Aligning Sales with Customer Experience
- Apr 2, 2025
- 7 min read
Updated: Apr 1
The hourglass model in business covers your entire customer journey, from acquisition to retention. Unlike the traditional funnel, which narrows at the point of sale, the hourglass model expands post-purchase, highlighting the importance of the customer experience beyond the transaction.
96% of prospects research companies and products before engaging with a sales representative. Yet only 30% of sales professionals feel that their sales and marketing teams are closely aligned within their organisation.
Furthermore, 68% of companies haven't tried to measure their sales funnel, yet it's critical to regularly measure and track sales funnel metrics to identify opportunities for improvement - top converting companies dedicate at least 5% of their budget to conversion rate optimisation.
In addition, 89% of consumers are more likely to purchase again after a positive customer service experience, while increasing your customer retention rate by just 5% can boost your profits by 25% to 95%.
Have you ever considered how each touchpoint in your customer’s journey could transform a simple transaction into a lifelong relationship? What if your approach to customer experience could turn every satisfied customer into a loyal advocate for your brand?
1. Awareness
Awareness is about capturing your potential customers' attention. You can achieve this by focusing on strong branding, engaging advertising and targeted content marketing. Your goal is to make your brand recognisable and appealing so that when customers are ready to make a decision, you’re already on their radar. Effective awareness strategies set the foundation for moving prospects through the next stages of their buying journey.
Develop consistent branding to build recognition across all channels
Create targeted content that resonates with your ideal audience
Use data-driven advertising to reach and attract the right prospects
How visible and memorable is your brand to the customers you want to reach?
Example: A fitness brand runs targeted social media campaigns alongside engaging video content, increasing brand recognition and driving a steady flow of new visitors to its website.
2. Consideration
Consideration is about keeping your prospects engaged by providing detailed information, case studies and comparisons. You want to help them see how your product or service stands out and meets their needs. Providing valuable insights and addressing their specific concerns will keep them interested and move them closer to a decision. Your goal is to position yourself as the best choice at this critical stage.
Provide in-depth content such as case studies, comparisons and product insights
Address common objections and highlight clear differentiators
Personalise messaging to align with specific customer needs and priorities
How effectively are you helping prospects evaluate your offering against alternatives?
Example: A software company shares detailed customer success stories and side-by-side comparisons with competitors, helping prospects clearly see the benefits and increasing conversion rates.
3. Evaluation
Evaluation is your chance to prove the value of your offering. You can do this by providing resources such as demos, trials and consultations that allow prospects to experience your product or service first-hand. When you give them the tools to evaluate how well you meet their needs, you build trust and move them closer to a decision. Your goal is to demonstrate that you're the best fit for their needs.
Offer product demos, free trials or consultations to showcase real value
Provide clear guidance and support throughout the evaluation process
Highlight measurable outcomes and success metrics to build confidence
How well are you enabling prospects to experience and validate your value before they decide?
Example: A SaaS company offers a 14-day free trial with onboarding support and tailored walkthroughs, helping prospects quickly see the platform’s impact and increasing conversion to paid plans.
4. Decision
Decision is where you make it easy for prospects to buy from you. Make sure you have clear calls to action, competitive pricing and straightforward checkout options. Simplifying the buying process removes any barriers that might hinder their decision. Your goal is to create a seamless experience that encourages prospects to complete their purchase and choose your offer without hesitation.
Simplify the purchasing process with clear calls to action and minimal steps
Offer transparent pricing and flexible options to reduce friction
Reinforce trust with guarantees, testimonials and secure payment methods
How seamless and confident does the final step feel for your customers when making a purchase?
Example: An online retailer streamlines its checkout into a single page, adds multiple payment options and displays customer reviews at the point of purchase, increasing completed transactions.
5. Sale
The sale phase is all about closing the deal and making the transaction as smooth as possible for you. Ensure that the purchasing process is straightforward, with clear instructions and support. Address any final questions or concerns promptly to provide confidence and satisfaction. Your goal is to make the buying experience seamless, so you can finalise the sale and leave a positive impression that encourages future engagement.
Provide clear guidance and support throughout the final transaction stage
Respond quickly to last-minute questions or concerns to maintain confidence
Ensure a smooth, error-free purchasing experience across all touchpoints
How effectively are you supporting customers in the final moments before completing their purchase?
Example: A B2B supplier assigns a dedicated representative during the final stage, quickly resolving queries and guiding the client through contract signing, resulting in faster deal closure and stronger client confidence.
"Sales is an outcome, not a goal. It’s a function of doing numerous things right, starting from the moment you target a potential prospect until you finalize the deal." - Jill Konrath (Keynote Speaker)
The lower half of the hourglass, often neglected in traditional models, is crucial for long-term business success. This includes:
6. Onboarding
Onboarding is about helping your customer understand how to use the product or service effectively. It's vital to provide clear instructions, tutorials and support to help them get the most out of their purchase. Make sure they feel confident and comfortable from the start and you set the stage for satisfaction and long-term success. Your goal is to make the transition smooth and to help you achieve your desired results.
Provide clear onboarding materials such as guides, tutorials and walkthroughs
Offer proactive support to address early questions and challenges
Set clear milestones to help customers achieve quick wins
How confident and supported do your customers feel in the early stages of using your product or service?
Example: A project management platform delivers a structured onboarding journey with guided setup, video tutorials and check-ins, helping new users quickly adopt key features and see immediate value.
7. Support
Support means providing ongoing assistance to resolve any issues and ensure customer satisfaction. You should be ready to help with any questions or problems that arise after the purchase. Ensure that your customers' needs are met and that they remain satisfied with their decision by providing timely and effective solutions. Your goal is to maintain a positive relationship and support them throughout their experience with the product or service.
Offer accessible support channels such as chat, email and phone
Respond promptly to issues with clear, effective solutions
Monitor common problems to improve products and prevent repeat issues
How consistently are you meeting customer expectations when they need help?
Example: A subscription service introduces 24/7 live chat and tracks recurring issues, reducing response times and improving overall customer satisfaction.
8. Retention
Retention is about keeping your customers engaged and reducing churn through strategies such as loyalty programmes, regular updates and personalised offers. You should focus on creating ongoing value and strengthening your relationship with them. Through consistent engagement and recognition of their needs, you can ensure their continued satisfaction and loyalty. Your goal is to keep them interested and engaged, turning one-time buyers into long-term customers.
Implement loyalty programmes and rewards to encourage repeat engagement
Share personalised offers, updates and content to maintain relevance
Monitor customer satisfaction and proactively address potential churn risks
How effectively are you keeping customers engaged and valued over time?
Example: A coffee subscription service sends personalised offers based on purchase history, alongside exclusive content and seasonal promotions, increasing repeat orders and long-term loyalty.
9. Advocacy
Advocacy involves turning your satisfied customers into brand advocates. You can achieve this by encouraging them to share their positive experiences and refer new customers to you. Create opportunities for them to leave reviews, participate in referral programs, or spread the word about your product or service. Your aim is to harness their enthusiasm to build credibility and attract more customers through genuine, positive recommendations.
Encourage satisfied customers to leave reviews and testimonials
Launch referral programmes to reward customers for bringing in new clients
Create opportunities for customers to share experiences on social media and communities
How actively are your customers promoting your brand and influencing others?
Example: A tech gadget company invites happy customers to join a referral programme, offering discounts for successful referrals, which boosts both new customer acquisition and brand credibility.
Customer Journey Mapping | Henri Nakamura (Customer Experience @ Liferay)
Sample Case: Orange Telecom
Orange, a major global telecommunications provider, used customer journey analytics to understand how customers interacted with its services across onboarding, billing and support touchpoints. By mapping the entire journey rather than looking at individual interactions in isolation, they could identify where customers were most likely to churn.
Journey analytics revealed patterns such as increased service calls and network complaints before subscription cancellations. This allowed Orange to implement proactive retention strategies, such as personalised offers and targeted communication based on where customers were in their lifecycle, rather than waiting for churn to occur.
By acting on these insights, Orange reduced customer churn by 25 %, showing that understanding and acting on the full journey - from initial service activation to support and billing - can have a measurable impact on retention and business performance.
Key takeaway: Orange did not treat acquisition and support as separate processes. By mapping and analysing the entire buyer journey across multiple touchpoints, the company improved customer experience and loyalty, turning journey insights into direct business value.
"Mapping a customer journey may seem very intuitive, however, you might be surprised with the steps that are forgotten or assumed as unimportant throughout the process." - Ken Peterson (President @ CX)
The hourglass in marketing and client management shows that your work doesn't end with the sale - it's just the beginning. This approach recognises that the customer journey continues beyond the purchase and evolves into a cycle of ongoing engagement. If you nurture relationships at every stage - from awareness to advocacy - you build a customer base that not only stays loyal, but becomes a powerful advocate for your brand.
How will you redefine your customer journey today? Are you ready to turn your customers into passionate advocates who champion your brand at every opportunity?
Regularly review each phase of your hourglass model. Stay adaptable, listen to your customers and continually refine your approach to ensure lasting success in a competitive market.
