Customer Journey

Customer Journey

The 'customer journey' refers to all the steps a (potential) customer takes during their interactions with a brand, product, or service. It begins when the customer becomes aware of a brand or product and continues through to the final purchase decision and any repeat purchases.

The following phases are part of the Customer Journey:

1. Awareness: The customer becomes aware of the existence of a particular brand or product.

2. Consideration: The customer researches and compares options to make an informed decision.

3. Decision: The customer makes a choice.

4. Purchase: The purchase is made.

5. Customer Retention: The relationship with the customer doesn’t end with the purchase. The brand focuses on retaining existing customers and encourages repeat purchases through good customer service, after-sales support, loyalty programs, or feedback opportunities.

6. Usage: Customers start using the product or service.

7. Evaluation: After using the product or service, the customer evaluates whether their experience met their expectations.

8. Repeat Purchase or Advocacy: If satisfied, the customer may make repeat purchases or, in the best-case scenario, spread positive word-of-mouth.

The customer journey builds on the classic AIDA model (Attention, Interest, Desire, Action). The first step, Awareness, corresponds to the "Attention" phase. The next steps leading up to the purchase are related to "Interest" and "Desire." When the customer makes a purchase and continues to repurchase after using the product, this falls under "Action." The customer journey takes into account all stages, from awareness to the final purchase decision and potential repeat purchases.

Advertisers and media planners use targeted media campaigns and other forms of communication to effectively address the different phases of the customer journey. By aligning their marketing and communication strategies with the needs and behaviors of customers in each phase of the customer journey, they can increase engagement and interaction with their target audience, thereby improving the chances of conversions and brand loyalty.