Thinking about our website build product today in terms of the customer journey.
If I imagine the journey one of our clients go through from the point they make the purchase decision to the point their website goes live, the journey must be complete.
What do I mean by this?
I mean that if I am the guide on that journey, I am there from the beginning to the end. If at some point during the journey the client has to go elsewhere, the journey becomes fragmented.
As an example, if halfway through the journey they need to find their logo, the experience of the journey is broken. This requires the journey to be redesigned. In the case of the logo it is easy, that is just one of the prerequisites to go on the journey.
Another example would-be writers. If some clients require writers to get the content for their pages and this has to happen partway through the journey, the journey needs to be designed to include the writers. As a guide, I need to be there to help the client find and hire the writers. The writers could be in-house which makes it easier, or the writers could be someone they hire. In that case, they need to get all the information for them to hire the writers and receive back the content knowing we as the guide is there.
The more seamless the journey the more enjoyable the experience.
I remember one customer journey I had in a restaurant. The servers only showed up when I needed something. There was always just enough time finishing one course before they came and collected the dishes and started the next course. The waiter made the experience seamless which is why the memory is so lasting and I still talk about it.
That’s what you want with your clients, that they talk about the experience long after the outcome is no longer relevant. Wouldn’t it be great if an old customer who has been retired for 10 years still talks about the experience of your service?