developed for a completely different world. The entire concept of marketing & buying was different from what we experience today. Hence, it is very important for us to keep pace with the changing times and reinvent the experience for our consumers. After all, the only thing that will remain constant is— Change. So, What are you waiting for?

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