Considering Your Client:
Have You Thought About Their Customer Journey?
If your mind has ever wandered off in the middle of creating a gorgeous haircut, stunning facial, or kickass nail sesh and traipsed all the way over to a thought process along the lines of, “hmmm, I wonder how this client even found me in the first place”—know you’re not alone.
Most of us think about this at some point in our careers—and honestly, that’s a good thing.
Nope, it’s not nosy or rude, it’s totally valid.
Why is it a good thing, you might be wondering? Well, the “why” is exactly why. Here’s the deal.
Understanding the why behind your clients making the choice to book with you is a crucial part of becoming a better cosmetologist.
Knowing this why can help provide meaningful insight, empower you to make positive changes, and ultimately transform the way you do business.
Ultimately, it’s pretty darn impossible to do any of those things if you don’t start by trying to understand the basics, like your customer and their very own compelling journey to you.
In this blog, we’re going to get into some serious details about customer journey mapping (a fun phrase we’ll define in just a moment), the reasons this stuff even matters in the first place, and, ideally, provide some killer cosmetology perspective to ensure you know how to kickstart your own customer journey mapping endeavor.
Your Client's Journey: The Phases That Brought Them to Your Chair
To thoroughly understand your customer’s experience, you need to understand their journey to you—and that all starts with something called journey mapping.
Journey mapping is the process of putting yourself in your customer’s shoes to visualize a client’s journey in a way that helps you create actionable goals and glean important insights.
Typically, client journey maps are visual representations of your clients’ experiences with your business—think of it as a step-by-step exercise to help you truly understand your customers and what they go through in each stage of discovering you and working with you.
Realistically, there are probably several teeny-tiny stages your clients go through to find you.
And while we can’t speak to every single one of them, we can do our best to summarize and optimize each to give a better picture of them.
With this knowledge, you’ll (ideally) better understand your client, how they found you, and why they chose you—all important information for optimizing your marketing strategies and methods.
To be totally honest with you, these are great things to know in general, but we’ll get to that part later.
For now, let’s explore a few of the basic phases that most customers go through before they even book with you.
Phase 1: Awareness
This is the phase where they first realize that you even exist out there.
They become aware of your presence in general.
No, this doesn’t mean they know anything about you, what you offer, or even have a significant interest in you—it just means that all the stars have somehow aligned and suddenly, a customer is aware that you’re out there.
Typically, this phase involves some good ol’ cyberstalking.
It’s likely that your customers will take a peek at your social media platforms (we’re looking at you, Pinterest and Instagram), will scroll through your website, and they’ll def want to read reviews about you, too.
In other words, you’ve piqued their interest.
To put it in perspective, think about what this means when your interest is piqued about a person or business. What’s the next thing you do when this happens?
Phase 3: Desire
You’ve got them hooked at this phase, but they’re not quite ready to be reeled in.
This where the hardcore browsing comes into play, along with thoughts like, “is this cosmetologist a match for me?” and “what does this cosmetologist offer that seems like a good fit?”
Phase 4: Opportunity
Something clicks, they make the appointment, and suddenly, they’re on your books.
This is where the biggest opportunity of all comes into play—snagging them as a returning client.
Why These Phases Matter: The Real Reasons Understanding Your Client's Journey (to You) is Important
Customer experiences—or customer journey maps, if we’re going to get fancy with our terminology—matter for a lot of important reasons.
For example, customer journey mapping allows you to:
- Create a more optimized, finely-tuned customer journey so people can move faster and more efficiently along that path toward booking with you.
- Understand your customers better and learn why they behave the way they do, what they need, and what they’re looking for.
- Craft better goals going forward and innovate new ideas seamlessly.
- Identify your customer’s pain points—where are they struggling and what do they need from you?
All in all, customer journey mapping can help paint a much more detailed, clear-cut picture of who your clients are, and ultimately, having a deeper comprehension of this can help you (and your career) in more ways than one.
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