Sandy Wardenburg Waggett (speaker) explains how to map the entire customer journey: identify entry points (social media, ads, presentations), map subsequent touchpoints (information requests, sales calls with team members), and locate predictable friction points—especially post-sale delays (contract, payment, website build, search ranking, asset collection). She recommends mitigating friction through over-communication and sharing resources so clients understand what happens next.
Chapters
So your customer journey map, what does that look like? Have you mapped out your entire customer journey? It should be in this folder. For us, the customer journey could start with either seeing us on social media, seeing an ad, seeing a presentation. There's many entry points. And then what happens? We draw them in to request information and then they get on a call. They get on a call with either Cheryl or me or Amanda or Mark or somebody on my team. And then what happens after that? And then what happens after that? And then what happens after that? You map out that whole journey and what those touch points are, and then where the friction points are so that you can mitigate. Where you have predictable friction. As an example with us, we have predictable friction from the time the person says, yes, let's go. They get the contract, they pay the money. And in our industry, there's just a natural delay of getting information. There's a natural delay of building the website. There's a natural delay of people waiting on the search engine algorithm to pick it up and start ranking their websites. There's a natural delay of getting all the assets we need to start a social media campaign. We know there's a delay. It's an unavoidable delay. But it does create friction for the client because they're like, I paid money. And so where is this stuff? What can we do during that delay? We can over communicate, we can share resources. We can say, okay, here's what we're doing next. Here's what we're doing next so that they're not guessing and questioning their decision. What is that in your business? Right. What are the natural and predictable friction points that you can help mitigate?
