We’ve all had that moment of buyer’s remorse. You excitedly click purchase on a new online course, only to feel a sinking feeling in your stomach seeing that the student experience isn’t quite what you were expecting. Will this actually deliver the results I hoped for? What if I have questions or need help?
This is why intentional customer experience needs to extend far beyond the checkout button. Just because someone hands over their hard-earned money does not mean your job is done. In fact, in episode 233 of Cubicle to CEO, Giulia Guerrieri says “The point of purchase is just the start of your relationship with someone, not the end”. Mapping your program’s experience beyond that point of purchase is key to boosting customer lifetime value and sales through word-of-mouth referrals.
The customer journey typically follows a path like this: Awareness > Interest > Consideration > Purchase > Experience. Although it is the last step, the experience is arguably the most important piece.
By understanding where your student wants to be by the end of your time together, you can create a tailored roadmap that addresses their individual needs.
One of the ways Giulia creates this highly customized experience for her students is by matching them to a 1:1 coach for their first 90 days in the program, whose bonus incentives are actually tied to the success of their students reaching the outcomes they’ve set for the 90 day milestone mark. A true win-win.
This is just one way Giulia has built a million dollar program through an innovative mix of DIY (do it yourself), DFY (done for you), and DWY (done with you) elements. Tune into our conversation to hear all the resources and services she provides.
This model cultivates a well-rounded student experience that allows them to take initiative, while having built-in accountability that ensures they are consistently working towards their goals.
We all know the sentiment ‘this meeting could’ve been an email’ – but the same goes for when your delivering support to your clients and students. While one-on-one calls can be valuable, they’re not always necessary for offering advice or feedback. Instead, consider having flexible support options like daily chat access in a Slack channel, loom videos, or even asynchronous audio messages through apps like Voxer.
The ability to deliver high value support remains a core element, but if the same result can be achieved through a 30-second Slack message as a 30-minute Zoom call, efficiency should prevail. This approach not only provides the flexibility to receive feedback through different mediums, but respects the time of both the client and the coach.
In this online business world, it’s easy to forget that every member of your program is a living and breathing person. Which is why the success of your offer really hinges on the element of human connection. Meeting your students where they are and understanding their unique goals, fears, and progress is essential for delivering a transformative learning experience.
Implementing regular checkpoints with them and allowing access to a supportive community cultivates a sense of belonging and ongoing support.
If a student approaches you about their disappointment with their progress, your job is not to defend your curriculum, but to remind them of their accomplishments so far and find out the real ‘why’ behind their struggles.
There’s no such thing as a passive relationship, in your personal or professional life. If you make it a priority to nurture the relationships with your clients in the same way you would a partner or friend, you are able to foster deeper connections, build trust, and create a supportive environment where both parties thrive.
Enhancing your online program’s student experience goes beyond flashy marketing and a seamless checkout process. Even though the cash hits your account after they click ‘buy’, the relationship with your customer really begins the moment after they make the purchase. From that point on, it will be your ongoing commitment to their success that truly wows them.
Want to hear how Giulia Guerrieri used these strategies to scale her program to $1M in 13 months? Listen to episode 233 of Cubicle to CEO – available everywhere you listen to podcasts!
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