Customer-model fit: Scale by delivering a full 5D customer experience
Scaling a startup is like swinging from a rope across the "Valley of Death" - one slip, and you end up in the abyss of failure. We’ve all heard the shocking stats: 90% of startups fail, often taking a nose dive into the notorious Valley of Death. But here’s the thing: if you’ve managed to fix your cash flow conundrum, yet still find yourself struggling, it’s likely that one of the elements in your 5D customer experience isn’t quite on point. And perhaps this article can help you pinpoint your next business move?
So what is a full 5D customer experience? It’s a scalable customer fit model: A Discovery to Delight customer journey. It’s designed for startups—specifically, for companies that need to move fast, iterate quickly, and scale effectively. Each of the five dimensions in the model is grounded in both research and practical application, giving you a proven method to attract, convert, and retain customers. By doing this you are customer-model Fit and ready to scale.
Ready to beat the odds? Let’s dive into the 5D Model.
D1: Discovery – “How did they even find me?”
Ah, the first question on every founder’s mind: How in the world are people going to discover your product? Sure, you’ve got the best widget known to humankind, but unless people can find you, you might as well be yelling into the void.
According to research from Harvard Business Review, successful startups employ multi-channel marketing strategies to maximize visibility (MIT Orbit KB). And this is the jaw-dropper: One of the most known advises to early stage business is to do one thing at a time, prioritize and be laser-focused. But this does not work when it comes to solving your Customer-model Fit puzzle. You actually need to work with multiple channels at the same time!
Let’s break it down:
SEO: Yes, the mystical search engine optimization. Be like Google’s favorite child. You can’t skimp here; get the right keywords, make your content valuable, and pray to the algorithm gods.
Content marketing: Blogs, podcasts, TikTok dances—whatever works. It’s not just about throwing content at people but making them care enough to stop scrolling.
Social proof: Reviews, testimonials, influencers—anything that makes your brand seem legit in the eyes of your potential customers.
Cold reachout: LinkedIn, phone, email—whatever cold outreach strategy fits you best, make sure you’re not just blasting messages into the void. Personalization is key! Think of it as sliding into someone’s DMs but with a business suit on. Research shows that personalized outreach can increase response rates by up to 300%.
Warm reachout: Now, for the warm reachout—it’s like inviting someone over for coffee instead of crashing their party unannounced. This is your chance to leverage existing relationships or network connections. Use referrals or introductions to ease your way in—because let’s face it, a friendly nudge from a mutual acquaintance is like having a VIP pass to the conversation .
Takeaway: If your startup’s product is invisible, so are you. Pay attention to how customers discover you and optimize the right channels.
D2: Deliberation – “Wait, why do I need this again?”
Your customer has found you. Congratulations! Now comes the next hurdle: Deliberation. This is the stage where potential customers wonder if your product is really worth their time, money, and attention. Spoiler alert: they are skeptical. Here’s where value propositions and clarity of communication save the day.
Studies show that 64% of B2B buyers say they want to see how a product or service works before they’ll buy. This means your startup needs to make it absurdly clear how you solve their specific problem.
How do you help them deliberate?
Demos & trials: Get them in the driver’s seat. Show them what’s under the hood. The more tangible the experience, the more likely they are to say “I need this.”
Case studies: “Don’t take my word for it; look at all these other successful customers!” According to a 2020 survey by BrightLocal, 79% of consumers trust online reviews as much as personal recommendations.
Competitor comparisons: Make it easy for them to see why you’re better than the guy next door.
Free advice: Offer some no-strings-attached wisdom. According to research, 76% of buyers say that expert content influences their purchasing decisions. So, why not sprinkle in some helpful blog posts, eBooks, or webinars?
Build trust: Trust is the secret sauce in customer deliberation. Use all ingredients in trust-building to help customers deliberate.
Takeaway: Deliberation is the “convince me” phase. Make it easy for customers to see how your solution fixes their pain points. Make it crystal clear.
D3: Deal – “Are we closing this or what?”
Welcome to the Deal stage, where dreams are made or dashed. You’ve done all the hard work to get the customer interested, and now you need to make sure you don’t drop the ball here. Here’s the good news: research shows that deals are often missed not because of the product, but due to poor follow-up.
How to ensure you close the deal?
Clear pricing: If your pricing structure is more complicated than rocket science, you’re in trouble.
Great sales teams: Let’s face it, your sales team is your secret weapon. They need to be the Jedi of persuasion—closing deals and moving mountains.
Follow-ups: The follow-up is not just a friendly reminder; it’s how you show commitment and prove you’re reliable.
Dr. Ichak Adizes, a renowned expert in modern management, highlights in his research that a company’s growth is often stalled by operational inefficiencies in this stage. Simply put, if you’re not organized, you’re losing deals.
Takeaway: Don’t miss out on deals because of poor execution. Seal the deal with solid follow-ups, a simple buying process, and an organized system.
D4: Delivery – “Okay, we sold it, now what?”
You’ve successfully gotten the customer to buy. Great! But now comes the critical moment where you actually have to deliver the solution. The worst thing you can do is make promises you can’t keep.
According to research from McKinsey, companies that excel in delivery are 50% more likely to see repeat business. What does delivery excellence look like?
Speed: Fast, but not furious. Get your product into the hands of customers yesterday.
Quality control: Ensure that what you deliver is exactly what was promised.
Customer support: Nothing ruins a shiny new purchase faster than a frustrating support experience.
Dr Adizes warns that companies in early growth often stumble here because they’re focused more on sales than on operations. However, smart companies realize that if they don’t nail delivery, everything else falls apart.
Takeaway: Delivery is where customer loyalty is either won or lost. Over-deliver, literally.
D5: Delight – “Surprise, I love it even more now!”
The final frontier: Delight. If your customers aren’t smiling after using your product, you’re in trouble. The Delight phase is about going beyond mere satisfaction—this is where loyalty and advocacy are born.
According to research by Bain & Company, increasing customer retention by just 5% can increase profits by 25% to 95% . The secret to delight? Simple: exceed expectations. This is the time for:
Personalization: Make customers feel like they matter.
Surprise bonuses: Discounts, loyalty programs, or even just a simple thank you note can work wonders.
Continuous engagement: Keep the conversation going even after the sale. Whether it’s through newsletters, social media, or updates, you want to stay top of mind.
Takeaway: Delight your customers by giving them more than they expect, and they’ll be your biggest advocates.
Final thoughts
The 5D Model isn’t just a theoretical framework—it’s your roadmap for startup success. Master each stage, and you’ll not only jump over the Valley of Death, but soar past your competitors with a product customers rave about.
If you would like some support and a health check on the state of your business, check out our Strategy Sprint here.