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Episode Summary
What does the customer journey really look like? On this episode of Homegrown Hustle, host Matt Eickman sits down with Dr. Mike Porter, Clinical Professor of Marketing at the University of St. Thomas, to unpack what happens before, during, and long after a customer makes a purchase.
They explore why businesses shouldn’t rely solely on word of mouth, how every employee can influence the customer experience, why trust can be more valuable than price, and how companies can turn individual interactions into a consistent, systematized customer journey. The conversation also dives into lifetime customer value, educating customers, adapting to change, and creating meaningful reasons to stay connected.
Key Takeaways:
- The customer journey begins long before someone contacts your business.
- Every interaction can become a meaningful customer touchpoint.
- Word of mouth is valuable, but it shouldn’t be your entire marketing strategy.
- Businesses can build trust by educating customers and providing value—not just selling.
- Lifetime customer value goes beyond the revenue from a single transaction.
- Employees at every level can influence the customer experience.
- Consistent systems help businesses deliver a better experience as they grow.
- Pricing should reflect the value and solution being delivered, not simply compete on being the cheapest.
- Sometimes telling a customer that you aren’t the right solution can actually strengthen long-term trust.
- Customer experience systems should be living processes that evolve as markets, customers, and businesses change.
- Leadership plays a critical role in making sure the entire organization understands the same customer-focused objective.
Chapters:
00:00 – Welcome to Homegrown Hustle
00:43 – Exploring New Focus Group Research
02:48 – What Is the Customer Journey?
03:53 – The Journey Starts Before the Purchase
06:44 – The Role of Word of Mouth
09:31 – Customer Lifetime Value
11:17 – Creating Meaningful Customer Touchpoints
13:11 – Systematizing the Customer Experience
14:03 – The Importance of Service Interactions
16:15 – Building Trust Through Relationships
17:21 – The Scenery Along the Customer Journey
19:06 – Turning Education Into Customer Value
20:04 – Creating Reasons to Stay Connected
22:34 – Strategic Customer Communication
24:13 – Price vs. Perceived Value
26:27 – Becoming More Than the Cheapest Option
28:24 – Building a Customer-Focused Organization
32:47 – Lifetime Value and Revenue Modeling
34:14 – Educating Customers and Building Trust
35:53 – When Sending Customers Elsewhere Builds Trust
38:12 – Consistency Across Every Marketing Channel
39:15 – Why Systems Need to Evolve
40:40 – Adapting When the Unexpected Happens
41:25 – Taking Care of Customers Beyond Transactions
41:45 – What’s Next for Dr. Mike Porter
42:18 – A New Approach to Focus Groups
GUEST RESOURCES:
Linkedin: https://www.linkedin.com/in/dr-mike-porter-apr-fellow-prsa-he-him-2a033/
Website: https://researchonline.stthomas.edu/esploro/profile/mike_porter/overview
