Working in sales isn't just about selling a product, it's also about understanding your customers' needs and building loyalty. To achieve this, especially in this technological age, it's crucial to monitor the customer journey through digital channels.
In this digital environment, there are several tools that can be used to attract and acquire new customers and boost your sales. However, it's important to understand the function of each and how they can be used within the customer journey concept.
So, see how you can optimize your customer journey using digital channels to increase your sales.
What is the customer journey?
Before using the customer journey to benefit your sales on digital channels, you need to understand what this concept is.
The customer journey is nothing more than the entire customer experience with a given company. That is, from the moment they first become interested in purchasing a product or service, to the process of loyalty after the sale is completed.
Understanding the customer journey is essential, as the company will understand their needs and expectations in order to improve its products and services. This way, this consumer will continue to buy from your business.
It's important to note that the type of product offered can be material, content, or a service provided. The concept is the same!
What are the stages of the consumer customer journey?
It's also essential to understand the stages of the customer journey so you can leverage them to your advantage in digital channels. Digital marketing theory holds that there are four stages to this journey. Learn what they are!
- Learning and discovery: This is the first stage, and it's when the consumer becomes familiar with your brand and the products you offer. At this stage, the customer still has no idea what they need and is simply exploring possible purchase options.
- Problem recognition: It's at this stage that the customer realizes they have a problem that needs solving. At this point, it's crucial for the salesperson to help their customer identify their needs.
- Consideration and solution: At this point, the customer realizes the problem and what they need. The salesperson's mission is to help them find the best solution.
- Purchase decision: This is the moment when the seller understands the customer's journey to improve their services. It's also at this stage that the customer becomes loyal for future purchases.
What is a sales funnel?
It's impossible to leverage the customer journey to your advantage in digital channels without first understanding the concept of the sales funnel. This theory aims to understand the purchasing process.
The sales funnel concept has three stages and both can be understood as follows:
Top of the funnel – Prospecting: The company uses this phase to expand brand awareness through various marketing initiatives. At this stage, the customer identifies whether they have a problem and then contacts the company.
Middle of the funnel – Qualification: At this stage, the salesperson steps in to understand the customer's problem and help them find a solution. It's also at this point that your company shows the consumer why your product or service can help them.
Bottom of the funnel – Presentation: At this point, the sale is closed, but it doesn't stop there. After all, it's time to project future sales to further grow the business.
Importance of digital channels in the customer journey
With the advent of technology, consumers are now connected throughout the day. Therefore, to improve customer relationships, you need to be present wherever they are. That's why it's important to use digital channels to map your customer's journey.
This allows salespeople to understand their customers' behavior on social media and determine what's needed to best meet their needs. Tools such as computer programs, artificial intelligence, and social media are used to better map this connected environment.
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 improve your business. Check out the main ones that can be used 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: It also collects customer data from the moment they interact through social media. Each piece of information provided is recorded and may be used in the future.
- Artificial intelligence: There are several programs that utilize Artificial Intelligence that can be used for data collection. They can also be used 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, it's part of the many digital channels that accompany the customer journey.
Social media allows you to provide customer service via chat and publish relevant content to build a closer relationship with your customers. However, each platform has its own characteristics, so it's important to understand how to use them accordingly.
Instagram: Instagram is a great tool for optimizing your customer journey. With daily posts, reels, and stories, you can provide content that keeps your customers engaged with your business.
Tok only: By posting short videos, you can provide content about your business that will retain your customers.
Facebook: In addition to daily posts in a variety of formats, create a Marketplace account and showcase your products. Just like on Instagram, create a business account to better support your customers with useful tools.
