Joris's Links:
LinkedIn: https://www.linkedin.com/in/joriscuesta
Twitter : @joriscuesta
Instagram: https://www.instagram.com/joris_cuesta/
In this insightful episode Joris Cuesta guides us through the Customer Journey process and gives us the inside look at what your customers need to go through to feel truly nurtured and connected to you and your company.
Since the recording, Joris has been appointed Head of Marketing, Brand and Partnerships for Save Our Sons Duchenne Foundation, the peak body for Duchenne in Australia, the most common form of muscular dystrophy in Children.
Most recently, he led the brand, strategic partnerships and events for The Entourage, a revolutionary education company delivering programs to thousands of entrepreneurs in Australia and New Zealand, recently awarded 4th best workplace 2015 in Australia.
Throughout his time, he successfully completed a rebrand of its founder’s personal brand and launch of his latest book, Unwritten. Joris’s responsibilities also included end-to-end management of The Unconvention, Australia & New Zealand's roadshow event listed in the top 3 Worldwide Conferences by Entrepreneur.com. Other key achievements include the significant improvement of their NPS score and securing strategic partnerships with Microsoft, Hewlett Packard, Pernod Ricard Group and more.
Joris graduated from UTS & the University of Miami, also an Entrepreneur, he founded Superkoala, a new concept of e-business agency for overseas tourists and Generation Y students, which he since sold and worked for operating pioneers within the hospitality industry Merivale and the Cannes Film Festival.
Colleagues know him as a straight shooter and for his can do attitude. Joris is a highly creative individual for which the businesses best interests come first, he spends a lot of time understanding the business needs to best implement strategic improvements.
Specialities: Rapid Growth, Branding, Marketing, Strategic Partnership, Strategic Business Development & Leadership The Entourage - Achievements: • Voted BRW's 4th Best Place to Work 2015 (companies with Under 100 employees) • The Unconvention voted World top 10 Best Conferences for Entrepreneurs by Entrepreneur.com • Telstra Business Awards - Medium Business Award Finalist 2016 • Unwritten Book listed #1 Business Bestseller in its first week Merivale - Achievements: • The Merivales Awards - Finalist for Best Host /Customer Experience Award • The Merivales Awards - Merivale venue of the year 2014 - Ivy • Club Night Of the Year 2014 - Pacha Sydney @ Ivy • National AHA Award Winner for Overall Hotel of the Year 2014 - Ivy
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HOT-SEAT NOTES by Joris Cuesta
The Customer Journey
Most customer journeys fall into one of two categories, however, walk your customers through the seven phases of their journey and see the magic unfold!
1. The first phase is assessing. The customer simply assesses if he wants to do business with you.
2. Next is admitting: The customer makes a purchase. He admits to himself and to you, by signing a contract or buying your product, that he believes that your service or product is of need.
3. It is commonly known as “buyer’s remorse,” the “anxious phase.” While you celebrate the customer, he/she is second-guessing their decision.
4. The next phase is activating; the energetic motion where the business begins officially delivering on the promises - You want people to feel energized. This is the time to bring a lot of force, energy, and drive to the relationship.
5. Acclimating phase; the customer is getting used to doing business with you. Regardless of your team having completed onboarding, software implementation... hundreds of times, it will be a first for your customer. This is a vital part of relationship-building because the customer is figuring out if he/she wants to have a long-term relationship with you.
6. Adopting phase. The customer is now taking ownership of the relationship. For example, Apple fan... has a relationship with them, in which he has adopted them fully. You get on various sites to see what’s coming next and watches keynotes about soon-to-be-released products. You've taken ownership of the marketing and the sales.
However: All businesses seek the 7th stage: Advocating. This is when customers become raving fans. They have to tell everyone they know what a great experience they’ve had with you, and what a great product or service you have. They also try to drive as many new people to sign up to be a part of your business as soon as possible. What’s fascinating... most companies fail at the acclimating stage. They never properly acclimate their customers, which means the customer never adopts the relationship and never becomes an advocate.
The process of how to ask for feedback breaks down into an acronym.
You should be focusing on the first 100 days.
The acronym is FIRST.
1. Find out what’s important to your customers
2. Investigate a little deeper
3. Respond in a way that shows you care
4. Surprise them to keep the relationship interesting and exciting
