Your buyer’s journey is too short

It doesn’t end at the sale.  Most buyer’s journeys I’ve seen developed recently focus on acquiring the customer, and neglect entirely the process of keeping the customer.

What does it take to get to customer loyalty, not just customer acquisition?

How does your acquisition process – across both sales & marketing – set up a long, mutually beneficial relationship?

If you’re coordinating the customer-centric story between sales & marketing in the acquisition phase, how are you coordinating that same story consistency with the onboarding, customer service, delivery and product teams?

To start, at minimum, make sure the buyer’s journey you’re mapping takes into account the path to loyalty, not just purchase.