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How Customer Experience Can Impact Your Future Business

As a business owner, you must be familiar with the marketing funnel. Anytime you look at this graph below, it demonstrates a conversion process that starts from the top of the funnel, middle, and bottom. You might be driving a lot of traffic to your website through different channels but still, your sales are not where they should be. 

In this blog, we will focus on the impact of the people coming out of the bottom of your business funnel on the people going into the top of it. 

I’m a Hubspot certified in inbound marketing. This blog contains data from Hubspot inbound marketing course that I see as a huge value to share with business leaders.

There are two different paths for people who made it to the bottom of the funnel.

Positive and negative

In the business world, the people coming out of the bottom of your company funnel can have a huge impact on the people going into the top of it. If your customers love your company and love your product, they’ll tell their friends to come to buy from you as well–which means the bottom of the funnel can feed the top of the funnel.

In the physical world, that’s impossible–it’s hard to imagine how that could ever happen–but in the business world, that’s just good business. Additionally, if the people who buy from you have a bad experience, if they’re unhappy with the way you treated them, they’ll tell their friends about that, too.

This means that the people coming out of the bottom of the funnel can prevent other people from entering the top of the funnel. Thinking of real funnels in the physical world, it’s hard to imagine a circumstance in which the stuff that’s already exited the bottom of the funnel could somehow go back up to the top and prevent other stuff from coming in.

But this is an important fact about human nature that every business leader needs to understand. The attitude of people when they come out of the bottom of your funnel directly impacts the number of people who are willing to enter the top of the funnel

So, what drives both paths?

The answer is: Attitude & Experience 

The experience and attitude of people coming out of your funnel highly impact the number of people willing to give your business a shot and enter the top of the funnel.

As we say Happy wife = Happy life

In business, Happy customers = Growth & Scale

Happy customers are your business’s best ally and cheerleaders, they will promote your business for free. They’ll defend your business, they’ll produce the energy that fuels your growth.

Everything you do should revolve around creating as many customers as possible who will drive positive energy to the funnel to accelerate your growth goals. 

That’s why inbound marketing is a wheel when you add energy to a flywheel, it starts to spin. If you add more energy to it, it spins faster.

What is your sales process?

You must define the steps your sales team takes to help a qualified lead to become a customer

Sample of the typical sales process. May differ based on industry

Today, we have plenty of data available. Your business should have some data whether from a CRM that you’re using or maybe a data warehouse that you built. You can analyze your data to identify any gaps in your sales process. If you don’t have data on your sales process, we can help you to get started. 

Hypothetically speaking, if you look at sales process data, you’ll most likely find that a big number of people (leads) make it to the first step of your sales process, this number shrinks in the second step, and so on until the last step, where the least number of people (leads) make it to.

With good data, you can identify any significant drops between any steps. It could be between step one to step two or between step four and five. 

No matter which step, you should do an analysis to figure out what the challenge is and start working on identifying and implementing solutions. 

By adding the attract, engage, and delight approach to the top of your funnel people, you’ll be able to identify more areas of improvement to your sales process.

At Adly Media, we can help you build the process of attracting, engaging, and delighting your customers.

I hope that you found value in this blog. I appreciate your comment and feedback and I welcome any questions!

Author

Hatem Abdou

Founder & CEO Of Adly Media, LLC

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