Can't lead 'em up the garden pathway

I need to become a hipster. Not for the crate sitting coffee drinking experience, but rather because I am morphing into a record... A broken one.

Customer Experience Pathway (CEP)... heard of it? No? Don't worry, your'e not in that boat on your own.

I am lucky enough to work with a number of clients at the moment who have fabulous products or services, that (thank god) are of quality and are ready to jump head first into the market, desperate to get their hand on those golden leads.

BUT, there is one big problemo...

When I say, 'Tell me about your Customer Experience Pathway' they look at me with blank faces and the tumble weeds roll across the desk.

If a marketer is good at their job, they'll get you those golden leads, but if they actually give a shit they'll support you on what that pathway will look like once you receive that lead into your inbox.

Your pathway is the loop your customers will take when engaging with you: perhaps a thank-you email, monthly specials, a check in phone call, a hand written note in the mail. It's about how you make them feel, on a individual level and will be the reason you have repeat business. (Providing you're product / service isn't crap of course)

If you haven't thought about your pathway, do it.

- How will I contact my customers?

- What nurturing will I do?

- How often and through what channels will they hear from me directly?

- What engagement will I have with my loyal customers?

- How will I ensure no one falls through the crack when dealing with my business?

I'll get you the leads... ALL of the leads... But if you don't have clear processes in place to nurture those leads, well in the words of Mickey Blue Eyes

"Forget aBOUT it"