Did you know that 2.3 trillion gigabytes of information are generated on the internet every 24 hours? We leave a footprint with every click, with every action, and with every application. All of this, multiplied by millions, and always treated in a aggregated way, which gives us a much more accurate portrait than any other available information, this is real, tangible and strategic; we live in the era of ‘Think fast’.
Until relatively recently, the available information of a consumer or customer 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 told us what the customer had not manifested and that generated a first wave of what is called Business Intelligence, where structured data were worked on from databases created on consumption in telecommunications or energy, insurance contracting, 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 shopping, social networks, web navigation or geolocation. Now we know from the real consumer what we call the ‘customer journey’, all their movements during the phases of relational model between a market, a brand and the consumer himself, any ‘touchpoint’ of the way, from purchase influencing elements to the purchase itself and future prescription of the product or service.
How to map a successful customer journey?
There is no universal formula on how to map a customer journey as each organization and industry has different needs, however, there are some common steps that all customers experience:
- Awareness: The customer first learns about the brand. 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 already a customer.
- Consideration: The customer begins to consider buying the brand. This may involve comparing prices, reading reviews, and asking for samples.
- Decision: The customer makes the decision to buy or not to buy the brand. This decision can be influenced by a variety of factors, such as price, quality, and availability.
- After-sale: 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 the points at which they can improve the customer experience. This can lead to an increase in sales, greater customer satisfaction, and brand loyalty.
What are the benefits of mapping a customer journey?
There are many benefits to understanding the customer journey, including:
- Increased sales: By understanding the points at which customers drop out of the journey, companies can identify areas where they can improve the customer experience and increase sales.
- Increased customer satisfaction: By understanding the needs and desires of customers, companies can create more personalized experiences that satisfy customers.
- Greater 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 conclusion, the customer journey is an essential tool for any company that wants to create a successful customer experience. By understanding it, companies can create strategies to improve the customer experience and increase sales, customer satisfaction, and brand loyalty. Contact us now!
