The Customer Value Journey

This is very similar to the “AARRR” framework with more emphasis on producing more “magic moments” in the growth process.

The Customer Value Journey is an 8-step path that people travel as they discover your brand, build a relationship with you, and become buyers and raving fans.

The Customer Value Journey Defined

This is very similar to the “AARRR” framework with more emphasis on producing more “magic moments” in the growth process.

The Customer Value Journey is an 8-step path that people travel as they discover your brand, build a relationship with you, and become buyers and raving fans.

Step 1: Make Them Aware

You need to be on your prospects’ radar.

The first step is obvious. You need to be on your prospects’ radar.

That can happen through advertising, blog posts, events, word-of-mouth, social media, or any other channel that puts your products, offers, and solutions in front of your ideal prospects.

For this, create top-of-funnel content that gets people's attention, and then entertains or informs them.

Step 2: Get Them to Engage

Merriam-Webster defines engagement as emotional involvement or commitment. It’s about being in gear with someone, building or deepening a relationship with them.

It’s an ongoing conversation you have with them in multiple channels: blog, online community, email, customer support, etc.

Step 3: Ask Them to Subscribe

When someone likes their experience with your brand, trust begins to build. Once that happens, it’s time to ask for a small commitment that is before you ask them to make a larger commitment (EGIn web3 it is easier to get someone to join your discord then to buy your tokens or buy develop an app for your protocol)

Even though you may not be asking for money or getting them to develop a Dapp for your protocol YOU STILL MUST sell them on the benefits of joining your community or whatever micro commitment you are looking to ask of them.

Step 4: Make Them a Customer

If your initial micro offer has enough value, your prospects are often eager to deepen their commitment. This is where you can start asking them for a big commitment.

Step 5: Get Them Excited About Your Brand

How do you do that? By giving your new customer a memorable experience.

Consider offering a quick-start guide… bonus features that surprise and delight… quick wins… any content that makes your new customers happy.

Step 6: Make Them a Multi-returner

At this stage, your goal is to generate repeat buyers or focus on retention. 

Step 7: Ask Them to Spread the Love

Happy customers love to share their experience…

Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.

So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.

Step 8: Make Them a Promoter

Up until now, any “promotion” your customers have done has been passive. But in the promotion stage, your customers actively spread the word about your brands, products, and services. They tell stories, make recommendations, and share your offers because they truly believe in them.

Active promotion may be an affiliate or commission relationship—or just a free offer for sending some new customers your way. The point is, it’s a win-win for both of you.

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