Working in sales is not just about selling a product, but also understanding your customers' needs and building loyalty. In this technological era, it is important to track the customer journey using digital channels.
In this digital environment, there are various tools that can be utilized to attract and acquire new customers in order to boost your sales. However, it is necessary to understand the function of each tool and how they can be used within the concept of the consumer journey.
Thus, see how it is possible to optimize your consumer's journey using digital channels to increase your sales.
What is the Customer Journey?
Before using the customer journey to your advantage in digital channels, it is necessary to understand what this concept is.
The customer journey is the entire experience a customer has with a particular company. That is, from the interest in purchasing a product or service to after closing the sale, including the loyalty process.
It is essential to know the customer journey because the company will understand the needs and expectations in order to improve its products and services. This way, the consumer will continue to purchase from your business.
It is important to emphasize that the type of product offered can be material, content, or any service provided. The concept remains the same!
What are the Stages of the Customer Journey?
It is also essential to understand the stages of the customer journey in order to use them to your advantage in digital channels. In digital marketing, there is a theory that identifies four stages of this journey. Here they are!
- Awareness and Discovery: This is the first stage when the consumer becomes aware of your brand and the products offered. At this phase, the customer has no idea what they need and is merely exploring possible purchasing options.
- Problem Recognition: It is at this stage that the customer realizes they have a problem to solve. At this moment, it is essential for the seller to assist the consumer in identifying their needs.
- Consideration and Solution: At this point, the customer acknowledges the problem and what they require. The seller's mission is to guide the consumer towards a more suitable solution.
- Purchase Decision: This is the moment when the seller understands the consumer's journey to improve the services provided. It is also at this stage that the customer is loyalized for future purchases.
What is a Sales Funnel?
It is impossible to use the customer journey to your advantage in digital channels without first understanding the concept of the sales funnel. This theory aims to comprehend the process of a purchase.
The sales funnel concept has three stages, which can be understood as follows:
Top of the Funnel – Prospecting: The company uses this phase to expand brand recognition through various marketing actions. At this stage, the customer identifies whether they have a problem or not, and then seeks out the company.
Middle of the Funnel – Qualification: In this phase, the seller takes action to understand the customer's problem and assist them in finding a resolution. It is also at this moment that your company shows the consumer why your product or service can help them.
Bottom of the Funnel – Presentation: At this moment, the sale is closed, but it doesn't stop there. This is the time to project future sales to grow the business even more.
The Importance of Digital Channels in the Customer Journey
With the advent of technology, today’s consumers are connected throughout the day. Therefore, to improve the relationship with your customer, it is necessary to be where they are. This is why it is important to use digital channels to map your customer's journey.
With this, the seller will understand their customers' behavior on social media and see what is necessary to better meet their needs. To perform the best mapping in this connected environment, tools are used, including software programs, artificial intelligence, and social networks.
What Digital Channel Tools Can Be Used to Understand the Consumer Journey?
There are several social media tools that can track the customer journey to enhance your business. Here are the main ones that can be utilized in this process!
- CRM – Customer Relationship Management: This tool is used to optimize customer service. In practice, it collects and processes consumer data, such as contact history, purchases made, and channels used.
- Big Data: This also collects customer data from the moment they interact through social media. Each piece of information provided is recorded and can be used in the future.
- Artificial Intelligence: There are various programs utilizing Artificial Intelligence that can be used for data collection. Through them, it is also possible to gather statistics and project information for future sales.
How to Use Social Media in the Customer Journey?
Social media can be used as a showcase for your business, but not only that; they are part of the many digital channels that track the customer journey.
With social media, it is possible to provide customer service via chats and publish relevant content to create more intimacy with your customers. However, each of these platforms has its own characteristics, so it is necessary to understand how to use them according to their features.
Instagram: Instagram is a great tool to optimize your customer's journey. With daily posts, reels, and stories, it is possible to provide content that keeps your consumer engaged with your business.
TikTok: With quick video posts, it is possible to provide content about your company that will keep your customers interested.
Facebook: In addition to daily posts in various formats, create an account on Marketplace to showcase your products. Just like on Instagram, also create a business account to better track your customers with useful tools.