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Top small business experts share their insights on the important issues entrepreneurs face in today's challenging market. Check back each month for new business tips designed especially for small business owners.
Working Backwards to Create a Great Customer Experience Marketing is pretty logical, really. It's simply the process of getting someone with a particular business need to know, like, and trust you. Of course, then you must turn that know, like, and trust into try, buy, repeat, and refer. It's like leading someone down a path. To make this way of thinking work you must look at each of the seven stages listed above (know, like, trust, try, buy, repeat, and refer). You must intentionally plan products, services, processes, and touches that logically move prospects along each step in the chain. Ultimately, you move them to the point where they become customers -- and then receive such a remarkable experience that they become repeat customers and referral advocates. The goal is to turn your customers into committed partners. The best way to accomplish this end is to think about the process completely in reverse or even take a new look at your existing products from a reverse-engineering point of view.
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