#34 The Emotional Roller Coaster Of [Your Customer Here]
I love this sentiment from Danielle Canty...
Life is hard no matter what... so you might as well choose your hard.
Working for someone is hard. Building your own business is hard.
The reality is that every path of growth + transformation is HARD... that's what makes it worth doing.
Over the past two weeks I've been running a customer journey workshop inside Jay Clouse's membership.
My approach to customer journey mapping means you look at your business through the emotional lens of your customer.
So I'm looking around at ~20 journey maps noticing how every one of us serves a completely different customer on a different path to transformation.
A few examples:
Marathon runners
Creators
Retirees
Adventure YouTubers
Parents
Small Business Owners
Digital Nomads
There was so much customer variety in the room yet every single map looked like an emotional roller coaster. And that's the point.
If you can understand your customer's roller coaster, you can better serve them... and in doing so, increase your customer lifetime value, and your revenue.
Support & Serve
This isn't just about finding ways to squeeze the lemon for all it's worth and charge your customers at every turn – this is about service!
If you don't solve your customer's problems, they're going to seek a solution somewhere else – and it might not exist in the same way you'd support them.
While your customers are on a transformational journey, there are endless opportunities for them to give up.
They're emotionally low, they're questioning if they should keep "choosing this hard," and they're struggling to see the light at the end of the tunnel.
Map that emotional journey and then ask yourself:
How can you help keep them from giving up?
What support can you offer them at the exact moment they want to throw in the towel?
How can you help them get to the next step in their journey?
That is the power that customer journey mapping can offer you: the insight to understand where and how to offer more.
It doesn't always have to come with a price tag. Here are a few ways you can support the low moments:
Training video
Automated DM
Email sequence
Host a specific event
Provide them with a resource
And you don't always have to develop something new. Sometimes it's about recognizing the right moments to refer your customer to another business (hello affiliate $).
The more you develop this journey map to have supportive moments, the longer you'll support your customer, and the higher the success rate will be.
Not only is this amazing service to your customer, it's also more money in your wallet. You'll increase your customer lifetime value and you can focus less on sweating over customer acquisition.
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