One of the 6 things that all customers want is to be kept informed.

You need to work out what information your customer wants, when they want it, and how they want it. This includes not only the method of delivery, but the language you use – try to avoid complicated, technical terms unless your customer will understand them.

The easiest way to work out what information your customer needs, and when, is to map their customer journey. This can be done very simply:

First, what stage of the journey are they at?

This could be:

Awareness – they have just become aware of your business. What information do they need to become interested in finding out more about you? What need do they have? As an example, you are reading this because you want to learn more about growing your business – so our marketing is based around those key words, and we use them in the social media channels we know our prospective customers use.

Consideration – once you have their attention, what do they need to know? As an example, we direct potential customers to landing pages on our website. They give the customer specific information that link to the key words they searched on. We explain how we can help, how it works, and what it will cost in terms of money, time and effort. Often in this phase you will want to give advice or information that shows the prospective customer you know what you are doing and can help them.

Purchase – Once they have made the decision to buy, you need to reassure customers that they have made the right decision. Your communications need to cover what will happen, when it will happen and how it will happen. Make sure you include any instructions or training, confirm timescales and method of delivery, and provide a contact point if things don’t go to plan.

After purchase – Provide hints and tips on how to get the most from your product and/or service. Make sure customer queries are answered quickly and in full. Track any queries to see if you need to provide more information, clarify existing information or make it more obvious where to find information along the customer journey. Look to be proactive if possible – if customers will be regular purchasers of your product for example, keep a note of when they reorder and start to send prompts when it looks as though they are nearly ready to order again.