CUSTOMER JOURNEY MAP, WHY THEY DO OR DON’T BUY

The customer journey map, why they do or don't buy with Bob Berry

That basic phenomenon of simply not being able to complete the task is one of the major things that we encounter.
The vast majority of what happens on the customer journey is based on individuals, making individual choices within the experiences that we provide them.
You have to find some way to be with them and observe them experiencing all of those things or any one of those things as they experience it. So you get to be inside their heads, inside their hearts, understand their motivations, understand where they're succeeding, where they're failing. 
One of the great benefits, the beauty of digital marketing is that we collect all this data and over the last 20 years, we've gathered a tremendous amount of information about our clients.

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Customer journey success factors have two dimensions. It's what is the customers or users or prospects success factor, and what is your success factor as a business?

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Doug: Well, welcome back. This is just another episode of Real Marketing Real Fast. Today's guest is Bob Berry. He is a principal at a company called AnswerLab where he's guiding companies like Google, Apple, Amazon, Facebook, and many others to create new optimal online experiences. He's also the founder of a company called the Human-Computer Mastermind Academy. I had such a great conversation with Bob. You're going to want to listen because he's going to help you understand and answer the question of why. Why do people engage with your brand? Why do people engage through social media, why don't they? Why do they buy, why don't they buy it? What experience are they having when they're interacting with you?

Bob's experience is helping businesses confront the world-changing pandemic shock that's happening, that's rocking the world, but he teaches you how to relearn what your customer's experiencing, what your customers want and what your customers expect and how do we as business owners create this optimal online experience as fast as we can to make sure that we're able to compete and win in our business. I'd like to welcome Bob to the Real Marketing Real Fast podcast today. Hey, Bob, super excited to have you on the show today. Welcome to the Real Marketing Real Fast podcast.

Bob Berry: Thanks, Doug. Glad to be here, looking forward to having a chat with you.

Doug: Well, you might be, and this isn't a comment on my other guests, but you might be the smartest academic person that I've had on my show. I was looking through all the details and what you do, but what I really admire is that you apply it to help your clients move the dial, increase their business efficiency and make it more profitable. Do you want to share with our listeners just a little bit about what it is that you do and how you make that happen?

Bob Berry: Yeah. I appreciate that. Yes. My expertise is user experience and we define that pretty broadly. We look at the full context of what prospects customers, users are doing in their lives, whether they're a B2B for a personal perspective, or B2C from a business perspective. We really want to understand who these people are as purchasers, as potential clients, as collaborators, whatever role we see them and we really want to understand what their lives are and really understand how they make decisions. 

What is it that motivates them? What are their needs, their interests, their passions, how are they going to engage you as a business? How are they going to respond to whatever marketing programs you have? At the moment in my professional world, that takes two forms.