The Role of Customer Experience in a Full Funnel Approach

July 26, 2018

Video Transcript

Nik Sproal

Welcome to Social Garden Property TV. Today, I’m joined by Erica. Welcome.

Erica Sachse

Thank you!

Nik

Erica and I are going to talk about customer experience and the key role it plays in today’s property research space. So Erica, we know people are 70% of their way through their research before they even want to talk to sales these days. Based on that, how do we operate in this space?

Erica

Yeah, so we really want to think about being customer led not business-process led. And we do this by first mapping our current state and then looking at our ideal future state.

Nik

Okay, so what do you mean by being customer led?

Erica

So, it’s recognising that customers are in control. There’s unlimited sources of information online today and they are using it in order to make their own decisions. So, we need to be providing that content and leading them to make a decision that’s going to benefit our objective.

Nik

And obviously letting them still feel like they are in control.

Erica

Of course.

Nik

So, the starting point you suggested was mapping that current state. Why is that important?

Erica

We want to establish the baseline. What is the business currently doing to support the customer?

Nik

Okay.

Erica

And then we want to look at what are the pain points in that process because those are going to show where the business is unable to support the customer in moving to the next stage.

Nik

Okay and that obviously forms the baseline for your next point which is mapping the future state so what do we need to do there?

Erica

So this is around aligning your business process in your communication strategy with the consumers actions.

Nik

Okay and what does that really mean from a content perspective.

Erica

So, this is going to provide a blueprint for how you do your top of funnel lead generation, nurture them through the middle of the funnel and then the content for the final close at the bottom of the funnel.

Nik

So based on what you’re saying, customer experience is really the backbone of a really successful full funnel approach to generating revenue.

Erica

Absolutely.

 

Get started with our most-downloaded Customer Journey Mapping Framework here.