Avionics News February 2014 - 64

BUSINESS BASICS

Continued from page 63

Charting your customer path starts
with identifying all the steps a typical
customer takes as they walk through
the buying cycle. Put yourself in the

customer's shoes - or ask real customers, enlist a secret shopper or do
all of the above - and play the "I want
to" game to focus on how they move
through identifying shops, choosing
among several, making a purchase,
receiving the service and evaluating

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Max-Viz.com

s e e c l e a r ly, f ly s a f e ly ®
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V I Z ® by:

Enhanced Vision Systems

64

avionics news

*

february

2014

Max-Viz

the end result. If you plot each of
these steps along a line, you get a
graphic depiction of a buying path.
For each step, determine what your
customers are trying to do, what
expectations they have, and what process they use. Consider, too, what
emotions they likely experience in
this situation on a scale of pain to
pleasure. If you're so inclined, plot
these emotions against the buying
path, and connect each point to illustrate those emotional peaks and valleys, sort of like a "shopping EKG."
Evaluate how each of your touch
points might play into these questions, such as your advertisements,
directory listings, signage, trade
shows, websites, referrals, initial calls
and contracts. For example, if he or
she is new to your shop, they'll spend
time on your website, where they may
find articles to help research services
and make online inquiries. If your
site is confusing, that's what they will
feel, and if they have to complete a
long form to ask a simple question,
this will sour perception, too.
Identify through customer research
and team experience the most commonly used touch points, and determine
how important they are to the buying
process. While a bad experience at one
point, such as waiting several days for
a returned inquiry call, may be irritating, it probably won't kill a sale. But
difficulty in, for example, drafting a bid
may very well put them off.
With this in mind, consider how
you'd rather the customer feel at each
step, and what you can do to affect
it, according to AnswerLab. Identify,
too, who in your shop is directly
responsible for delivering the touch
point, and collect any complaints
you have to tag existing problems.
This, certainly, isn't to place blame;
instead, it's a chance to see where
potential breakdowns occur, such
as passing the customer from one
department of your shop into another.
Finally, consider running the map



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Avionics News February 2014

Table of Contents for the Digital Edition of Avionics News February 2014

Point of Communication
AEA Now
International News and Regulatory Updates
PS Engineering Nearing 30
Avionics Shop Customers Must Meet ADS-B 2020 Equipage Mandate
Member Profile
WAAS My Options?
A Conversation With...
No Strings Attached
AEAviators
Rockwell Collins' HeliSure Safety Enhancement Technology for Helicopters
Member Profile
Marketing Report Card
Emotional Connection
The Dependant Navigation Systems AET Endorsement
Business Basics
What's New
Marketplace Classifieds
Avionics News February 2014 - Intro
Avionics News February 2014 - Cover1
Avionics News February 2014 - Cover2
Avionics News February 2014 - 1
Avionics News February 2014 - 2
Avionics News February 2014 - 3
Avionics News February 2014 - Point of Communication
Avionics News February 2014 - 5
Avionics News February 2014 - AEA Now
Avionics News February 2014 - 7
Avionics News February 2014 - 8
Avionics News February 2014 - 9
Avionics News February 2014 - 10
Avionics News February 2014 - 11
Avionics News February 2014 - 12
Avionics News February 2014 - 13
Avionics News February 2014 - 14
Avionics News February 2014 - 15
Avionics News February 2014 - International News and Regulatory Updates
Avionics News February 2014 - 17
Avionics News February 2014 - 18
Avionics News February 2014 - 19
Avionics News February 2014 - PS Engineering Nearing 30
Avionics News February 2014 - 21
Avionics News February 2014 - 22
Avionics News February 2014 - 23
Avionics News February 2014 - Avionics Shop Customers Must Meet ADS-B 2020 Equipage Mandate
Avionics News February 2014 - 25
Avionics News February 2014 - Member Profile
Avionics News February 2014 - 27
Avionics News February 2014 - 28
Avionics News February 2014 - 29
Avionics News February 2014 - WAAS My Options?
Avionics News February 2014 - 31
Avionics News February 2014 - 32
Avionics News February 2014 - 33
Avionics News February 2014 - A Conversation With...
Avionics News February 2014 - 35
Avionics News February 2014 - No Strings Attached
Avionics News February 2014 - 37
Avionics News February 2014 - 38
Avionics News February 2014 - 39
Avionics News February 2014 - AEAviators
Avionics News February 2014 - 41
Avionics News February 2014 - Rockwell Collins' HeliSure Safety Enhancement Technology for Helicopters
Avionics News February 2014 - 43
Avionics News February 2014 - 44
Avionics News February 2014 - 45
Avionics News February 2014 - Member Profile
Avionics News February 2014 - 47
Avionics News February 2014 - 48
Avionics News February 2014 - 49
Avionics News February 2014 - Marketing Report Card
Avionics News February 2014 - 51
Avionics News February 2014 - 52
Avionics News February 2014 - 53
Avionics News February 2014 - Emotional Connection
Avionics News February 2014 - 55
Avionics News February 2014 - 56
Avionics News February 2014 - 57
Avionics News February 2014 - The Dependant Navigation Systems AET Endorsement
Avionics News February 2014 - 59
Avionics News February 2014 - 60
Avionics News February 2014 - 61
Avionics News February 2014 - Business Basics
Avionics News February 2014 - 63
Avionics News February 2014 - 64
Avionics News February 2014 - 65
Avionics News February 2014 - What's New
Avionics News February 2014 - 67
Avionics News February 2014 - 68
Avionics News February 2014 - 69
Avionics News February 2014 - Marketplace Classifieds
Avionics News February 2014 - 71
Avionics News February 2014 - 72
Avionics News February 2014 - Cover3
Avionics News February 2014 - Cover4
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