The Customer Journey, or the Buyer Journey, is the steps that the customer can experiment to buy a product. It allows you to understand the customer’s interactions with your brand from the moment they become aware of your brand’s existence to their post-purchase experience. This marketing tool is now fundamental and efficient.
What is the Customer Journey?
A graphic card, developed by Marketing / Community Managers or Product Owners, which represents the journey of your customers and their interactions with your various points of contact or touchpoints. This map allows you to analyze and understand the customer experience, representing the motivations and emotions of the consumer from the first contact with your brand until the conversion of a potential customer to a loyal customer. Therefore, the main questions to ask are:
- Why do they interact with your brand?
- What are their feelings and thoughts?
- What are their expectations?
The 5 stages of Customer Journey:
Creating the experience map involves understanding the users and their needs when deciding to buy, while also analyzing the user experience, and their opinions and behaviors about a product. This data can be analyzed using tools such as Webanalytics (traffic analysis), and Usability tests.
Step 1: Acquisition:
Defining the target group is essential in order to understand the needs and buying habits of your users. You first identify the target’s buying motivations, then you offer them useful content on how your brand can meet their needs. Social networks are being developed more and more to make everything easy to find. A good analysis will help you define the personas for more specific targeting.
Step 2: Consideration:
This step is indispensable and comes before the sale. Indeed, the consumers begin to do more specific research on solutions that will better meet their needs. Your product must be well described on social media and website, and / or well presented by the sales representative, to be able to impress the prospect.
Step 3: Buying decision:
At this stage, the prospect has finally made his selection of the products he needs.
The action of buying is the first step towards the customer relationship cycle, so you have to support the customer in an agile way throughout their journey and ensure that they have a positive and unique experience. The goal is to ensure recurring sales and an increasing curve in the product lifecycle.
Step 4: Customer loyalty:
The after-sales stage is very important. This is the main key to keep the relationship with the customer and to get them to come back and buy again. You can send them offers and promotions via email, ask them to follow your brand’s social networks, send them a satisfaction survey, call them a few days after purchasing the product to ask for their opinions, etc.
Step 5: Recommendation:
In this step, you should focus on developing the feeling of belonging to your brand. That is, building a personalized relationship with the customer and making them the brand ambassadors, which will increase conversion rates. Ask them to share their feedback in the social media and tag your pages.
In conclusion, the Customer Journey is an important tool for understanding the experience of your consumers. Consider ensuring a better adventure for everyone who enters your brand universe.
If you want to talk about it in detail with our experts, contact us!
MORE YOU KNOW, MORE YOU GROW :
Reading more ? Check out other interesting topics !
