The following eight stages represent the journey a customer takes from the time they first learn about your brand to when they are the ones telling others about it!
Assess -> Admit -> Affirm -> Activate -> Acclimate -> Accomplishment -> Adoption -> Advocate
Sales Lead: They are not a customer yet. The prospect is assessing their problems and seeking a solution.
Business Responsibility: This is the beginning of the brand experience. Prospects engage when they feel like they will have a great experience and will receive a resolution.
Customer: The prospect converts to becoming a customer and by doing so, they admit that you have the solution that can solve their problem. The customer is often feeling reflief and is enthusiastic at this time.
Business Responsibility: Acknowledge that the customer has come to the right place for their solution to meet them in their emotional state.
Customer: The customer experiences a temporary state of buyer's remorse - it's natural to question your decision. If you let these temporary feelings go unaddressed, they can turn into permanent feelings.
Business Responsibility: Take a moment to address the customer at this time to squash any second-guessing that they might be doing. Often showing them that the wheels are in motion on your side, or bringing in a senior team member to thank them for their business will quickly transition the customer out of this temporary stage.
Customer: Stage Four occurs when the customer first starts the service, receives the product or has a project kickoff meeting.
Business Responsibility: This is the businesses first chance to impress the customer and it’s essential to be perfect to maintain goodwill and foster a trusting relationship.
Customer: This is the “Danger Zone”. The customer can be cautious, irritable, unsure or frustrated due to a lack of inexperience with the product or service. Customers will often provide false assurance that they understand but truly don’t. As a result, they may drift away and follow another brand.Business Responsibility: This is the most critical period for the relationship. The customer needs to know that you are there for them. Being proactive, assuring and highlighting progress already made helps. Make sure that you follow through on all actions to bring the customer's energy level down while moving them towards proficiency and an increase in their comfort level.
Customer: This is the first time the customer achieves their anticipated result. It is also the first time the customer achieves an unexpected positive result, which self-validates their decision to work with you in the first place.
Business Responsibility: Be available to hear about the results, acknowledge their success as they are working their way through ownership and product mastery. Find a unique way to celebrate these events and do it. This is a prime opportunity to share a customer’s success on social media, newsletters, training videos, etc.
Customer: This phase is rarely attained by customers. This is where the customer takes charge to strengthen the relationship. They proudly show their support for the brand and are genuinely thrilled to be affiliated with your business.
Business Responsibility: You must make them feel like they are part of your exclusive group. Offer unique rewards, special events and insight to foster their goals and you won’t have to compete for their loyalty.
Customer: The customer becomes your outside sales through brand affinity and considering you a trusted partner of their business.
Business Responsibility: When a customer reaches Stage Eight, the business has to find creative ways to recognize their efforts to continue to promote your business. If you don’t, they may just settle into being a supportive customer and not continue to be the brand advocate that they were inclined to be.
