Aviation Leadership and Management Skills Development – Sofema Aviation Services (SAS) www.sassofia.com considers Distribution Channels.
Introduction – How to Manage the Customer Experience Linked to the Buying Process
The Buying Process can be considered as a structured process and one in which we can engage successfully:
- Problem Recognition;
- Information Search;
- Evaluation of Alternatives;
- Purchase Decision;
- Purchase;
- Post-Purchase Evaluation.
Problem Recognition
- The customer needs:
o A reason to believe in a specific need;
o To address the problem related to how to satisfy the need.
The Opportunity – To “create a problem” for the customer in this way we start the buying process.
- Ask questions to pull the potential customer into the buying process.
- Doing this helps potential customers realize that they have a need that should be solved.
Information Search
- Once a problem is recognized, the customer search process begins.
o The customer understands an issue and looks for a solution.
The Opportunity – To Establish our brand as “The Brand”.
- Demonstrate Expertise in the Field;
- Grow Partnerships;
- Seek Sponsors.
.Evaluation of Alternatives
- Even if we “Stand Out” it does not mean we will sell our product.
- Potential Customer will do “Due Diligence” before committing.
The Opportunity – To Support Client Evaluation.
- Keep them on your site for the evaluation process!
- Establish a trusting customer relationship.
Purchase Decision
- At this point, the customer has explored multiple options;
- The customer understands pricing and payment options;
- They are deciding whether to move forward with the purchase or not.
Note: They could still decide to walk away!
The Opportunity – To Support Client Evaluation.
- At this stage, giving as much information relating to the need that was created in step one along with why your brand, is the best provider to fulfil this need is essential.
o If a customer walks away from the purchase, this is the time to bring them back.
o Retargeting or simple email reminders that speak to the need for the product in question can enforce the purchase decision.
o Even if the opportunity seems lost this remains an essential step in the buying process.
Purchase
- A need has been created,
- Research has been completed.
- The customer has decided to make a purchase.
- All the stages that lead to conversion have been finished.
Note: Аt this point it is still possible for the customer to withdraw.
The Opportunity – To Audit the buying Process.
- Test your brand’s purchase process online.
- Is it complicated?
- Are there too many steps?
- Is the load time too slow?
- Can a purchase be completed just as simply on a mobile device as on a desktop computer?
- Ask these critical questions and make adjustments.
Note: If the purchase process is too difficult, customers, and therefore revenue, can be easily lost.
Post-Purchase Evaluation
- The process has not ended.
- Future revenues and customs can be easily lost.
- After a purchase is made the customer will decide if they are satisfied with the decision that was made or not.
- They evaluate.
The Opportunity – To Audit the buying Process.
- Sending follow-up surveys and emails that thank the customer for making a purchase is critical.
Summary
To ensure we understand the six stages of the consumer buying process.
- Ensure Doing our marketing strategy addresses each stage and leads to higher conversions and long-term customer loyalty.
Next Steps
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Sofema Online introduces a new series of courses focused on the development of Soft Skills Aviation Leadership and Management Skills Development – see here for details of our Aviation Leadership Diploma: https://www.sofemaonline.com/lms/courses/268-aviation-leadership-and-management-skills-development-diploma/preview
Tags:
aviation, Aviation Leadership, Buying Process, Customer Loyality, Customer needs, Customer Relationship, Distribution Channels, Evaluation process, Leadership, Management Skills Development, Marketing, Marketing Strategy, Purchase process, SAS blogs
