CUSTOMER JOURNEY EXPLAINED

The customer journey generally speaks to the complete end-to-end experience customers have with a company and brand across every touchpoint and interaction leading up to and following a purchase. Mapping a customer journey enables identifying key phases and pain points to optimize.

It typically begins even before any direct engagement occurs. For instance, the early awareness phase encompasses when target customers first recognize a need or problem to solve. They may increasingly notice digital or traditional advertising around related products. Casual web browsing and social media content they consume can highlight what offerings or solutions exist in the marketplace.

As customers get motivated to address their needs, they start actively researching to learn specifics around products or services that might suit them best. Comparison shopping behavior accelerates, from checking review sites to soliciting recommendations within their social circles. The number of brands under consideration narrows down to a few frontrunners. Multi-channel outreach from companies enters consideration sets during this active evaluation phase.

Moving closer to a purchase decision, a trial experience with the product often follows, whether by viewing demo videos or registering for free assessments and trials. At this critical late-stage evaluation, personalized sales or concierge outreach can provide custom guidance cementing purchase decisions. For tangible products, easily accessing item availability nearby or expected delivery timelines removes friction.

The shopping cart checkout and payment process completes the initial sale transaction. But post-purchase interactions equally shape longer-term customer loyalty and advocacy. As customers gain first-hand experience integrating products/services into lifestyle use, follow-on guidance and support improves retention. Ongoing community forums and new feature updates drive sustained brand stickiness after onboarding.

Mapping multi-step journeys across both business-to-consumer (B2C) and business-to-business (B2B) uncovers gaps at each phase and intersection where enhanced strategies and messaging can optimize desired target actions. Journey analytics guides smarter cross-channel content and multi-touch attribution. Enhancing wayfinding ultimately leads customers seamlessly towards transactions and enduring relationships.