Boost Repeat Business by Optimizing Your Tech Stack

Author

Matt Harris
October 07, 2024

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Too many businesses invest in tech without considering the customer experience.

Here's a proven 6-step framework to map your tech stack to the customer journey:

1️⃣ Awareness

Online ads, SEO (sales channels)

In this stage, potential customers like Bob, a commercial plumber, become aware of your business. Your tech stack plays a crucial role here:

  • Online ads: Use platforms like Google Ads or social media advertising to reach your target audience. For example, you might create ads showcasing your wide range of plumbing supplies.

  • SEO: Optimize your website to rank for relevant keywords. If Bob searches for "commercial plumbing supplies," you want your site to appear at the top of the results.

Your sales channels, particularly your website and advertising platforms, are the key tech components here.

2️⃣ Consideration

Website, product pages (sales channels + CRM)

Now that Bob knows about your business, he's considering making a purchase. Your tech stack needs to support this stage:

  • Website: Ensure your site is user-friendly and informative. Include detailed product descriptions, high-quality images, and easy navigation.

  • Product pages: Create comprehensive pages for each product, including specifications, pricing, and availability.

  • CRM: Start tracking Bob's interactions with your site. If he abandons his cart, your CRM can trigger a follow-up email.

Your sales channels (website) and CRM work together to provide a seamless consideration phase.

3️⃣ Acquisition

Checkout, purchasing (sales channels + ERP)

Bob decides to make a purchase. Your tech stack should make this process smooth:

  • Checkout: Implement a user-friendly checkout process with multiple payment options.

  • ERP: As soon as Bob places an order, your ERP system should update inventory levels and initiate the fulfillment process.

Your sales channels handle the front-end of the purchase, while your ERP manages the back-end operations.

4️⃣ Service

Emails, chat, delivery (CRM + ERP)

After Bob's purchase, it's crucial to provide excellent service:

  • Emails: Send automated order confirmations and shipping updates.

  • Chat: Offer real-time support for any questions Bob might have.

  • Delivery: Use your ERP to manage logistics and ensure timely delivery to Bob.

Your CRM handles customer communications, while your ERP manages order fulfillment.

5️⃣ Nurturing

Email marketing, buyer portal (all 3 layers)

Now it's time to encourage Bob to become a repeat customer:

  • Email marketing: Send personalized product recommendations based on Bob's purchase history.

  • Buyer portal: Create a dedicated space for Bob to easily reorder products and view his purchase history.

This stage uses all three layers of your tech stack:

  1. Sales channels

  2. CRM

  3. ERP.

6️⃣ Loyalty

Reviews, special offers (sales channels + CRM)

Finally, turn Bob into a loyal customer:

  • Reviews: Encourage Bob to leave reviews on your site or third-party platforms.

  • Special offers: Use your CRM data to send Bob personalized discounts or early access to new products.

Your sales channels display reviews and offers, while your CRM manages customer data and communications.

The key?

Integrate your sales channels, CRM, and ERP to create a seamless experience.

When your tech stack aligns with the customer journey, you'll see:

✅ Higher conversion rates

✅ Increased customer satisfaction

✅ More repeat business

Start by mapping your current tech to these 6 stages.

Then, identify gaps and prioritize improvements.

Your customers (and bottom line) will thank you.

Want more?

That’s a wrap for this week,

See you next week,

Matt

Here’s another couple of articles you might find useful:

Whenever you're ready, here's how we can help you:

Harris Web Works is a digital transformation agency that helps supply chain partners (manufacturers, wholesalers & distributors) meet new generational buyer demands & expectations by installing streamlined e-commerce systems.

To learn more about how we can help you future-proof your business, click here.