The Customer Journey: From Problem to Solution
The customer journey focuses on the steps a customer takes
to solve their problem, which may involve acquiring knowledge, meeting qualifications, or progressing through stages of personal
or professional growth.
For example:
Accountant: Graduate → CTA → Articles → Professional Exam → Career Progression.
Lawyer: Law School → Bar Exam → Associate → Junior Partner → Senior Partner.
Homeowner: Save for Down Payment → Get Mortgage → Buy Home → Maintain Home.
Each journey is a process of transformation, and businesses can strategically decide which step(s) they will address.
According to some of the wealthiest and most successful business magnates, the more you select a niche and specialize, the more valuable you become as a solution provider. True, you'll be serving a narrower market. But since you're exclusively focused on that particular niche, you become the go-to person for your niche, you know all there is to know, and you can solve virtually every problem the client is facing because that's what you specialize in all day every day.
But you're the expert on your business and your clients.
So you decide what's the best direction for your business:
Let's talk through it, and then you can make your informed decision. It's always best to do your own research as well so you can have absolute certainty that you're going in the right direction.
Should Local Businesses Solve Every Step?
No, most businesses cannot or should not aim to solve the entire journey. Instead, they should focus on the steps where:
They Add the Most Value: Align your expertise with a specific stage.
Customer Needs Are Greatest: Identify the steps where customers struggle the most.
Profitability Is Highest: Target stages with the best ROI for your business.
How to Choose Which Step to Solve?
Map the Customer Journey:
What's their starting point? What problem are they trying to solve?
Break down the process your ideal customer follows to solve their problem.
What does it look like for them once the problem is solved? What's their end point (final destination)?
Highlight the pain points or bottlenecks at each step.
Leverage Your Expertise:
Identify where your business is best positioned to help.
Assess Market Gaps:
Look for stages where competitors are absent or ineffective.
Understand Customer Demand:
Use surveys, interviews, or feedback to identify
the most pressing needs.
Match Resources:
Focus on steps you can address effectively
with your current skills, team, and budget.
Examples of Choosing a Step to Solve
1. Accountant Services
Journey:
Graduate → Pass Exams → Articles → Career Advancement.
Step to Solve: Passing Exams.
Why: Many students struggle with professional exams.
Solution: Offer a CTA exam preparation course or study materials.
2. Legal Services for Entrepreneurs
Journey:
Business Idea → Register Business → Compliance → Scale Business.
Step to Solve: Register Business.
Why: Entrepreneurs often find legal processes confusing.
Solution: Provide business registration and compliance packages.
3. Real Estate Business
Journey:
Save for Down Payment → Find Property → Purchase → Maintain Property.
Step to Solve: Find Property.
Why: Buyers need guidance during the search phase.
Solution: Offer property tours, detailed listings, or match clients with ideal homes.
4. Fitness Studio
Journey:
Desire to Lose Weight → Learn Exercise Basics → Build Consistency → Achieve Goal.
Step to Solve: Build Consistency.
Why: Many people give up after starting.
Solution: Offer accountability coaching, fitness challenges, or personalized plans.
5. Wedding Planning Business
Journey:
Proposal → Set Budget → Find Vendors →
Plan Ceremony → Wedding Day.
Step to Solve: Find Vendors.
Why: Couples struggle with sourcing trusted vendors.
Solution: Provide a curated list of vendors and packages.
What Happens If You Solve Multiple Steps?
If resources allow, solving multiple steps can:
Build Loyalty: Customers stay with you throughout their journey.
Increase Revenue: Offer upsells at each stage.
Differentiate Your Business: Position yourself as a one-stop shop.
For example:
A real estate agent can help clients find homes, recommend mortgage brokers, and connect them with interior designers.
A fitness studio could offer beginners' classes, advanced training,
and nutrition coaching.
Key Takeaways
Focus on Your Strengths:
Solve the steps where you deliver the most impact.
Understand the Customer's Pain Points:
Prioritize stages where customers struggle the most.
Don’t Overextend:
Trying to solve every step without adequate resources
can dilute your effectiveness.
Add Value Strategically:
By solving critical steps, you can become an indispensable
part of the customer journey.
By mapping out the steps and focusing on where you can help
the most, you position your business to meet customer needs
while maximizing efficiency and profitability.
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