The Consumer Experience ProgramA Six-Week Exploration Of Your Consumer Experiences: Discovering Purchasing Patterns and Seeking Impacts and Innovations
Week 1: Consumer Experience Diagnostic
This initial diagnostic is offered as a free discovery session. Duration is anticipated to be 60-90 minutes in length. (More on how this is offered free at the end of this page.) The audience involved is the leadership team. This may include the business owner, CEO, or entire leadership team.
In this meeting, we begin physically mapping out the consumer experience:
- deciding on what stages are involved in the consumer’s experience,
- outlining what channels we use to communicate with the consumers throughout,
- and beginning an understanding of at each stage, what the consumers do, think, and feel.
The result of this is a detailed framework that can be expounded upon. This is how you can discover innovative and unique ways to augment the process to make it easier for consumers to buy, to pique interest and excitement, and to translate that excitement into initial sales and repeat buys. This may increase sales cycles or conversions from prospect to buyer or both, resulting in exponential growth through a tangible innovation process.
Week 2: Interview Employees in Marketing, Sales, and Customer Service
This meeting has the same premise as the initial meeting, but we now have a new audience. That also means we will start fresh, with no original stages, touchpoints, or data that we collected in the past meeting.
This is because we want an unbiased overview. A clear slate and fresh perspective is more beneficial if we want to discover unique and innovative ways to change what we do today to stay ahead of the competition tomorrow.
Week 3: Consumer Interviews
What you and your team think, say, and discover is important. There’s no questioning that.
However, we also want to dig deeper into what the consumer does, thinks, and feels. That’s what this is all about, after all. The consumers.
A series of interviews will be conducted to understand the consumer better and co-create solutions, extra value added services, and innovative process changes.
We have a strategic, systematic, and scientific yet personal approach to conducting these interviews. Within the interviews, we discover what stages exist in the buying cycle, what activities, thoughts, and feelings go along with each stage, and what true motivations and barriers are most salient to the consumer.
Week 4: Competitive Intelligence
Now, we have the three vital perspectives on the consumer experience: from the leadership, the consumer-facing staff, and the consumers themselves.
That means we have a strong understanding of the stages, the channels, the touchpoints, and what the consumers do, think, and feel along the way.
As this information coalesces, we need to compare it to competitors:
- What are they doing that we are not?
- What are we doing that they are not?
- How do their consumers differ, if they do?
- How does their company differ from us, if they do?
- What are industry leaders doing (may not necessarily be our direct competitors)?
- What other industries should we look to for inspiration who may share similar consumers, buying processes, or services, offerings, and outcomes?
Week 5: Consumer Experience Cartography
We have all the information we need now. But no one wants to read through pages of notes and try to make sense of it.
That’s why we develop a map — joining the disciplines of Cartography with Marketing, Sales, and Innovation.
This Consumer Experience map provides a physical, tangible framework for us to understand the consumer experience and buying process. This incorporates everything the consumers do, think, and feel.
Your consumer-facing teams — marketing, sales, and customer service — will find this to be an invaluable tool. It provides confidence, conviction, and clarity.
The true value is revealed as we discover innovations from the map, serving as a graphical representation of data, and its creation process.
In the Consumer Experience Map, our focus is on the stages and what the consumers do, think, and feel at each. This deepens our understanding, empathy, and ability to develop customer-centric innovations.
We get further into specifics with the Consumer Touchpoint Map.
Week 6: Consumer Touchpoint Map
The Consumer Touchpoint Map focuses on what actually happens at each stage and in each channel we use to communicate with consumers.
This allows us to see what is being done that coalesces with what consumers want and expect, as well as what is not being done that is desired, or what is not being done that can generate new untapped markets and demand.
Touchpoints may include any interaction with a consumer: product packaging, retail store visits, website traffic, branded content, digital services, and so on…
With each touchpoint, we will seek to understand how each marketing activity relates to what consumers think, do, and feel.
We will ask ourselves:
- What can you do that’s unique?
- What can you do that makes an impact on the consumer experience?
- How can you make your sales process more sophisticated to meet what the consumers really want? That means shifting focus away from solution selling (much worse if you are still pushing features instead) and focusing on making the buying process as easy and seamless as possible — “insight selling”.
- Your job isn’t just to be the expert on your product. Your job is to be the expert on the buying process: How does your customer easily transition to your offerings? How can you anticipate emerging demand? Not just focusing on finding the decision maker, but also who the decision advancer is that can mobilize troops to make that decision?
- In short, don’t be the salesman to the prospect, be the coach.
- At each touchpoint, what are you communicating? Is it a consistent message?
Depending upon your situation, we may:
- Develop and Integrate a Purposeful Brand Positioning and Strategy
- Remove touchpoints that are not necessary or actually harmful
- Introduce added-value touchpoints that will revolutionize your industry, increase consumer relationship breadth and depth, or even add an element of commonsense previously overlooked
- Change touchpoints so that they perform more effectively and efficiently, while providing an improved consumer experience
A Six-Week Program
Making Innovation Real
Admittedly, innovation is a term tossed around a lot. However, how often do you hear people talk about specific ways to incorporate innovation into what they do? How often is it really a tangible concept and process, rather than an academic theory?
That’s what we enable companies to do. We make innovation real.
Do you want to discover innovations that lead to untapped demand in new markets, faster sales cycles, and increased conversions from prospects to consumers?
A systematic and strategic way of deepening your understanding of consumers, what makes them tick, their purchasing patterns, and the impacts and innovations you can make on them leads to exponential growth.
Get started today by contacting us below with your name, email, and a message including your company name and 1-3 business goals.
Remember, the first session is complimentary — no fee and no obligation. If at the end of Week 1 you don’t feel this is right for you, we can part ways. However, if you are interested, we will move forward with the remaining five parts of the program. We will talk about specifics, including investment, expectations, and what success looks like to you prior.
This also means that I can’t work with everyone. If I gave away free sessions to everyone that asked, I’d have no time for paying clients. I’d barely have time to conduct the initial sessions. Either way, I’d be out of business in no time.
As such, when we receive your message entered below, we will start some basic research on your company and respond to set up a time for a short exploratory call. This is about 20-minutes for each of us to get acquainted, ask questions, and dig into where you are looking to go strategically.
So, what are you waiting for? Send your message below with your name, email, and what your 1-3 business goals are. From there, I’ll respond and we can set up a time to talk further and see if there is a fit.