The Importance of the Customer Journey: Begin at the Beginning
Ben Rolfe, Founder of Childcare Marketing, talks us through the start of the customer journey and what settings can do to ensure they are putting their best foot forward with prospective clients and families.
Throughout this mini-series we will be taking you through the key steps to building a customer journey that helps you obtain more enquiries and convert more enquiries in your childcare business.
In 2020 we all had a very difficult year with restrictions being placed with little or no support and certainly no clear direction on what was going to happen next. In the Childcare sector we saw an increase of potential clients resorting to online methods to look for childcare, rather than getting recommendations from friends.
Because of this, having a strong online presence is more important than ever. This does not only mean being visible (think lazy social media posting and a website), but also ensuring that we are giving ourselves the best chance to obtain enquiries across the customer journey.
We have all been on uncountable customers journeys. If you have signed up with Sky for the football, Netflix for Bridgerton binges, joined a gym, bought a blender, or ordered a pizza, you would have been taken on a customer journey. Why did you go with that business, for that particular product or package and at that price-point? In no small part because of the journey you were taken upon.
All of your potential clients will also go on a journey from the moment they start looking for childcare to the moment they leave to go to school. Understanding your setting’s own customer journey helps identify pain points to your potential clients and fundamentally obtain more enquiries and more registrations.
Case Study: Sarah’s Story
Three weeks ago we asked a potential client of several nurseries named Sarah, who was actually looking for childcare in Epsom, if we could follow her nursery finding journey.
Day one began like 80% of potential childcare clients, with a quick Google. Sarah was immediately faced with 50 nurseries who all fell into her initial criteria for a nursery near home, near work or on her route to work.
After clicking on numerous childcare websites Sarah was no closer to making what we call a “buying decision”; instead Sarah was left still thinking about each option before enquiring to find out more. She then posted on Facebook and asked for recommendations. Facing over 100 choices, she looked at the first few pages, and each time was put off by the same content being published to every page she viewed.
Sarah decided to enquire at a nursery who wasn’t at first the most visible in the area; they actually were 10th on Sarah’s initial list. But enquire she did, and the obvious question is: why?
The nursery she enquired at gave her one choice: to find out more by physically making an enquiry. They also made it easy with their process, taking Sarah less than 1 minute to complete. All of the other websites Sarah viewed were asking for too much information, or didn’t give Sarah the option to make an enquiry, instead forcing Sarah to make the initial contact.
The experience Sarah had from the moment she found the nursery was one of ease, comfort and reassurance that they were able to deliver what they promised to deliver.
This was only the beginning of her customer journey. Stay tuned next week as we delve into greater detail and outline the steps you can take to create your own compelling customer journeys that will ensure you secure a greater share of opportunities in your catchment area.