Future State Customer Journey

Future State Customer Journey

[00:00:00] Sarah Noel Block: All right, this is the last piece of the pie on your customer journey, future state journeys. So in the previous video, we learned how to create your current state customer journey. This is the journey that your customer takes right now, but what is the journey that you want them to take in the future?

[00:00:26] Sarah Noel Block: So let's think. you want to, when you were gathering data during your current state journey, you figured out any friction points and those friction points will help guide you in your current state journey. So is there anywhere within this journey that you can streamline? You can improve the experience so you can retain customers better, or you can upsell project clients into new contract.

[00:00:55] Sarah Noel Block: Can you make it easier to work with you and is there a better way to reach your [00:01:00] customer at each stage of the journey? So you might have learned through your data gathering that the majority of your clients are. or the majority of people going to your website are finding you through LinkedIn, for example, and you don't spend that much time on LinkedIn.

[00:01:18] Sarah Noel Block: So that might mean, okay, I need to focus my attention on LinkedIn. Or maybe you hate LinkedIn and you want to look at a different direction, like what kind of posts are doing really well on LinkedIn and how can I carry that onto a platform that I really like? So as an example, . If you're on LinkedIn and you're doing an audio event, then perhaps it would be a good addition to that to add a podcast to your business in the awareness stage.

[00:01:53] Sarah Noel Block: It's an audio only occurrence type of content, but it also provides you [00:02:00] s e o and a larger reach outside of LinkedIn. So those two things would pair really nicely together. So once again, go back to the data gathering that you did and find any friction points. Where can you make your journey better than it is, right?

[00:02:17] Sarah Noel Block: if you've identified any areas that you can improve, test these new methods one at a time so you can create a true experimental experience when you're testing it out. So going back to my example of you have audio only events on LinkedIn, they do really well. So a podcast could make sense for you. , and perhaps you're thinking if I'm doing a podcast, I might as well put it on YouTube too and just record the video version of it also.

[00:02:49] Sarah Noel Block: But try and do one thing at a time. Start with your podcast, master it, systemize it, and then move on to putting it out on [00:03:00] YouTube. This can be a second phase. The most important thing is when you're doing market, And you're testing out new things that you're hoping will work, do one thing at a time so you can give it your full attention.

[00:03:15] Sarah Noel Block: You can set up KPIs and benchmarks if by the end of the quarter, I always like doing a quarter long task. If by the end of the quarter you're not seeing the progress that you expected, then just trash it and try the next thing on your list that you wanna experiment. , but give one quarter to focus on it, try and master it and systemize it, and then move on to the next thing.

[00:03:41] Sarah Noel Block: So some additional resources that will help you in identifying and building out your customer journey would be these links, and I have them also in the course, but. A great place to start is power personas, and I have showed that to you before, [00:04:00] but Power Personas is a website that you can build out your customer avatar, but it also gives you a best practices version of a customer journey by content type.

[00:04:13] Sarah Noel Block: So if you are brand freaking new and you don't have anywhere to start, you don't have Google Analytics, you don't have a social media presence, and you're starting from absolute scratch, power Personas is a great place to start. You can put in the qualities of who you assume would be your ideal customer, and it will give you.

[00:04:39]Sarah Noel Block: best practices on a buyer persona that would make sense for that customer. And it's a really great place to start. So head on over to Power Personas if you don't already have a audience and a presence online. That wraps up the customer journey lecture [00:05:00] series. And make sure to ask any questions in the comments in this blog.