Close Menu
30 November 2020

Keep It Personal Digitally: A Proven 5-Step Process

Keep It Personal Digitally: A Proven 5-Step Process - The Value Engine

Introduction

We’re constantly told that we’re living in a digital world, and it’s true. Businesses with smart digital sales models have thrived in the pandemic, and we all seem to spend our lives on Zoom or Teams. But, and there is a but, many leaders tell me their business is all about the personal touch, going the extra mile for customers and really understanding their needs. Let’s face it, if we’re making a big purchase, we want more than a chatbot; we want an authentic personal connection. So, the question which needs to be answered is: how can I take advantage of digital opportunities and keep the personal touch? In this blog, I’ll share some thoughts on how you can do this.

Digital hello

1. Start with the customer work backwards

Before we jump into the main question, let’s spend a few moments thinking about the foundations: your understanding of your customers.

The better we know someone, the better we can relate to them. This makes sense for our personal relationships, and I’d argue that it holds true in business. So, time spent understanding the challenges and motivations of your customers always pays off. I’d recommend using a structured process to do this. My go-to here is the excellent Value Proposition Canvas tool by Alex Osterwalder. This tool looks at the jobs your customers need to get done, the gains they hope to achieve and the pains they want to avoid. When used well, it’s really powerful. 

a guide showing how to start with the customers neds

Adapted from the Value Proposition Canvas 

Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A. (2014) Value Proposition Design: How to Create Products and Services Customers Want, John Wiley & Sons.

2. Split your customers into groups

But before you jump into mapping your customers’ world, ask yourself: can I split my customers up into a few groups which share common aims and challenges? By doing this, you’ll sharpen your focus on the particular challenges these groups face. To keep things manageable and keep the number of groups down, I’d suggest a limit of 3 to start with.

3. Put your feet in your customer’s shoe

It’s now time to put yourself in your customer’s shoes and think about their journey from initial research to the final ownership experience. To do this, I use the customer empathy map shown below. It helps you to get your head around what they’re thinking. 

You’ll want to do this for each of your customer groups – see why I said to keep the number of groups to a manageable number!

an infographic showing how you can put yourself in your customer's shoes

Updated Empathy Map Canvas ©2017 David Grey

Photo credit: David Gray, Gamestorming, Empathy Map Canvas, http://gamestorming.com/wp-content/uploads/2017/07/Empathy-Map-006-PNG.png

4. Map the journey

Right, we’ve really started to understand our customers. It’s now time to think about their customer’s journey from initial interest to long-term loyalty. To do this I suggest mapping that journey. I’ve completed a simplified version of a journey map in the diagram below.

Online & offline experiences

5. Making in personal

By mapping the journey, you’ll start to work out how you can help and serve your customer throughout the journey. Now ask yourself this: 

In which parts of the journey does the customer need smart digital tools and in which parts does the personal touch really matter?

Armed with this knowledge, mind map possible ideas for each stage of the journey. Once you’ve done that, make a prioritised list and start getting the projects done, creating the mixture of online experiences and personal touches that make the difference for your customer.

As you start to gain experience, you can even begin to put all your customer knowledge to use by creating personalised online journeys to raise the customers’ experience to the next level.

When correctly applied, the proven and scientific approach discussed in this blog will focus your energy into creating the right offline and online experiences for your customers. Do it right, and you’ll soon be outpacing the competition and enjoying increasing revenues and profits. What’s not to like?

#5 Top Tips to take away

  • Understand and map your customers using a proven approach 
  • Put yourself in their shoes
  • Map their journey
  • Find the moments which matter
  • Ask how you can best serve them in the moment
    • Great how-to content online
    • Online explore and quote tools
    • Online chat, co-browse sessions or Zoom calls
    • 1:1 offline conversations

Sounds good? How about a bit more insight – free of charge?

As a Digital Consultant, I work with clients to enable them to get close to their customers, uncovering the insights and creative strategies and smart use of digital to deliver long-term results. I’d love to learn more about your business. Click on the link to book a free initial consultation

You may also be interested in...


6 April 2020

Looking after yourself in tough times

22 April 2020

Survive & Thrive in a Crisis

23 June 2020

5 steps to create your digital future

30 June 2020

Testing your ideas

30 July 2020

How To Sell Online? 6 tips to save you time and money

26 October 2020

The Business Case For Digital Transformation

14 November 2020

5 Tips to Grow Your Tech/Engineering Firm Scientifically

30 November 2020

Keep It Personal Digitally: A Proven 5-Step Process

11 January 2021

Will Your Business Thrive Post-Pandemic? 5 Key Questions

8 March 2021

Corporate Manager to Startup Entrepreneur: Key Lessons Learned

26 April 2022

How to Launch Offerings That Outdo Competitors?

28 April 2022

5 ways tips for creating your next winning offering

9 May 2022

5 ways to leapfrog the competition

30 June 2022

Can you beat the pricing battle

7 July 2023

Does your back end match your front

12 July 2023

Skills shortage

18 July 2023

Fill the cup / grow the cup

20 July 2023

Flat out on the day job?

20 July 2023

Rock – Water – Sand getting stuff done

29 September 2023

Find Your Ideal Business Coach & Maximize Growth Benefits

29 September 2023

Business Growth: Master the 4D Time Mix Strategy with a Coach

16 November 2023

Curiosity & Detours: Path to Lasting Progress

29 November 2023

Unlock Business Potential: Prioritise Big Goals with Business Coach for Small Business

13 December 2023

Navigating Business Growth: From Spreadsheets to Real-World Success

21 December 2023

Delegating Tasks vs Outcomes for Leadership Excellence

21 December 2023

How to Use AI in Small Business: A Journey, Not a Destination

8 January 2024

AI in Small Business: Guide to Making Right Choices

11 January 2024

Small Business Consultant: Is it worth it?

19 January 2024

Small Business Consultant Role: My Journey with The Value Engine

9 February 2024

Finishing well: Navigating the Five Exits from your business

12 March 2024

The Four Ducks of Building a Successful Business

12 March 2024

Empowering Your Business Journey: A Personalised Approach

12 March 2024

Maximising Productivity: How I Saved 2.5 Hours a Week

28 May 2024

The Ultimate Guide to Small Business Consulting

Ready to talk?

Start your growth journey today, get in touch to book your free initial consultation

Book Online

Get in touch


The Value Engine - Contact

Roseland

Hatherleigh

EX20 3JD

The Value Engine - Contact

ben@thevalueengine.co.uk

The Value Engine - Contact

Book an appointment

Skip the form and book an appointment straight into The Value Engine calendar.