CUSTOMER JOURNEY: WHAT IS IT AND WHY YOU HAVE TO USE IT?

The Map of the Customer Decision Journey or Consumer Journey is that marketing model used to learn about the path that leads the user to get in touch with the company, from the origin of the need to the final purchase.

The analysis of the whole journey allows you to know the strengths and weaknesses of each individual stage and to identify the appropriate tools to improve the overall buying experience.

The Customer Journey is not a linear path, but it is possible to identify the single stages, called touchpoint, or the points of contact with the company.

WHY IS CUSTOMER JOURNEY SO IMPORTANT?

Knowing and interpreting customer needs is a strategic activity for every company. The consumer’s journey always starts with a need and – eventually – it arrives to the purchase of the product/service. However, the consumer can also decide to leave the route at any time.

Understanding the reasons behind the route change and, in general, knowing the route the users take, allows you to understand their needs, satisfy them and even anticipate them.

THE PHASES OF CUSTOMER JOURNEY

  • Awareness: it is the moment in which the user is looking for information to satisfy his/her conscious need or has contacted the company through an online campaign. For this reason, it is advisable to develop a digital strategy that includes a social content plan in order to provide a quick answer to any possible questions, addressing the consumer's attention towards your product/service;
  • Consideration: In this phase, the consumer is intrigued by the product and is considering its possible usefulness. The consumer is searching for information on the product characteristics and is comparing it with other products, in terms of price, features, materials, etc. Here the most important thing is to ensure an integrated and consistent communication between the online and offline channels, to make the user perceive the seriousness and solidity of the company;
  • Purchase: this is the most delicate stage of the Customer Journey, especially if the conversion takes place online. In this case it is important that the user feels safe and that the payment is protected and secure;
  • Loyalty: it is the final step, when the consumer, after the purchase, decides to share his/her positive or negative experience on the web.

CREATE A CUSTOMER JOURNEY MAP

The “journey” map is a very useful tool to analyse all the phases of the Customer Experience. There are various templates for mapping touchpoints and you can use your favourite graphics and colours. The important thing is that the map includes information such as why users search and buy a specific product, why they are searching for information and all their actions in general.

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