How to align your technology with the customer journey

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Most supply chain businesses struggle to connect their technology with customer needs.

But aligning your tech stack to the customer journey is crucial for growth.

Here's a 6-step framework to do it right:

(if you’d prefer to watch a video rather than reading text, click here)

1️⃣ Awareness: Use online ads and SEO to get found

In this stage, potential customers are just learning about your brand.

To capture their attention:

• Implement targeted Google Ads campaigns focusing on relevant keywords

• Optimize your website for search engines (SEO) to improve organic rankings

• Use social media advertising to reach your ideal audience

Example:

A plumbing supply company might run ads for "commercial plumbing parts" and optimize their website content around specific product categories.

2️⃣ Consideration: Optimize product pages and use CRM for personalized messaging

Once prospects are aware of your brand, they'll start comparing options.

To stand out:

• Create detailed, benefit-focused product pages with high-quality images and videos

• Use your CRM to segment visitors and send personalized follow-up emails

• Implement abandoned cart reminders to recapture lost sales

Example:

The plumbing supply company could create comparison charts for different pipe fittings and send personalized emails showcasing relevant products based on a visitor's browsing history.

3️⃣ Acquisition: Implement seamless checkout across sales channels

Make it easy for customers to buy from you, whether online or in-store:

• Offer multiple payment options (credit card, PayPal, financing)

• Create a mobile-friendly checkout process

• Implement guest checkout for faster purchases

Example:

Allow commercial plumbers to easily create accounts, save favorite products, and reorder with just a few clicks.

4️⃣ Service: Integrate CRM and ERP for smooth order fulfillment

Deliver an excellent post-purchase experience:

• Send automated order confirmations and shipping updates

• Provide real-time inventory information to sales teams

• Offer easy returns and exchanges

Example:

Automatically notify customers when their order is picked, packed, and shipped. Provide tracking information directly through your website or app.

5️⃣ Nurturing: Use email marketing and buyer portals to encourage repeat purchases

Keep customers engaged and coming back:

• Create segmented email campaigns based on purchase history

• Offer a self-service portal for easy reordering and account management

• Provide educational content and product tips

Example:

Send tailored emails showcasing complementary products or maintenance supplies based on recent purchases.

6️⃣ Loyalty: Offer easy reordering and special perks for regular customers

Reward your best customers and keep them coming back:

• Implement a points-based loyalty program

• Offer exclusive discounts or early access to new products

• Create a VIP tier with enhanced benefits for top spenders

Example:

Provide commercial plumbers with bulk ordering discounts, priority shipping, and dedicated account managers.

This framework helped a distribution client increase sales by 30% in 6 months.

The key?

Mapping each stage to specific tech solutions.

Here's a visual breakdown of how tech impacts each stage of the customer journey:

Start with a gap analysis to identify your biggest opportunities:

1. Assess your current tech stack and customer touchpoints

2. Identify pain points and areas for improvement

3. Prioritize changes based on potential impact and ease of implementation

Then implement changes step-by-step, focusing on quick wins first:

1. Choose one stage of the customer journey to improve

2. Select and implement the appropriate technology solution

3. Train your team on new processes and tools

4. Measure results and adjust as needed before moving to the next stage

Final Thoughts

By aligning your tech stack with the customer journey, you'll create a seamless experience that drives growth and loyalty.

Start small, focus on impact, and continuously improve.

Want a full breakdown of how to get started?

Watch this:

Here’s another article you might find useful:

96% of Supply Chain Businesses Make This Costly Mistake

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.