Mapping Your Customer’s Journey: The Road to More Unlimited Memberships
Mapping Your Customer’s Journey: The Road to More Unlimited Memberships
By Lanese Barnett, Vice President of Business Development at Amplify Car Wash Advisors
With broader consumer acceptance of unlimited monthly car wash plans due to their affordability and convenience, car wash owners also benefit through the reoccurring revenue and greater brand loyalty in an increasingly competitive space. When it comes to customers, mapping their journey – and most importantly, their experience – can help you better understand how a person interacts with your business so you can optimize that interaction to reach your goals.
A customer journey map is a tool to visualize the path a customer takes to becoming a loyal fan and can help a wash understand where a customer is, right now, so they can address their needs to drive new sales and reduce churn. The goal is to generate a clear action plan for staff based on what the customer experiences. A journey map is a living document that should change and evolve over time as more information is captured and internal processes are adjusted based on identified areas of improvement. Commitment from the entire organization to consistently use the information to continually improve customer service will make it most useful.
Here’s how to build out a customer journey map:
* Separate your customers into groups based on similar characteristics and choose a group or groups to map.
* Think through the customer’s lifecycle. What happens along the way from awareness of your brand and consideration to use it, to deciding to purchase a monthly wash plan, and then retaining those customers? Ideally, in the retention phase a long-term, satisfied monthly plan member becomes a brand champion promoting the business in online reviews and to family and friends.
* Locate your customer touchpoints. Consider how customers find and interact with your brand online, in person onsite, through signage, and in advertising. Identify where you can improve the customer’s experience, and where you may find gaps in your customer service or engagement opportunities. This will help you create or adjust your training and marketing strategies.
* Set measurable goals or key performance indicators to evaluate success. Making data-driven decisions will help you better manage your business. Customers are unique and so are businesses. singlebeak While there is no one-size-fits-all approach to understanding their wants, needs, and desires to influence behavior, there are tools to help you better connect with them by walking in their shoes. Creating a customer journey map can help you make more informed decisions about who your customer is and how to speak to them to grow your business.
See the article as published in Car Wash Magazine’s Spring Issue.
