It is important to remember that the buyer does not always follow a straight line from interest to a deal. It is a complex and winding process.
The essence of building a customer journey map is to study consumer behavior at different stages of interaction with the brand.
CJM analysis helps optimize marketing decisions aimed at attracting and retaining customers, taking into account their needs and expectations.
Principles of Customer Journey Mapping
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The key difference between a customer journey map philippinen vorwahl whatsapp and a standard marketing strategy is the focus on the consumer, their problems, needs, goals and priorities.
Developing a CJM helps to better understand what steps need to be taken to ensure that a buyer trusts the seller with their finances and chooses their product.
By analyzing the customer journey, a business can identify existing opportunities to improve the purchasing experience and create interesting offers that meet the needs of the target audience.
Stages of the customer journey
To create a CJM, it is necessary to break down the buyer's journey into individual stages. The following key stages are usually distinguished:
Awareness of need : the need for a product can arise both spontaneously and under the influence of advertising. For example, in the first case, if a person starts to have a toothache, he needs to see a dentist. The second option is when a clinic offers a free examination through advertising. This can attract the attention of a potential client, even if he does not have current dental problems.
Information search : after realizing the need, the buyer begins to search for a product to satisfy it. For example, he can study reviews and various online offers. At this stage, it is important that the company is well represented online. Positive reviews, having its own website, mentions in articles-selections and active accounts on social networks can significantly help in attracting buyers.
Search for alternative solutions : the consumer usually considers several product options and begins to compare them. Specific selection criteria depend on the business area and the characteristics of the target audience. These may be parameters such as cost, brand, design or technical support. It is important to focus on those criteria in advertising and on the website that are most important for potential buyers.
Making a deal : the consumer chooses a specific product. At this point, there is still an opportunity to influence the purchase. For example, you can recommend a related product/service. If the customer buys a smartphone, offer them a discount on a case.
Consumption : The customer journey map does not end with the transaction. The consumer begins to use the product, and this experience influences their decision to continue interacting with the brand. For example, if the product was delivered with a defect and the problem was not resolved, the buyer will decide not to return to this online store in the future. On the contrary, a quality product and a high level of service contribute to repeat transactions.
Customer Return : When a consumer is satisfied with their experience with a company, they are more likely to return or recommend it to their friends. To motivate them, you can use personalized offers, discounts, and bonus programs.
Let's look at a customer journey map using the example of a resource for learning a foreign language.
Recognition of need : the client plans to work in a foreign company, so he needs to improve his level of English.
Search for information : a potential buyer searches the Internet for information about courses and services for learning a language. He encounters various advertisements during the search process.
Exploring alternative solutions : The client analyzes the offers of several courses to choose the most suitable option for him.
Making a purchase : The user contacts support to clarify details and signs up for a subscription.
Consumption : the client uses the training course and asks the manager any questions that arise.
Returning customer : the user is satisfied with the English learning experience and decides to renew the subscription for another month. The manager offers him a discount if he pays for six months.
The above stages may vary depending on the niche and the specifics of the business. For example, a “release” stage may be added, which includes recycling the packaging or reselling the product.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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How to find out the 5 key marketing metrics in your company?
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