Every architect who started their studio has an objective – to grow – and customer journey optimization is the answer.
Many variables cross a customer’s mind when deciding to purchase a service, especially when the amount of money at stake is significant.
There are four (4) stages every customer seeking a solution goes through:
- Awareness
- Consideration
- Decision
- Customer Experience
Awareness:
Every purchasing process starts with a need and this is the starting point of the customer to finally choose your studio or firm as the best option.
The hardest and most important part of this stage is to get customers to get to know about you (your studio or firm), and that you have the right service to satisfy their needs.
To start, it is vital to know who your ideal customers are, to know what they are searching for and what their behavior and preferences are.
Your marketing efforts at this stage are to drive brand recognition and awareness.
Consideration:
Once you are part of the customer’s search, the most challenging task would be to be considered as an option to satisfy their needs, and here is where brand authority becomes the key to sweeping your competitors.
To be considered an option, you have to create a particular interest by producing valuable content that satisfies the customer’s necessities and how you solve their problem to be contacted.
Decision-Making:
Customers make decisions based on rational and emotional fundamentals, endorsed by the authority perceived, experience, and material obtained in the previous steps. But this is not the end of the process.
At his stage is when the sales process starts. Creating a sales process that returns a high conversion rate will make your company grow at an exponential rate.
Another challenge starts after the customers have said yes to your proposal and their experience with your studio. This is very important as it has an amplified effect on the industry.
If they have a positive experience, they will definitely be happy and they may even recommend your product. However, if their experience turns out to be negative, they will not hesitate to share it with their acquaintances.
Customer Experience:
Customer retention comes as the consequence of a positive experience. Remember that a happy customer means a future purchase. This is one of the two critical factors of your studio’s growth.
Growth = new customers + current customers.
It is also essential to state that the customers’ experience is based not only on the relationship formed by the signing of a contract but on all the stages, from the moment they have the need and start the process.
That is why “traditional marketing” is not enough to have an additional value over your competitors in the selling process and for the growth of your studio.
It would be best if you focused on customer journey optimization, which comprises the architect’s authority and the first interaction between the customer and the studio.
Need A Strategy To Landing Bigger Projects?
Most architecture studios and construction companies want to grow their capabilities but fail to reach the right decision makers.
If you feel you don’t have the right strategy to drive qualified leads, I can create a complimentary strategy for you.
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