Customer Journey/User Journey (Customer Journey. User Journey) refers to the entire process of interaction between a customer. And a brand from the initial understanding of the brand to the purchase of goods or services to after-sales support. And loyalty building. This process Opportunities for interaction are called touch points.
The reason why the customer journey is important is that it directly affects customer experience. (CX, Customer Experience) and attitude sms promotional campaign towards the brand. Forbes magazine once pointed out that 86% of customers are willing to spend more money to purchase products in order to obtain better products. Customer experience; conversely, one in three customers will leave their favorite brand because of a bad customer experience ( source ).
The concepts of “customer journey” and “customer experience” are very similar at first glance, but their emphasis is different:
- Customer journey = What they do at each stage of the customer life cycle
- Customer experience = how they feel throughout the customer life cycle
However, customer journey is closely related to experience, so some people in English directly call it Customer Experience Journey. When a brand uses the concept of customer journey to comprehensively plan each touch point (which may be a digital channel or a store), and optimize and integrate all channels, it can better meet customer needs for different customer groups and stages, and improve customer satisfaction. Purchase rates and customer lifetime value (LTV) .
On the other hand, brands can also analyze various behavioral data in the customer journey, understand customers why do line marketing? advantages of operating line oa more accurately, provide them with the most practical products or services, retain customers, increase revenue, and reduce the cost of serving customers.
5 classic customer journey stagesCustomer Journey Stages
The most classic customer journey stages are divided into the following 5 stages:
- Awareness: Customers begin to understand your company, goods or services, either passively receiving advertisements or actively searching for them. Brands must accurately understand who your customers are and provide the most effective content at the right time and channel.
- Consideration: Customers take the initiative to research and compare various brands, products or solutions. If the brand provides practical content such as FAQs, advantage introductions, unboxing articles or videos, it will have a better chance of standing out.
- Purchase: The buying stage, also known as the decision-making stage, may be short in the journey, but it is important. Brands should avoid making customers abandon checkout midway . For example, the fees should be as transparent as possible (no hidden shipping fees or taxes), and the membership registration, yeezy 350 boost v2s login and checkout processes should not be too complicated to create a smooth and convenient consumption experience . important.
- Retention : At this stage, the main focus is on building loyalty. For example, customers may need after-sales service or more related product recommendations after purchasing, so that they can continue to repurchase. According to research, the chance of selling to existing customers is 60 to 70%, but the chance of selling to new customers is only 5 to 20%.
- Advocacy : When customers become your loyal members, they will not only continue to purchase, but will also be willing to share positive experiences and recommend to more relatives and friends.
