The customer journey is the process that a customer goes through from the first point of contact with a product or service to the point of purchase. There are different phases that the customer goes through on the way to making the purchase.
Different phases of a customer journey
There are various models that depict the phases of the customer journey. One well-known model is the AIDA model, which stands for the terms “Attention,” “Interest,” “Desire,” and “Action. In other customer journey models, the phases are subdivided in much greater detail.
The classic customer journey model, on the other hand, consists of 5 phases, which are divided as follows:
Awareness
The customer has noticed the product or service via an advertising channel (e.g. TV, influencer marketing on social media, etc.).
Consideration
The first interest is aroused and the customer informs himself/herself about the product or service via Internet research.
Intent to Purchase
the buying interest becomes more concrete and a final impulse is still missing
Conversion
the customer completes the purchase
Advocacy
The customer shares his/her opinion on a rating platform (e.g. review)
Advantage of the Customer Journey for companies
The customer journey is crucial for a company for the process of product or service optimization. The individual phases and steps allow the company to understand at which point there is a need for improvement.
Often it is the point of purchase intention, when the customer lacks a final impulse for his or her decision, at which point the customer bails. But also the customer evaluation is very valuable for the company selling the product or service as feedback to improve the offer.
Through the buying behavior, the company can define the target group. The company can then align its marketing measures with the needs and preferences of its customers.
