Step 2 – mapping your customer journey

Now that you have implemented some form of structure in your portal, the next step is to map out the customer journey that a contact typically follows in your business to become a customer. This is often overlooked but is critical as, by now, you would realize that after using your portal for some time, you have a variety of contacts in your system, and you aren't always sure how to deal with them.

At this stage, we recommend that you have a plan for the five scenarios most contacts will typically encounter in your business:

• Entry path: In this scenario, you want to make sure you have defined a process for how new leads are treated. For example, you may want to consider what their lead status and life cycle stage should be. Most times, these fields would be updated to Lead status - New and Lifecycle stage – Subscriber (if they simply filled out their email to subscribe to your newsletter) or Lead (if they filled out...