Customer Value Journey
A clear path to customer loyalty
Awareness
Engagement
Subscribe
Conversion
Excite
Ascend
Advocate and Promote
The 377 Protocol:
Turning Visitors into Advocates
The Customer Value Journey acts as a guide to understanding how to best lead your ideal customers through the different stages of loyalty, providing them with maximum value and turning them into advocates for your brand.

1
Awareness
The goal of this initial stage is for your ideal customer to discover your brand and make them want to learn more. Whether they find you through a Google search, a social media post, or a referral, you want to make sure your initial encounter is a positive one.
This means your website needs to clearly communicate who you are, what you offer, and how you can help your target audience. It’s your opportunity to make a strong impact and encourage potential customers to explore further.

2
Engagement
Once the audience is aware of your brand, it’s time to build relationships. This stage focuses on creating meaningful interactions across all your online platforms – your website, social media, emails, and more. It’s about connecting with your audience on a personal level, responding to their needs, and making them feel valued.

3
Subscribe
This phase consists of converting casual audience members into subscribers or followers. By offering valuable content or incentives, you can encourage them to sign up for your email list, follow your social media channels, or join your online community. This might be a helpful template, a free trial, exclusive content – anything that provides immediate value and demonstrates your commitment to helping them.

4
Conversion
Now you want to deepen the subscriber’s connection to the brand and turn them into a paying customer. First, you need a solid understanding of their needs and motivations, so that you can create a path to conversion that feels natural and intuitive. Then, it’s all about clearly communicating the value of your products or services, highlighting how they solve your customers’ problems.

5
Excite
The goal of the Excite stage is to make sure the recently converted customer is having a positive and memorable experience with your brand. This involves exceeding their expectations at every touchpoint.
Deliver exceptional customer service that is prompt, helpful, and personalized. Go the extra mile to make them feel valued and appreciated. Whether it’s a personalized welcome message or a surprise discount on their next purchase, these unexpected gestures can create a lasting positive impression.

6
Ascend
By now, customers have experienced the value of your brand and are more likely to make another purchase. To encourage this, consider suggesting a premium version of what they already bought (upselling) or offering something that complements their purchase (cross-selling). The goal is to increase their lifetime value, while also showing that you care about their needs and want to help them get the most out of their experience with your brand.

7
Advocate and Promote
This is where it all comes together. Your customers are so happy with their experience that they can’t help but tell everyone about it. They leave glowing reviews, recommend you to their friends, and become true ambassadors for your brand. This organic word-of-mouth marketing is incredibly valuable, as people trust recommendations from those they know.
To encourage advocacy and promotion, make it easy for customers to share their experiences. Offer incentives for referrals, create shareable content, and build a community where they feel valued and heard.

