Did you know that 2.3 trillion gigabytes of information are generated on the Internet in 24 hours? We leave a mark with every click, with every action, with every application. All this, multiplied by millions, and always treated in an aggregate way, which gives us a much more accurate portrait than any other information available, this is real, tangible and strategic; We live in the era of 'Think fast'.
Until relatively recently, the information available about a consumer or client depended, in most cases, on the analysis of structured declarative data (surveys, consumer interviews, a loyalty program, or service quality, etc. .) and a non-declarative part that came to tell us what the client had not stated and that generated a first wave of what was called Business Intelligence, where structured data was worked from databases created on telecommunications or energy consumption, contracting insurance, banking, etc. This last part has taken a radical turn in recent years thanks to Big Data and elements such as the mobile phone, credit card purchases, social networks, web browsing itself or geolocation. Now we know about the real consumer what we call the 'customer journey', all his movements during the phases of the relational model between a market, a brand and the consumer himself,
Any 'touchpoint' along the way, from purchase influencing elements, to the purchase itself and future prescription of the product or service.
How to design a successful customer journey?
There is no universal formula on how a customer journey should be drawn up since each organization and industry has different needs, however, there are some common steps that all customers experience:
- Awareness: The customer becomes aware of the brand for the first time. This can happen through advertising, word of mouth, or any other form of marketing.
- Interest: The customer begins to become interested in the brand and its products or services. This can happen after reading a review, seeing an ad, or talking to a friend who is an existing customer.
- Consideration: The customer begins to consider purchasing the brand. This may involve comparing prices, reading reviews, and ordering samples.
- Decision: The customer makes the decision whether or not to buy the brand. This decision can be influenced by a variety of factors, such as price, quality, and availability.
- Post-sales: The customer has purchased the brand and is now experiencing the product or service. This is the time when the company can build relationships with customers and turn them into loyal customers.
By understanding the customer journey, companies can identify where they can improve the customer experience. This can lead to increased sales, increased customer satisfaction, and brand loyalty.
What are the benefits of creating a customer journey?
Benefits of understanding the customer journey
There are many benefits to understanding the customer journey, including:
- Increased sales: By understanding the points at which customers abandon the journey, companies can identify areas where they can improve the customer experience and increase sales.
- Greater customer satisfaction: By understanding customer needs and wants, businesses can create more personalized experiences that satisfy customers.
- Increased brand loyalty: By creating positive experiences, companies can turn customers into loyal customers who will continue to buy from the brand in the future.
In short, the customer journey is an essential tool for any company that wants to create a successful customer experience. By understanding this, businesses can create strategies to improve customer experience and increase sales, customer satisfaction, and brand loyalty.
