5 Steps of the Customer Journey Flashcards
Awareness:
How and when a customer first becomes aware of you. This stage requires digital marketing to establish your brand and let customers know who you are and what you do.
Interest
: When a customer knows about you and is interested in what you have to offer. This stage requires digital marketing that informs the customer about your product or service.
Desire:
When a customer knows about you and wants the thing you have to offer. This stage requires digital marketing that makes it clear why a customer should choose your business for the desired product or service over another.
Action
When a customer knows about you, wants the thing you have to offer, and is ready to take action. This stage requires digital marketing that makes customers comfortable taking action.
Post-action
: When a customer has taken action. It describes how you interact with the customer after he or she has taken action. This is an often neglected part of the customer relationship but can be hugely valuable to your business.
The customer journey
The path a target persona takes through a marketing process
Customer Persona
A hypothetical person in your target audience with behaviors, motivations and purchasing habits
Pain Points
Problems customers have
Moments of Truth
Critical points in the customer journey where you understand customer’s opinion about your brand
Mapping the Customer Journey
Creating a scenario that describe the touchpoints your target customer uses to interact with your company or organization.
Touchpoints
Touchpoints are your brand’s points of customer contact, channels through which your customers encounter your brand. They are where your customers interact with your business.
Mapping Touchpoints
Mapping touchpoints helps you understand your customer’s perception of the brand and the actions they take to complete their goals.
Name 5 Common touchpoints
Website
App
Call-to-Action (CTA) link on a webpage or email
Payment Options
Social Media profiles
Signage
Customer support button
Product Displays
Product Packaging
Product Demos
Brochures
Newsletters
Newsletter form
Email
Add to cart button
In-person interactions
Guest Posts
Blog Posts
Landing Pages
E-Books
Revise and Refine -
The customer journey should be refined and improved continually based on what you learn
Name a few Customer Journey Mapping Resources
LucidChart draws, revises, and shares charts and diagrams.
Userpath is an online persona and journey mapping software.
Autopilot helps bring together customer interactions to understand the journey.
Smaply is journey mapping software that creates customer journey maps, customer personas, and stakeholder maps.
Custellence creates journey maps focused on customer experience.
