Are You Guiding Your Customers to Action?

Hi reader,

Every single customer you work with takes a journey.

Some take a few steps and move on. Others stick around for the long haul. So what makes the difference?

Usually, it comes down to how you guide them and the value you give them along the way.

Let's take a closer look.

Today’s advice

Define your Customer Value Journey. 

A Customer Value Journey is a map of how someone moves from discovering your business to becoming a loyal advocate. At each step, your job is to deliver the right kind of value to move the relationship forward.

The basic stages are the same for every business…people first need to know you exist, then trust you, then take a small step before making a bigger commitment. 

But how you guide them through that process depends entirely on your business and your customers.

For example, at Vervology, we work with small business owners who are often skeptical of marketing agencies. So we focus early on building trust – sharing useful content, offering resources, and encouraging low-pressure conversations.

(You can see the full journey we use here.)

Spend some time thinking about what this looks like for your business…and how you can make every stage valuable for the people you want to serve.

Why this matters

You create stronger customer relationships.

Trust is built through consistent, meaningful touchpoints over time. Defining your Customer Value Journey is the best way to plan out those touchpoints in advance.

By doing so, you make sure you’re giving the right kind of value at the right time, instead of leaving it to chance. Each positive experience strengthens the relationship a little more.

Over time, those small moments of value add up. Customers start to see you not just as another business, but as a trusted partner. That trust makes them more likely to stick with you, spend more with you, and recommend you to others.

You remove obstacles that slow down sales.

Most customers don’t move forward because they feel uncertain about what to do next. Without a clear sense of direction, they hesitate or walk away.

A defined Customer Value Journey eliminates that uncertainty. Each stage gives your customers exactly what they need to feel ready for the next step, whether that’s signing up for a consultation, making a purchase, or referring someone else. The path feels smooth and natural, not forced or confusing.

The more confidence and clarity you create, the easier it becomes for people to keep moving forward – and the more momentum you build for your business.

Here’s how to start

Take a few minutes to map out the typical path a customer takes with your business, from the first moment they hear about you to the point they become a loyal advocate. Just a simple outline is enough, nothing fancy.

At each stage, ask yourself: What’s happening here? What value am I offering to keep them moving forward?

Look for the places where the experience feels thin, confusing, or disconnected. Those are your biggest opportunities to strengthen the journey and build stronger relationships.

Even a rough sketch will give you a clearer view of how your business is serving your customers, and where you can start making it even better.

Let me know if you have any questions as you work through it.

Best,

Jono