The Importance of the Customer Journey: A Moment to Review
Ben Rolfe, Founder of Childcare Marketing, explains the important of reviewing how we market ourselves to potential customers and parents, and how to streamline the enquiries process.
If you are struggling for enquiries then the biggest question you should be asking yourself is...
...How easy is it to enquire at my setting?
Last week we reviewed the beginning of a customer journey and Sarah’s story of a search for childcare, and the decisions she made.
This week the focus is on building your own customer journey to ensure it is effective, delivering the results that you need.
Where do I start?
The best way to review your current situation is to attempt to find and enquire at your own setting on multiple channels (Google & Facebook) without using the name of the setting. If this takes more than 3 clicks, then it’s game over; start again until such time you can fully enquire within 3 clicks. If this is impossible then your journey is already too long. Too long is bad news, and you can expect to lose up to 40% of your enquiries.
But don’t worry!
70% of businesses are in this situation, and it is entirely fixable.
Here are the questions you should be asking yourself in a step-by-step review.
Visibility: Are there any improvements that we can make to become more visible online? (Secure a marketing audit or have a look at internal figures, such as Facebook likes).
Website: Is our website optimised for both desktop and mobile? Is it easy to find an enquiry form? Did the website load quickly? Is the website attractive as it can be?
If you have answered no to any of these questions then think about a website redesign. It is far better to start over than to work on something which is broken.
Enquiry: Is my form easy to fill out? If not, how can I make this as simple to complete as possible?
For example, think about removing questions where the user has to type a long answer. People are in a hurry, and checkboxes and multiple choice are best.
Follow-Up: Do potential clients receive an instant notification? Am I following up within 24 hours?
Think here about if you were looking for a service and what your expectations would be. Responses inside 24 hours, even if automated, ensure a 90%+ retention rate. When a wait for a reply is more than 48 hours it drops to 60%+.
Information: 90% of businesses fail to provide vital information before the first phone call, meaning instead of a simple setting show-around booking it can be an hour-long conversation. Providing relevant information from the moment the enquiry takes place in an automated way is easy. Are you doing this already?
Tuning: The final question to ask yourself is: What else can we do to fine tune our process?
Here are a few examples: An automated show-around reminder, an automated show-around thank you email, or an online registration form.
It really is that simple!
Make sure to view each step ready for next week when we will be going into detail about planning your customer journey!