In your CX journey, have you given much thought to the customer lifecycle?
When does it actually begin?
Do you think the relationship between customer and company begins when a customer makes a purchase?
This is an important consideration. You must understand when that relationship between customer and company begins.
Let’s consider the popular 1958 McGraw-Hill ad, “Man in the Chair.” The ad depicts a grumpy-looking man (“your customer”), hands clasped, scowl on face, sitting in a chair. With that look, he might as well be pointing and shaking his finger at you while uttering the words that surround him:
- I don’t know who you are.
- I don’t know your company.
- I don’t know your company’s product.
- I don’t know what your company stands for.
- I don’t know your company’s customers.
- I don’t know your company’s record.
- I don’t know your company’s reputation.
- Now…What was it that you wanted to sell me?
If you take a look at the customer experience lifecycle that I depicted in a previous post, you’ll see that the lifecycle begins when the Need arises. That Need begets Awareness (sometimes it comes after Awareness). If you’re communicating, if you’re getting the word out (through messaging and through actions) about who your company is, what your products do, how your services differ, what value you bring, what needs you meet or problems you solve, and, most importantly, what you stand for, your customers will never recite the words from the Man in the Chair.