- Map your customer journey into 5 touch points
- Create a strategy for each touch point
- Measure what’s working
- Share it with your organisation
- Constantly improve
The Caterpillar is a marketing framework that makes a lot of sense (and cents)
Your Customer Journey System
The Caterpillar framework is a visual representation of your customer’s journey through your business – from when they are a stranger all the way through to when they become a lifetime customer.
Every great journey is made up of a series of small and simple choices. Your customer journey is exactly the same. Every step on their journey is a choice – a choice to proceed or a choice to leave.
When you articulate the customer journey into a simple and easy to understand linear system, you can clearly see what parts are working, and what parts are not by evaluating the percentage of people moving from one stage to the next.
Sometimes there is a 3% chance they proceed, sometimes a 50% chance. Understanding that concept is the first and most vital ingredient in Marketing. What we are dealing with is a game of conversions. And those conversions are directly related to whether your marketing is “working” or not.
The Marketing system is all about how you attract strangers to your business. It’s purpose is to bring people to your shop window.
Where do strangers go to get to know you better? Often this is your website, but it could be something else. Convert your customers to a lead here.
How well are you converting your leads into customers? Your sales system needs to be codified and improved every day to generate growth.
How you deliver your products makes a big difference. Use intelligent techniques to guarantee your customers refer you and repurchase again and again.
Your most valuable customers are your lifetime ones. Create a system for engaging them to repurchase and refer you to everyone they meet.
The fancy way to learn about The Caterpillar
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