Everyone knows that CRM is a complex field, requiring a deep understanding of customer data, behavioural browsing data, shopping data, and engagement metrics. It’s about knowing the customer lifecycle from the moment they’re acquired to their current stage. Building a strong CRM strategy isn’t easy, but some fundamental concepts are essential to making it effective. Here, I’ll cover three foundational CRM journeys that are critical for establishing a simple yet efficient CRM strategy. If I were to start from scratch, these three journeys would be the foundation.

1. The Welcome Journey

Every customer begins as a lead. If you’re interested in exploring the customer lifecycle further, check out my other article. When a lead signs up on your website and consents to join your CRM database, they’ve expressed interest in engaging with your brand. This is where the Welcome Journey comes into play. You need to ensure that leads gain an understanding of your brand’s unique selling points (USP), values, and the incentives that encourage them to sign up—be it an offer, a gift, or some other hook.

In my experience, too many companies overlook this fundamental step. Brands often have multiple sign-up touchpoints but fail to deliver a consistent message across them. They might promise one thing but fail to communicate it effectively in the welcome emails, leading to confusion about the brand's value. This inconsistency can be detrimental to initial engagement. At this stage, it’s also important to show gratitude. Recognise the value of the data they’ve entrusted to you—many businesses underestimate this aspect.

2. The First Purchase Journey

The next crucial step is setting up a First Purchase Journey. Once a lead has joined your database, they become a potential customer. Now you have the tools to turn this interest into a transaction. Remember, the goal isn’t just to see leads as revenue opportunities; it’s about helping them discover the value of your products or services.

New leads are most likely to convert within the first 15 days, so this window is vital. Use this time to present targeted offers or welcome discounts that can entice them to make their first purchase. If you don’t address their interest quickly, there’s a risk they’ll find a solution elsewhere. This journey should target leads who haven’t purchased yet, using a more proactive approach to make sure they see the benefits of becoming a customer. If they don’t convert now, they may soon become cold leads.

3. The Win-Back Journey

Finally, let’s talk about the Win-Back Journey. Retention is vital for sustainable growth, and the win-back flow is essential for re-engaging customers who may not have repurchased within their typical timeframe. Different industries have different repurchase patterns, but understanding when a customer usually repurchases allows you to reach out just before they become inactive.

This journey is your opportunity to remind customers of what they loved about your brand and entice them to return. Once a customer lapses, it becomes much harder to bring them back, so a well-timed win-back campaign can make all the difference in preventing customer churn.

By integrating these three foundational CRM journeys, you’ll ensure a strong onboarding, conversion, and retention process for your customers. Do you have these journeys in place? If not, now might be the perfect time to get started.

For advice or support, feel free to reach out!

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