Customer Journey Leak Test is a practical way to find where enquiries fall through the cracks before they become paying customers. If you’re busy, doing good work, and still wondering why leads aren’t converting, this is the simplest place to start.
Why a Customer Journey Leak Test matters
“Strive not to be successful but rather to be of Value.”
The real reason leads “go quiet”
Most leads don’t disappear because your work isn’t good. They fall away because the journey has gaps—slow responses, unclear next steps, confusing quotes, patchy communication, or no follow-up after delivery.
In the SBIS Customer Journey model, your customer moves from Discovery and Trigger (pain/problem) through Awareness, Consideration, Connection, Engagement, Conversion, then into Service, Nurturing, Loyalty and Advocate. When one stage is weak, the whole pipeline leaks.
“Moments of truth” are where trust is won (or lost)
Your customer journey isn’t just marketing. It’s the real-life touchpoints where customers decide:
- “These people are organised.”
- “I feel looked after.”
- “I trust them with my money.”
SBIS calls these moments of truth—and they often happen in small things: how quickly you respond, how clearly you explain a quote, whether you turn up when you said you would, and what happens after the job is done.
Clarity before effort. Structure before scale.
If you’re already flat out, the answer isn’t “do more marketing”. The answer is stop the leaks so the leads you already get convert more reliably. That’s Structure before scale in action.
Customer Journey Leak Test: Discovery & Trigger
“People don’t buy goods and services. They buy relations, stories and magic.” — Seth Godin
This is the stage where customers are:
- not yet looking (out of market)
- noticing you in the wild (Discovery)
- feeling pain and starting to search (Trigger)
Where are customers finding you (or not finding you)?
In the SBIS model, Discovery includes web searches, networking and referrals, plus cross-promoting and offline visibility.
Quick leak check:
- Are you visible where your best customers already hang out?
- Do you show up consistently (not in bursts)?
- Does your online presence clearly say what you do and who for?
Fixes that don’t require a marketing degree:
- One clear “what we do” sentence on your website + socials
- Weekly proof posts (before/after, results, testimonials)
- Two referral partners you actively nurture (not “set and forget”)
Are you building recognition before they need you?
Your customer often needs a few touchpoints before they buy. SBIS prompts you to ask: “How many times do you have to touch a potential customer before they buy?”
If your business is only visible when you’re desperate for work, leads won’t trust you.
Simple metric ideas (track monthly):
- website visits / clicks
- enquiry sources (where leads came from)
- referral mentions (“I was told to call you by…”)
What pain are you actually speaking to?
Trigger is the pain stage—customers are hot, searching, and comparing.
If your content is generic (“Quality service, great prices”), you’ll blend in.
Better approach: speak to the problem:
- “We stop water leaks fast—clear options, clear pricing.”
- “We quote properly, turn up on time, and keep you updated.”
That creates Clarity before effort for the customer.
Customer Journey Leak Test: Awareness to Connection
“The essence of strategy is choosing what not to do.” — Michael Porter
This is where they recognise your brand, start to trust, compare options, and reach out.
Consideration leaks: when your message is unclear
In the SBIS model, Consideration includes education and problem-solving and customers doing comparisons.
Leak signs:
- “We didn’t hear back” (they got confused)
- “We went with someone else” (they couldn’t see the difference)
- “Your quote was too high” (you didn’t show value)
Fix: a simple “Why choose us” block:
- what you do
- who you do it for
- what makes you different (speed, standards, warranty, communication)
Connection leaks: forms and enquiries that go nowhere
The SBIS model highlights touchpoints like forms, email enquiries, phone calls and the importance of your response and communication.
Leak signs:
- forms ask too much (people abandon)
- no automated acknowledgement (“Did it go through?”)
- you don’t know you missed it until weeks later
Fixes that are easy to implement:
- Shorten your form to the essentials
- Auto-reply: “We got it—here’s the next step”
- One place to track leads (spreadsheet/CRM—just one truth)
Engagement leaks: slow or inconsistent follow-up
Your engagement stage is the two-way conversation stage.
A simple standard that improves conversions fast:
- respond within 24 hours
- give a clear next step (call, site visit, quote date)
This is where Structure before scale pays off.
Customer Journey Leak Test: Engagement to Conversion
“Without data, you’re just another person with an opinion.” — W. Edwards Deming
This is where most leads are won—or lost. In the SBIS model, conversion includes onboarding / sale process, and key metrics include leads, opportunities, response times, and sales numbers.
Quote leaks: unclear scope and weak confidence
Leak signs:
- vague scope (“supply and install…”) with no exclusions
- no timeline
- no payment terms
- customer is left guessing
Fix: a quote that guides the yes:
- clear inclusions/exclusions
- timeline window
- variation process
- deposit / progress payments (where relevant)
Follow-up leaks: quotes sent and forgotten
Most quotes need follow-up. Make it a system:
- 48 hours: “Did you receive it?”
- 5 days: “Any questions before you decide?”
- 10 days: “Want to proceed or park it for now?”
That’s not pushy. That’s professional.
Conversion metrics to track (keep it simple)
Pick 3 and track weekly:
- enquiries received
- quotes sent
- jobs won
Then calculate your conversion rate: - enquiry → quote
- quote → job
You’ll quickly see where the real leak is.
Customer Journey Leak Test: Service to Advocate
“Quality is never an accident; it is always the result of intelligent effort.” — John Ruskin
This is the stage many small businesses ignore—yet it’s where the easiest growth comes from. The SBIS model includes delivery approach and presentation, follow-up, support, repurchase and referrals.
Service leaks: delivery without communication
Customers remember how you made them feel:
- Did they know what was happening next?
- Were problems handled calmly?
- Did they feel respected?
This links directly to SBIS Excellence in Delivery.
Nurturing leaks: no follow-up means no repeat work
SBIS highlights ongoing support, upselling and follow-up in nurturing.
Simple system:
- 48-hour post-job check-in
- review request
- “maintenance reminder” in 3–6 months (if relevant)
Loyalty and advocacy: make referrals normal
The model includes loyalty (repurchase) and advocate (your marketing for you).
Two practical moves:
- create a “VIP values” follow-up: a small bonus, priority booking, or a helpful guide
ask for referrals with a script:
“If you’ve got a mate who needs this done, send them my way—I’ll look after them.”
What to do this week (mini checklist)
- ☐ Print your customer journey stages and mark where you lose people.
- ☐ Choose one leak to fix in Discovery/Trigger (visibility + message).
- ☐ Choose one leak to fix in Connection/Engagement (response + follow-up).
- ☐ Choose one leak to fix in Service/Nurturing (review + follow-up system).
- ☐ Track 3 numbers weekly: enquiries, quotes, jobs won.
A Customer Journey Leak Test is one of the fastest ways to lift sales without “doing more”. Fix the cracks in visibility, response, quoting and follow-up, and your leads will convert with far less stress.
If you’d like help mapping your customer journey using the SBIS model and building a simple action plan for the next 90 days, visit www.sbis.com.au and book a chat.
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