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CX That Hits Different: Real Strategies for Real Growth
Creating a customer journey that actually hits takes more than a pretty website and good vibes. It demands intention, insight, and a system that keeps your audience front and center. That’s where our R.I.S.E. Method comes in—Research, Innovate, Strategize, and Evolve—designed to help growing brands build experiences that connect, convert, and keep folks coming back. Every touchpoint. Every time.

by Lindsay Tramel-Jones

Research: Lay the Foundation
Understanding your audience is the crucial first step before diving into colors, campaigns, and other creative elements. While the "fun stuff" may be tempting, these steps are the building blocks for creating a truly impactful customer journey.
1
Customer Interviews
Have in-depth conversations - not just surface-level surveys - to uncover your audience's true pain points, needs, and desires.
2
Data Dives
Analyze heatmaps, scroll depth, session recordings and other analytics to see how people actually interact with your digital experiences.
3
Persona Building
Create rich, multi-dimensional profiles of your ideal customers - going beyond demographic data to understand their motivations, challenges, and day-to-day lives.

Why it matters: This foundational research ensures your messaging, design, and overall strategy stays sharp, relevant and resonates with the people who matter most.
Innovate: Design a Magical Journey
Now that you understand what makes your customers tick, it's time to create an experience that delivers real value. We're talking:
Creating Experiences, Not Just Pages
From first click to follow-up email, every touchpoint should tell a story.
Use Design for Function, Not Just Flair
Buttons that convert. Copy that speaks her language. Layouts that guide, not confuse.
Build Systems That Flex
Whether it's a DIY CX toolkit or an automated welcome sequence, this is where we start engineering ease.

Why it matters: You're not selling a product—you're offering a vibe, a solution, a transformation.
Strategize: Launch with Intention
Define Key KPIs
These aren't vanity metrics. Think: bounce rate, conversion rate, customer retention, engagement per page.
Pair Data with Action
Use heatmaps and feedback loops to improve what's working and cut what's not.
Run Micro-Experiments
Test different CTAs, layouts, or content types in short sprints to evolve without overwhelming.

Why it matters: Launching without measurement is like shouting in the dark and hoping the right one hears you.
Evolve: Refine, Adjust, Repeat
CX isn't one-and-done—it's living and breathing. And once you have eyes on your journey, you'll start seeing the gaps and the gold.
Use Feedback Loops
Surveys, reviews, and even complaints are data goldmines.
Refine the Journey Continuously
Make iterative updates based on scroll depth, user clicks, and real behavior.
Scale with Confidence
Once the flow is tight, you can delegate with ease and lead like the CEO you are.

Why it matters: Your brand's next level isn't about hustle—it's about alignment.
Customer Journey Phases
Awareness
I discovered the business through research, drawn in by the promise of convenience and the appeal of supporting a Black-owned company. At this stage, they had me hooked—strong branding and good reviews made them an easy consideration.
Consideration
I did my homework, evaluating reviews and comparing their value to other options. I was sold on the idea of saving time and effort by having the repairs done at home. So far, so good.
Purchase
When I booked my first service, I felt confident in my decision. Their pricing seemed fair, and their communication up to this point didn't raise any red flags. The initial purchase stage went smoothly, setting the tone for what should have been a positive relationship.
Delivery
The cracks started to show here. While my first experience was solid, subsequent appointments revealed major system gaps: missed confirmations, constant lateness, and a lack of transparency around pricing. Each mishap chipped away at the trust they had built.
Retention
This is where they lost me. By the time the third appointment fell apart with a wrong part and a surprise fee, I wasn't just frustrated—I was done. Their poor delivery at a critical stage meant I had no desire to continue the relationship or recommend them to others.
Mapping the Customer Journey Across All Touchpoints
When folks talk about customer experience (CX), they often zero in on one thing: the website. And while your website is the nucleus of your digital journey (think of it as the sun in your CX solar system), everything else in your orbit—social media, email, podcasts, DMs, newsletters—is just as critical. Because let's be real: your customers are peeping your brand long before they ever click "book now" or "add to cart."
If you're only optimizing your site but ignoring the full journey, you're leaving loyalty, trust, and coins on the table. Let's break it down phase by phase so you can show up strong at every touchpoint.
Customer Journey Touchpoints by Phase
1. Awareness – First Impressions
Touchpoints: Instagram Reels, TikTok videos, Podcast interviews, Guest blog features, Social media comments and shares
Why It Matters: This is where people first hear about you. They're not looking for a deep dive—they want a vibe check. Are you relatable? Do you solve a problem they have? Are you consistent in your message and look?
CX Tip: Make sure your tone, visuals, and message match across all public platforms. Use tools like Linktree to funnel social media audiences back to your website without confusion.
2. Consideration – They're Checking Everywhere
Touchpoints: Instagram Stories with FAQs, Pinterest boards, Podcast episodes, YouTube videos, Testimonials in captions or highlights
Why It Matters: Your audience is starting to think about giving you their coins. They're comparing, reading reviews, and checking your receipts (aka how real you are).
CX Tip: Use Instagram Highlights to feature testimonials. Keep your messaging tight and value-focused across platforms. A podcast episode diving into your why or your process could be the thing that tips them toward trusting you.
3. Purchase – Make It Easy, Make It Clear
Touchpoints: Website product/service pages, Email confirmations, Booking systems, Checkout flows, Instagram "Shop" tab or links in bio
Why It Matters: If buying from you feels like doing a group project solo, they'll bounce. Your purchase experience needs to be seamless and supported by every tool in your toolkit.
CX Tip: Ensure all platforms lead to a clear, fast checkout or booking experience. DMs asking, "Where can I buy?" is a red flag—eliminate the confusion.
4. Delivery – It's Show Time
Touchpoints: Email updates, Client portals, Instagram DMs, Automated SMS updates, Podcast thank-yous or post-purchase bonus content
Why It Matters: They gave you money. Now it's time to show out. Every delivery point should reassure them that they made the right choice.
CX Tip: Use automation smartly. Set up emails or DMs that guide them post-purchase. Include helpful content in emails or even a short audio clip in your podcast feed that says, "Here's how to get the most out of working with us."
5. Retention – Turn Buyers into Brand Evangelists
Touchpoints: Email newsletters, Social media engagement, Podcast shoutouts, Surveys and feedback forms, Loyalty programs
Why It Matters: This is where the money multiplies. A returning customer costs less to retain and is more likely to refer others. Keep them engaged even after the sale.
CX Tip: Run "client glow-up" features on your socials. Use surveys (Phoenix can help!) to get feedback, then apply it. Send podcast or email exclusives with updates, early access, or behind-the-scenes content.
Final Thought: It's a Journey, Not a Pit Stop. Too many businesses treat CX like it starts and ends on the website. But your customer's experience is multi-touch, multi-channel, and full of moments that matter. Don't just optimize one lane—own the whole highway.

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