Trepoint CEO and regular Inc. columnist Bill Carmody discussed the value of customer journey mapping during a general session at ECRM's Convenience EPPS meeting in Las Vegas.

According to Carmody, customer journey mapping ensures that your brands are well positioned to reach your ideal customer at each phase of their experience with them. These phases include Discovery, Engagement, Transaction and Advocacy. At each phase of the customer journey, customers are looking for very different things from your C-Store.

In the Discovery phase, for example, how have you positioned your brands in the minds of your customers when they are looking to solve specific health and beauty or meal solutions problems?

Once they have found you, is your product the kind of product your customers want to talk about publicly? If not, you need some creative strategies to encourage better levels of Engagement so that they will look to Transact with you. When your product delivers on its promise, you have a golden opportunity to develop and cultivate Advocacy – but only if you are listening and paying attention to what your customers are saying about you and your products.

Click here to download the slide presentation from the general session.

Click here to view the full presentation recorded live on Periscope.