Text Box: Definition of Your Current Client Path Stages: Using our generic graphic as a guideline and your savvy as the guide, you’ll define your own set of Client Path stages, using your own terminology. Most users are adapting variations from the generic, but not necessarily. As one example, we worked with a company that had, for many years, defined a four stage Client Path: Phase One, a potential user of their goods, but not interested now; Phase Two, known to be actively considering a purchase; Phase Three, a prospect so hot that there’s a chance to close in the current fiscal period; Phase Four, all established customers. That set of definitions might work , but after considering the core CPM question—Who would we like to target with tailored messaging?—the company divided Customers into two categories: P4-Exclusive (user of our services); and P4-MultiBrand (uses competitors, too). In many retail categories, it is useful to differentiate between Browsers and Active Prospects. In business categories of all kinds, it is useful to define categories for Lapsed Prospects, Declining Customers and Lapsed Customers. The goal is a set of stages clearly understood within your organization that will support relevant targeted communication. Text Box: The Flexibility of Client Path Thinking. Our graphic depicts a fairly typical Client Path, leading from Stranger to Advocate. And the terminology suggests use in a business setting. But Client Path thinking certainly applies to the non-profit sector; for example, the increasing engagement of donors or volunteers. CPM applies to organizations, with churches being classic, where the goal is conversion followed by steadily increasing levels of understanding and commitment. And CPM can be used as part of the management of smaller projects. For example, our marketing for an event could include the Client Path Stages: Invitee, RSVP Favorable, RSVP Unfavorable, Attended, Enthusiast.

DefiningStages