The customer journey is a tool that is based on storytelling and design thinking and allows us to reflect in the form of a map the entire path that the users of a brand travel, from when they first hear about a product or service until they are become loyal customers. This journey reflects the different touch and inflection points that occur throughout the buying process.
To prepare the customer journey we always rely on objective data. But we seek to reflect an experiential truth, that is, the story of a typical person with their doubts, emotions and impressions.
Why do you need a customer journey map?
Each brand and each product have their own purchasing process. But broadly speaking, we can divide it into the following phases :
- Knowledge : the consumer identifies a need and wishes to find a solution for it.
- Research : The consumer begins to look for options and analyze their pros and cons.
- Decision : after having considered the different options, the consumer chooses to buy one of them.
- Post-sale : interactions between the brand and the customer after purchasing the product.
For marketers, creating a map of the buying process is a great help on many levels. A good customer journey allows us to understand what is going on in the minds of our customers and Fiji Email List communicate it to the entire team in order to act in a coordinated manner. In the process of collecting all the information and turning it into a coherent ‘map. We will be able to spot new dangers and opportunities and clarify which customer touch points we need to focus on. And all this means that we will have it easier to generate conversions to sales.
IAB Spain study: mobile phones in the purchasing process
In its latest annual study of mobile & connected devices. LAB Spain has given TR Numbers a good overview of the behavior of users on mobile phones and tablets and their role in the customer journey. Let’s see its most important conclusions.
