Even in this simplified example, the client goes through many stages. And on several of them, the sale almost fails. If the brand knew which ones, it could increase these bottlenecks. For example, provide positive feedback on the forums, information about payment and delivery in a conspicuous place, faster responses from managers. This is one of the main goals of building a customer journey – to understand how the client comes to you and make his experience flawless.
Before the advent of digital technologies, it seemed that it was enough to “feed” more advertising to a potential client – and he would turn into a buyer. and with it additional channels through which you can learn about the product and choose the right offer.
But the Internet appeared
Over time, marketers have come to the conclusion that there is another way to fight competitors, in addition to price or quality. You need to find out how the client lives before and after the purchase, and then use this knowledge to keep him. For the first time, the topics Nepal Email List of the customer journey were touched upon in the 80s. Susan Whittle published a book in 1989 , in the title of which she urged “put on your customer’s shoes” – an idiom similar to the Russian expression “get into someone’s shoes.” And Chip Bell and Ron Zemke in the same year published The Wisdom of Service , in which they referred to the concept of. Brands no longer controlled the entire flow of information that the client could receive.
Building a map of the service cycle
The goal is to get inside the customer’s head in order to ‘see’ and therefore understand the customer’s experience. Armed with this, organizations are better able to fine-tune and re-engineer their processes to become more customer-centric. It is an ongoing process as consumer needs and expectations are constantly changing.”
And this is most often a really full-fledged map of the customer journey, and quite confusing. A customer can learn about a brand through word of mouth, then google it, go to the store to feel the product. But in the end, order it online, because it’s cheaper that way. And then the experience of use, warranty service and, possibly, new purchases.
