How to map your consumer decision-making process

Understanding your buyer’s decision process will help you deliver the right marketing at the right time. Here Mary-Anne Baldwin explains how to track the customer buying process

How much money is your business wasting on the hard slog of momentarily winning a disloyal customer? Is that even something you measure? Growing the wallet share of your existing customers has lower operational costs versus winning new business, but it also has the benefit of improving advocacy, brand awareness, employee engagement and a lot besides.

Yet so few marketers hold on to the customer throughout their journey. For too long they have proudly handed leads to sales only to lose sight of those customers once the deal has been signed. Of course, marketers are then called on to seduce those customers when it’s time to renew their deal, despite having had little to no impact on the things that would influence their decision.

There is a world between those sale and renewal contracts and you, dear marketer, should stick a flag in it.  

Switching your attentions to the middle of the customer lifecycle could both differentiate your CX and improve retention, but let’s first look at the where marketing’s responsibility typically sits at the moment, and what that customer decision making process and lifecycle looks like.

This feature has been written exclusively for our members. Membership is free and only takes five minutes to complete, giving you access to:

  • How to understand the customer journey.
  • How long the buying cycle is.
  • How to avoid churn.
  • 5 steps to improve customer retention.