CRM For Dummies

Chapter 5

Creating Story Arcs and Buyer Journeys with CRM

IN THIS CHAPTER

Maximizing exposure to you and your brand

Making the first impression a good one

Building process that converts leads to clients better than anyone else

Turning customers into advocates

The journey that someone takes from first exposure to your brand to becoming a customer can be a long and complex one. In many ways, this journey is similar to a story, with twists and turns and unpredictable parts. That doesn’t mean you have no control over a customer’s journey. To the contrary, good process combined with solid understanding of your market gives you the power to write the story for your customers.

The story of a customer’s journey may be long, and there may be many variations to it, but you can your CRM to measure the entire journey. When you combine all the steps in a customer’s journey into a single, flexible platform, you can track and influence that journey.

Keeping track of where customers come from and ...