The term customer journey, also known as users or buyers journey, is a marketing term. It is an approach of developing a holistic, user-centric marketing strategy. As the name suggests, the customer journey describes the journey of a (potential) customer from the first contact to the purchase of a product or a comparable, predefined action (e.g., a registration, order, or inquiry). Each customer journey takes into account all touchpoints the customer had with a brand, product or service up to the target action (conversion). For a better overview, the customer journey is usually visualized in the form of a customer journey map. After all, every journey needs a map to know where it's going. The same applies to a company's online marketing strategy. A single customer journey takes from minutes to weeks or often even months and is often made up of several hundred touchpoints. The development of a customer journey accordingly costs a lot of time and resources. Once it has been developed, however, it is a powerful tool for better understanding the needs and behavior of customers and ultimately increasing the success of a company.
Phases of the Customer Journey:
There are various approaches to the phases into which the customer journey can be divided. However, they all have one basic idea in common: it can be assumed that a purchase decision is not usually made immediately.
First, the target group must become aware of the product. In the next step, interest is aroused. Only later, after some information has been absorbed, does the desire for the product arise, which ideally finally leads to action. In this case, we speak of conversion. The principle is comparable to the AIDA model.
Exactly how many phases a customer journey contains cannot be defined in a generally valid way. However, it is generally assumed that there are at least five stages to the journey.
- Awareness - the customer has become aware of a product or service.
- Consideration - he weighs whether to take it up.
- Conversion - the transformation of the user into a customer through their purchase.
- Retention - the customer receives the product and is satisfied with it.
- Advocacy - he shares his customer experience with others.
Phase 1: Awareness
At the beginning of the customer journey, awareness of a product is awakened. The customer perceives the product attentively for the first time, often in connection with an existing need. The goal of companies is therefore to generate this attention. Possible initial touchpoints include presentations at the POS, recommendations, direct mailings, and other digital channels and offline media.
Phase 2: Consideration
The customer wants to find the best solution for her need. She informs herself, researches offers, evaluates, compares and selects. Now it is crucial for companies to increase interest, increase the number of contacts on their own touchpoints, and convince. The customer visits physical stores, gets advice from customer service or orients herself to trade magazines. Relevant digital touchpoints are the website, electronic stores, social media, forums and comparison portals.
Phase 3: Conversion
Now the customer wants to purchase the right product as easily as possible and at a good price. She selects her favorite supplier, contacts or visits him. A positive experience leads to a purchase (conversion). The most important digital contact points in this phase include e-mail, website, e-shop, and app. Offline, the store, phone, and order card are relevant touchpoints. Skilled providers not only generate a sale, but also use the opportunity for additional sales.
Phase 4: Retention
After purchase, the customer expects fast delivery, impeccable quality and rapid assistance in the event of complaints. Touchpoints such as the delivery service, packaging, delivery bill and telephone customer service help to ensure that expectations are met or, in the best case, even exceeded. In the fourth phase, suppliers score points above all with service excellence.
Phase 5: Advocacy
The customer wants to repeat the good experience and - through positive reviews - enable other customers to do the same. In this phase of the customer journey, the provider can generate repeat and additional purchases (up-selling and cross-selling). The goal is to further strengthen customer loyalty and turn customers into fans.
Evaluation of the customer journey:
The tracking of the different phases can be done e.g. via Google Analytics, where it is possible to track, at least roughly, through which phases a conversion has occurred (e.g. via direct or organic search, through links, social media, etc.).Although the individual steps of the customer can be traced in quite some detail today, especially in online marketing, it is still difficult to define which individual touchpoint has now led to the conversion. In the past, the success of a campaign was attributed to the first (first-click wins) or last (last-click wins) contact between customer and brand. Today, however, even with tracking methods, it is hardly possible to identify a single touchpoint as the decisive factor for the purchase decision. Rather, it is the interaction of all touchpoints that leads to a positive customer experience and favors the purchase decision: Ideally, each touchpoint leaves the customer with a positive feeling.
Customer Journey Map:
A customer journey map is a visual representation that helps you gain better insights about your customers' experiences (from start to finish) from their perspective.
There are two essential elements to creating a customer journey map:
- Define your customers' goals
- Understand how you map their non-linear journey
Excel spreadsheets, infographics, illustrations, and charts are just a few of the ways you can create a map.
The important thing is to map every point of interaction between your customers and your company.
You may think that creating a journey map is an arduous process, but don't underestimate the relevance of these visual representations. By mapping out a customer's journey, you are in fact mapping out every possible opportunity you have to delight the customer. By becoming aware of these touchpoints, you can develop engagement strategies. It turns out that 89% of companies with multichannel engagement strategies were able to retain their customers, compared to 33% of companies that did not.
The purpose of creating customer journey maps is to develop strategies that support customers at every touchpoint and make them feel understood through smoother and better experiences.The Journey Map brings companies into the mind of the customer, with tangible insight to better understand their needs and wants and how they see your product and brand.
As we enter the second half of 2021 and continue our foray into the “AC” era (after Covid), it’s possible and even prudent to look back on some of the trends and lessons learned during the pandemic as a primer for how brands need to react quickly and pivot strategically when outside circumstances call for speedy maneuvers.
The pandemic highlighted the need to listen to and encourage feedback from consumers in order to regularly meet current needs and predict upcoming trends.This need to always have an “ear to the streets” isn’t going to change now that Covid is waning; in fact, recent consumer studies indicate that in order to create true customer loyalty and boost engagement, it will be crucial for brands to adapt to a strategy that both personalizes the customer journey and promotes messaging that reflects the current lifestyles and values of their customer base.What challenges and opportunities should customer loyalty and engagement specialists consider as they plan for 2021?
Here are five key trends to keep in mind: Mitigating Risk Via Omni Channel OfferingsThe pandemic forced consumers to patronize brands and stores that took safety seriously and implemented protocols and options that reflected that commitment.
Social ConsciousnessMore and more, today’s consumers are factoring in larger ideals (e.g., community involvement and sustainability) when they decide what and where to buy.
And callout – or “cancel” – culture means brands are held publicly accountable for their decisions.
Socially conscious decisions can be good for society and your business.
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According to a research report "Cognitive Assessment and Training Market by Assessment Type (Pen- and Paper-Based, Hosted, Biometrics), Component, Application (Clinical Trial, Screening & Diagnostics, Brain Training, Academic Research), Vertical, and Region - Global Forecast to 2021", published by MarketsandMarkets, the cognitive assessment and training market size is expected to grow from USD 1.98 Billion in 2016 to USD 8.06 Billion by 2021, at a Compound Annual Growth Rate (CAGR) of 32.3%.Browse 63 market data tables and 47 figures spread through 150 pages and in-depth TOC on "Cognitive Assessment and Training Market - Global Forecast to 2021"The major forces driving this market are aging global population, increasing awareness about brain fitness, and advancements in technology.
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The new generation in this region is more concerned toward the benefits of cognitive training, which is not just limited to patients with cognitive dysfunctions.
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