By Jeofrey Bean
Pay attention to the pre-transaction experience. That’s the true start of the customer journey is in most customer experiences.
“Consumers are changing the way they choose their cars,” says Chrissy Totty, head of innovation at BMW’s media planning agency, Vizeum. “It is a very different experience from even five years ago.”
Now, instead of visiting dealers, collecting brochures, and listening to sales pitches, 70 percent of all people in the market for a car start by spending time online gathering information about models, options, and prices. They read websites, professional and amateur auto reviews, and tap their social networks before they buy. Some buy online, and others go to a dealer having decided on the exact specifications of their purchase.
Similar changes are taking place in other markets. The Corporate Executive Board (CEB) surveyed more than 1,400 B2B customers across multiple industries, and found that 57 percent of a typical purchase decision is made before a customer talks to a supplier. You need to start engaging your customers and selling before customers enter your business. If you ignore the pre-transaction experience, you are very likely sending those prospects to your competitors.
Find out how your present and future customers begin their journey for what you are offering. That’s the true start of their customer experience. You want to be there to connect and engage them in an informative and pleasing way before the transaction.
About the Author
Jeofrey Bean is the author of the business leadership books Customer Experience Rules! and best-selling customer experience book The Customer Experience Revolution: How Companies like Apple, Amazon, and Starbucks Have Changed Business Forever.
He assists companies in making successful decisions about Internet marketing strategies and customer service improving customer experience, as advisor, keynote speaker and by leading training seminars or workshops.
Jeofrey is known for innovative yet practical insights delivered with a dash of humor at venues including J.D. Power Service Excellence Summit and as a guest on host John Hockenberry’s “The Take Away” program on National Public Radio (NPR – PRI). He also a part-time Professor of Business Management and Marketing at UC San Diego Extension teaching Internet Marketing and Customer Experience leadership.
Amazon Author Page Jeofrey Bean
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