Heard it through the RISE Grapevine: February Edition

Hearing it through the Grapevine: Mapping the Customer Journey and what is coming up next in our ecosystem

At this month’s RISE Grapevine Monthly Virtual Meetup, our community leaned into a topic that touches every entrepreneur, no matter your industry or how long you have been in business: the customer journey.

If you have been working on identifying your ideal customer, this conversation was the “other side” of that work. While you are learning who your customer is, the customer journey helps you understand how they find you, what convinces them to trust you, and what keeps them coming back.

What is the customer journey?

Marilynn Cabiness walked us through the customer journey as the complete experience a customer has with your company, from the first interaction to becoming a loyal advocate.

A key point she emphasized was that this is about more than a product or service. It is about the experience people have with you. Every interaction plays a role in shaping perception, trust, and the decision to continue doing business with you.

The five stages of the customer journey

Marilynn shared a simple framework with five stages:

1) Awareness
This is when customers discover you exist. Sometimes they are not even fully aware of the need they have yet. Awareness can come through online searches, social media, ads, direct mail, or word of mouth. The reminder was clear: people cannot choose you if they do not know you exist.

2) Interest
Once awareness is sparked, customers start researching and comparing. They read reviews, watch videos, browse your content, and look for signs of credibility. This is where trust begins to form.

One participant shared a real-time takeaway that many entrepreneurs can relate to: consistent online content helps people learn who you are and what you stand for, so that when they are ready for help, you are the person they think of.

Another strong point from the discussion: reviews matter, but you often have to ask for them. Not just a star rating, but a written review that adds real context and confidence for the next potential client.

3) Purchase
This is the moment we all want, but it only happens smoothly if the process is clear and easy. The group talked about how quickly interest can disappear when a customer cannot figure out what to do next.

A practical suggestion was to reduce confusion by being specific about what you sell and using a single clear call to action, especially on service pages or landing pages. Make it comfortable. Make it simple. Make it obvious.

4) Retention
The purchase is not the finish line. Retention is where relationship shows up. The goal is to continue demonstrating value and staying connected.

A great example came from a tech services perspective: do not wait for something to break. Check in. Be proactive. Look for ways to improve efficiency, not just solve problems. When you solve one problem well, customers tend to return with the next.

5) Advocacy
Advocacy is when satisfied customers become your promoters. Word of mouth becomes one of your most powerful growth tools.

A standout reminder here was that advocacy does not only come from customers. Sometimes the people who cheerlead for you are those who simply know you, trust you, and have had a positive relationship with you in the community. That is why how you show up matters, online and offline.

Key takeaways we are carrying forward

As Marilynn summed it up, the customer journey is not just the point of purchase. It is every interaction along the way.

Customers remember how you made them feel. That is what builds trust. That is what creates loyalty. That is what turns one-time buyers into repeat customers and enthusiastic advocates.

Ecosystem updates and events you should know about

One of the best parts of RISE Grapevine is hearing what is happening across Southern Virginia and beyond. Here are a few highlights shared during announcements:

Finance Your Business: Market Validation

Community Investment Collaborative is kicking off its Finance Your Business series with a session on Market Validation on February 25, 2026 from 5:30 to 7:00 pm. The series will continue on the last Wednesday of each month through November.
https://bit.ly/FYB-Feb2026CIC

Free Technology Evaluation

Southside Tech Services

Spot Data & Privacy Risks, Identify Inefficient & Outdated Systems, Know Your Next Steps

https://api.leadconnectorhq.com/widget/form/ylxsgKST4fk7k5zqw22v

Cyber 101: Protecting the Future

AI Ethics Session
Thursday, February 26 | 12:00 pm

This Cyber 101 session focuses on AI ethics and responsible technology use for small business owners. Participants will learn practical cybersecurity and compliance basics that help protect data, build trust, and support long-term growth.

Ongoing: Cyber 101 meets every Thursday at 7:00 pm for cybersecurity essentials for individuals and small business owners.
Cyber 101: Protecting the Future | Meetup

QuickBooks Online Workshop for Beginners

Monday, March 2, 2026
SOVA Innovation Hub |  9:30am-12:00pm

Katie, owner of GSD Bookeeping shared an upcoming training focused on QuickBooks fundamentals on March 2nd.. It is a great opportunity if you want more confidence in bookkeeping and financial systems.
https://gsd-bookkeeping-services-llc.my.canva.site/qbo-workshop-beginner

Advertising on a Budget

Need help creating a logo or designing digital flyers? This hands-on Canva class will show you how to build simple, professional graphics that make your business stand out online.

Patrick County Site
Tuesday, February 24 | 12:00 to 2:00 pm
Pre-registration required: ph.augusoft.net or 276-656-5461

SOVA Innovation Hub
Wednesday, March 11 | 11:00 am to 1:00 pm
Register here: https://coworking.sovainnovationhub.com/events/11-mar-2026-advertising-on-a-budget-1

Save the date: Next Grapevine

Our next RISE Grapevine Monthly Virtual Meetup is Thursday, March 19, 2026, featuring a panel discussion on childcare facilities and childcare entrepreneurship, including faith-based and brick-and-mortar models.
Register here: https://us02web.zoom.us/meeting/register/oMJlThdvSESqfFany-tHSA

Southern Virginia Entrepreneur Workshop: Spring Cohort and Fall Applications

CIC also shared updates on its current Southern Virginia Entrepreneur Workshop cohort, plus a heads-up that the Fall 2026 application window opens May 4 through July 3.
https://cicville.org/southern-virginia-entrepreneur-workshop/

Save the date: RISE Summit 2026

The RISE Summit is scheduled for October 16, 2026. Bring someone with you. This is an ecosystem event built for connection, learning, and next-step momentum.
Get your  ticket here: https://www.eventbrite.com/e/fall-2026-rise-summit-innovation-summit-tickets-1949316501129?aff=oddtdtcreator