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Customer journey
Six effective example stages for a customer journey.
Six effective example stages for a customer journey.

Some common example stages for a customer journey. 

Awareness

As the word suggests, this is when your customer first becomes familiar with your brand or product. More often than not this is directly related to your marketing efforts in driving brand awareness across your market, but can also relate to potential customers actively seeking out a solution to a need that they are experiencing.

Discovery/Interest

Once a potential customer has established awareness around your brand and product, the next common stage is for them to want to learn more. If you are using inbound/content marketing techniques this stage is where you would first obtain a potential customers details (such as name and email for content downloads).

Evaluation

More often than not any potential customer will want to check they are making the right decision before completing to a purchase. The content of this stage can vary wildly, from reading online reviews to onsite comparative quotes or free consultations. This is the critical stage in which a potential customer will go for you or someone else, and it can take anywhere from 30 seconds to weeks or even months depending on your business.

Purchase/Commitment/Transaction

While for most brands this stage is the actual purchase of a product or service, this stage can also represent a donation for a charitable organisation or any form of transactional commitment that your organisation is seeking to achieve. This stage is your businesses ‘end-goal’.

Delivery/On-boarding

While this stage may not be relevant for all organisations, it’s a critical step in the customer’s experience with your product or service. This is in effect the ‘first-touch moment’ and like the unwrapping of a new iPhone it can make or break how the customer perceives your brand.

Loyalty/Engagement/Advocacy

Once the customer is up and running with your product or service the marketers journey does not stop there. This final stage is where marketing can leverage the customers experience to date to influence new potential customers coming through the funnel. This can be through reviews, case studies or simply enticing existing customers to re-purchase.

Get alignment across your organisation.

Creating a shared understanding amongst your marketing team, and even key stakeholders within your organisation, about these stages of the customer journey can help shake people out of the belief that their silo, team or function is the single most important in the business. By getting close to your customer, even just at this early stage of developing your customer journey, you can begin to shift the organisation’s mindset to a more holistic view of the customer across all the touch points that matter to them. 

Like Peter Drucker says, by getting to know and understand your customer intimately, your more likely to deliver marketing content and messages that make your product a no-brainer purchase in their minds.

Up Next: Why you shouldn't assume that you know your customer's journey.

This article is an excerpt from our ebook: 5 Big Questions to Map your Customer Journey which you can download here.

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