Read the Lesix Blog

blog image

What is the Customer Value Journey? A Guide for Success

April 10, 202313 min read

What is the customer value journey? Understanding the CVJ can be a game-changer for small business owners looking to break through plateaus in their growth. This comprehensive approach to marketing strategy involves guiding potential customers through a step-by-step process, ultimately transforming them into loyal advocates of your brand and improving customer retention.

In this blog post, we will delve deep into helping customers move through the customer value journey and explore how each stage contributes to creating satisfied customers who actively spread the word about your products or services. We'll also discuss the importance of mapping out your customer journeys and provide real-life examples of successful implementations.

As you navigate these insights on what is the customer value journey, you'll discover strategies for enhancing retention through entry-point offers, encouraging advocacy with promote stage tactics, and leveraging technology applications alongside research methodologies. By applying these principles effectively, you can create memorable experiences that drive real profits for your business.

What is the customer value journey?

Explore the eight-stage process that makes up the Customer Value Journey, providing a step-by-step framework for attracting, converting, and retaining your best customers. Understanding this journey is crucial to improve conversions and customer retention in your business.

Creating awareness about your brand or product

In order to maximize customer engagement, it is essential to generate visibility for your brand or product. This can be done through various marketing strategies such as content marketing, social media advertising, search engine optimization (SEO), and more. The aim is to make sure that when individuals are looking for services related to what you provide, they discover your company first.

Utilizing lead magnets to capture contact information

A key component of any successful digital marketing strategy is capturing contact information from interested prospects so you can nurture them into becoming loyal customers later on down the line. One effective way of doing this is by offering valuable resources such as eBooks or white papers in exchange for their email address via a lead magnet.

Building trust through entry-point offers

An essential aspect of turning leads into paying customers involves building trust through high-value yet low-risk entry-point offers. These initial engagements set a strong foundation for long-term relationships with clients while minimizing risk on both ends; think free trials or heavily discounted products/services that showcase how well-equipped you are to meet their needs.

Ascension offers geared toward profits

Once your customer has made their first purchase, it's time to introduce your core offer. These are higher-priced products or services that provide even more value than what they initially purchased. The goal here is not only to generate real profits but also continue building trust with your clients by showing them how much more value they can get from working with you long-term.

Knowing the stages of the CVJ is imperative to grasping how clients interact with your organization and how you can refine their experience. With this knowledge, it is important to map out the customer journey in order to identify key touchpoints that will lead to increased lifetime values for customers.

Key Takeaway: This article outlines the eight stages of the Customer Value Journey, which provides a comprehensive framework for attracting and retaining customers. It covers strategies such as creating awareness about your brand or product, utilizing lead magnets to capture contact information, building trust through entry-point offers, and offering ascension offers geared toward profits - all essential steps to create long-term relationships with clients while maximizing profitability.

Importance of Mapping Out Your Customer Journey

Companies that map out their customer journey are more likely to succeed in helping customers move through the CVJ who read articles or watch videos related to their business. By understanding the different stages your customers go through, you can create effective experiences tailored specifically for each stage of engagement with prospects. A good digital marketer knows this not only helps in improving overall lifetime values for customers but also allows businesses to identify and address any gaps or pain points within the journey.

Identifying Key Touchpoints Within the Journey

To improve your customer experience, it's crucial to recognize key touchpoints where interactions between your brand and potential customers occur. Identifying these touchpoints, such as social media posts, email campaigns, website visits and face-to-face conversations at events can help to gain insights into customer behavior and preferences that will inform tailored marketing strategies. By analyzing these interactions, you can gain valuable insights into customer behavior and preferences which will help tailor marketing strategies accordingly.

  • Create awareness about your brand: Use content marketing tactics like blog posts and informative videos that resonate with your target audience.

  • Capture contact information: Offer lead magnets such as ebooks or webinars in exchange for visitors' email addresses.

  • Nurture leads through personalized communication: Send targeted emails based on subscribers' interests and actions taken on your site.

  • Promote products/services effectively: Utilize various channels like social media ads, search engine optimization (SEO), and influencer partnerships to reach a wider audience base.

Improving Overall Lifetime Values for Customers

The ultimate goal of mapping out your customer journey is to increase the customer lifetime value (CLV) by enhancing their experience with your brand. By understanding how customers move through different stages, you can identify opportunities for upselling and cross-selling products or services that cater to their specific needs. This can lead to greater customer satisfaction as well as improved income.

  • Offer personalized recommendations: Use data-driven insights to suggest relevant products/services based on individual preferences and purchase history.

  • Create loyalty programs: Reward loyal customers with exclusive discounts, early access to new launches, or other special perks that encourage repeat purchases.

  • Maintain open communication channels: Address any concerns or queries promptly through responsive customer support via email, phone calls, or social media platforms.

  • Gather feedback regularly: Conduct surveys and collect reviews from clients which will help improve future offerings while making them feel valued as part of the decision-making process.

Incorporating these strategies into your marketing efforts will ultimately lead to better retention rates and higher CLVs for your business. Remember that a well-defined customer journey is essential in creating memorable experiences that keep clients coming back for more.

Mapping out your customer journey is an essential part of understanding the motivations and expectations of customers. By strategically offering entry-point offers, you can increase retention rates while minimizing risk to your business.

Key Takeaway: Mapping out the customer journey is essential to creating memorable experiences and increasing lifetime value for customers. Companies should identify key touchpoints within the journey, provide personalized recommendations and rewards, maintain open communication channels, and gather feedback regularly in order to maximize their ROI from marketing efforts.

Strategies for Enhancing Retention Through Entry-point Offers

Dive into strategies on how high-value yet low-risk entry-point offers play an essential role in building trust between consumers and brands while getting people excited about offerings. These initial engagements set a strong foundation for long-term relationships with clients.

Offering Quick Wins at Minimal Risk

To create successful entry-point offers, it's crucial to provide your potential customers with quick wins that require minimal risk or investment from their end. This approach allows them to experience the value of your product or service without feeling overwhelmed by commitment. Some examples of effective entry-point offers include:

  • Free trials or samples of products/services

  • Limited-time discounts or promotions

  • Educational content such as webinars, ebooks, or guides related to your industry niche

  • A consultation session where you offer personalized advice based on their needs and goals.

Generating Positive Feelings Towards Your Company

The primary goal behind offering these types of incentives is not only to encourage potential customers to make an initial purchase but also generate positive feelings towards your company. When they see the immediate benefits derived from using your product/service, they are more likely to become loyal customers who will continue doing business with you over time.

Customer experience (CX) plays a significant role in creating happy customers who will actively spread the word about their satisfaction within their network—essentially becoming brand ambassadors for free. Here are some ways you can enhance CX through entry-point offers:

  1. Personalize the experience by addressing customers by their names and tailoring content to their preferences.

  2. Provide top-notch customer service, from initial inquiries to post-purchase follow up, for a seamless and engaging experience.

  3. Continuously refine your product/service based on customer input, illustrating that their views are valued and their requirements taken seriously.

Incorporating these strategies into your marketing efforts will help build trust with potential clients while creating a memorable experience that encourages them to become loyal advocates for your brand. By focusing on providing high-value entry-point offers and delivering an outstanding customer experience, you'll be well on your way towards improving retention rates and driving real profits for your business.

By offering quick wins at minimal risk and generating positive feelings towards your company, businesses can enhance customer retention through entry-point offers. To further encourage advocacy, tactics such as incentivizing existing customers who refer others and measuring success through referral rates should be employed.

Key Takeaway: Using high-value yet low-risk entry-point offers, businesses can create quick wins and generate positive feelings towards their company. To do this successfully, companies should personalize the experience for customers, offer exceptional customer support throughout the journey and continuously improve productsservices based on feedback from customers.

Encouraging Advocacy Through Promote Stage Tactics

In today's competitive market, it is essential to have satisfied customers who actively spread the word about your brand. One of the most effective ways to achieve this is by implementing promote stage tactics in your customer value journey. These strategies focus on turning happy customers into loyal advocates for your business.

Incentivizing existing customers who refer others

One way to encourage advocacy among your current clients is by offering incentives for referrals. Offering incentives for referrals can be done in various ways, such as providing discounts, unique deals or even monetary rewards. By providing these benefits, you are not only showing appreciation for their loyalty but also motivating them to share their positive experience with friends and family members.

  • ReferralCandy's list of referral program examples

  • HubSpot's guide on creating a successful customer referral program

Measuring success through referral rates

To ensure that your promotion stage tactics are working effectively, it is crucial to track and measure key performance indicators (KPIs) related to referrals. Some common KPIs include:

  1. Total number of referred leads generated per month/quarter/year.

  2. Average conversion rate from referred leads.

  3. The percentage increase in revenue attributed directly or indirectly from referrals.

By monitoring these metrics regularly, you will gain valuable insights into how well your marketing strategy resonates with potential customers and make necessary adjustments to improve overall results.

For more information on measuring referral success, check out Referral Rock's guide on tracking referral program metrics.

Incorporating promote stage tactics into your customer value journey is a proven way to boost referrals and create loyal customers who actively spread the word about your brand. By incentivizing existing clients for their referrals and continuously monitoring the effectiveness of these strategies through KPIs, you can ensure that your business continues to grow and thrive in today's competitive market.

By encouraging advocacy through promote stage tactics, businesses can leverage the power of existing customers to reach new ones. Leveraging technology applications alongside research methodologies is a great way to optimize customer value journeys and maximize ROI.

Key Takeaway: This article explains how to effectively promote customer advocacy by offering incentives for referrals and tracking key performance indicators such as the number of leads generated, conversion rate from referred leads, and revenue increase attributed to referrals. By leveraging these strategies, businesses can ensure that their marketing efforts are paying off in today's competitive market.

Leveraging Technology Applications Alongside Research Methodologies

Examine how combining research methodologies alongside digital tools like tracking applications across multiple channels enables businesses such as Sonos, Nordstrom, Sungevity, Pega Systems Inc., ClickFox LLC., etc. to evaluate their customers' journey automatically, leading to improved customer retention.

Utilizing Advanced Tracking Tools for Evaluating the Journey

To optimize your marketing approach and gain better insight into customer behavior, advanced tracking tools should be utilized to track the customers' journey. Some popular tools include:

  • Google Analytics: A powerful tool that provides valuable data on website traffic, user demographics, and conversion rates.

  • Hotjar: This platform offers heatmaps and visitor recordings to better understand user interactions with your website.

  • Crazy Egg: Similar to Hotjar, Crazy Egg also uses heatmaps and scroll maps but focuses more on A/B testing for optimizing web pages.

Implementing Open-Ended Testing Through Journey Software

In addition to using advanced tracking tools, implementing open-ended testing through journey software can provide further insight into potential customers' experiences at each stage of their interaction with your brand. By continuously monitoring these stages, such as awareness creation or entry-point offer engagement, you can identify areas where improvements are needed, ultimately leading to satisfied customers and loyal clients.

Some journey software options include:

  • LesixProThis platform is ours and built specifically for small businesses to fully optimize their customer value journey. At $199/month, it's both affordable and robust so small businesses do not become overwhelmed like larger platforms.

  • Adobe Experience Platform: This platform offers a comprehensive suite of tools for managing customer journeys across channels, including data analysis and optimization features.

  • Salesforce Marketing Cloud: A popular choice among businesses, this cloud-based solution provides an integrated approach to marketing automation, analytics, and personalization.

  • Kustomer Journey Builder: Designed specifically for customer service teams, Kustomer Journey Builder allows you to map out the entire customer journey while tracking key performance indicators (KPIs) along the way.

Taking advantage of these technologies alongside research methodologies will enable your business to gain deeper insights into your target audience's needs and preferences. By understanding their motivations at each stage of the customer value journey—whether it's through entry-point offers or ascension promotions—you can create memorable experiences that keep them coming back for more.

By leveraging technology applications alongside research methodologies, businesses can gain a better understanding of their customer value journey and optimize it to increase revenue. To further understand how successful companies have implemented the customer value journey, we will look at real-life examples from Sungevity and Nordstrom in the next heading.

Key Takeaway: Using advanced tracking tools and journey software, businesses can gain insight into their customers' value journeys. By understanding customer needs at each stage of the process, they are able to create a more personalized experience that will keep them coming back for more. By leveraging journey analytics, companies can hone their promotional efforts and ensure sustained prosperity.


When answering the question, "What is the customer value journey?", understand its importance to any successful business in retaining its customers. By utilizing customer retention, initiating efficient onboarding procedures and applying automation to your marketing plan, you can maximize the success of your business by providing customers with advantageous experiences that keep them returning. With proper analysis and measurement tools in place to track progress along this journey, businesses will be well-equipped to understand how their efforts are paying off over time.

As a Digital Marketer Certified Partner, The Lesix Agency is well suited to help you build a path to doubling your sales. Click Here to schedule your FREE Double Your Sales Discovery Session and start your path to consistent, predictable growth.

what is the customer value journey
blog author image

The Lesix Agency

If you are burning cash, wasting time, and your business is stuck, you are on a path to failure. That's okay, though! It just means there is a genuine opportunity to grow (and they are near limitless).

Back to Blog

Lesix Companies LLC

80 Seven Hills Blvd

Suite 101 #103

Dallas, GA 30132

We use cookies to analyze our website traffic and tailor your experience. We also utilize that information for digital advertising. We also share information about your use of our site with our social media, advertising and analytics partners who may combine it with other information that you’ve provided to them or that they’ve collected from your use of their services. By using this website, you consent to the Privacy Policy. This website is not affiliated nor part of any network of sites outside of the Lesix Family of Companies.

Important: Earnings and Legal Disclaimers

We believe in hard work, adding value, and serving others. We cannot and do not make any guarantees about your own ability to get results or earn any money with our ideas, information, programs, or strategies. Nothing on this page, any of our websites, or emails is a promise or guarantee of future performance or earnings. Any financial numbers referenced here, on any of our sites, or communications are simply estimates or projections or past results, and should not be considered exact, actual or as a promise of potential earnings. This website makes no guarantees about estimates of potential direct mail projects, printing, design, or any other elements.