Post by account_disabled on Jan 24, 2024 5:48:00 GMT
About two hundred years ago there could be one blacksmith or baker for a whole city. Whether you like it or not, you had to take the goods from him. Therefore, the buyer’s journey was a simple walk to the nearest store. But competition grew, advertising appeared, and then digital technologies - and this path became more complicated. Now, in order to win a client, you need to understand where he “hangs out”, in what ways he learns about the brand and how they interact with it. Read what the customer journey is, why it is important to consider it, and how to map the customer journey.
Reading time: 12 Fax Lists minutes What is a customer journey or client path What is a customer journey map Why do you need a buyer journey map? How to build a customer journey map Conclusions: what is the customer journey and why do you need a map of it? What is a customer journey or client path Customer journey or client path is the path that the client goes through: from the emergence of a need for a product to the moment of purchase or becoming a fan of the brand. This is somewhat similar to a sales funnel, but the customer journey has significant differences: it is not linear - the buyer can skip various stages on the way to the sale, return to the same one several times; does not end with a purchase - the customer journey also includes post-sale interaction with the brand; takes into account the consumer's goals and emotions at every stage of the journey.
Let's illustrate the buyer's journey using the example of a young mother who chooses a stroller. She talks to a woman in the park who recommends her a certain make and model. Google to get a better look at the stroller online. Goes to a women's forum to seek advice. Opinions are divided, so the woman still goes to the recommendation site. Once you're sure the stroller is suitable, look for the lowest price online. Goes to the online store website. But the terms of payment and delivery are unclear. Luckily there is a phone number. The woman calls, but the operator does not answer. She is about to hang up, but hears the manager's answer. As a result, the application was completed.
Reading time: 12 Fax Lists minutes What is a customer journey or client path What is a customer journey map Why do you need a buyer journey map? How to build a customer journey map Conclusions: what is the customer journey and why do you need a map of it? What is a customer journey or client path Customer journey or client path is the path that the client goes through: from the emergence of a need for a product to the moment of purchase or becoming a fan of the brand. This is somewhat similar to a sales funnel, but the customer journey has significant differences: it is not linear - the buyer can skip various stages on the way to the sale, return to the same one several times; does not end with a purchase - the customer journey also includes post-sale interaction with the brand; takes into account the consumer's goals and emotions at every stage of the journey.
Let's illustrate the buyer's journey using the example of a young mother who chooses a stroller. She talks to a woman in the park who recommends her a certain make and model. Google to get a better look at the stroller online. Goes to a women's forum to seek advice. Opinions are divided, so the woman still goes to the recommendation site. Once you're sure the stroller is suitable, look for the lowest price online. Goes to the online store website. But the terms of payment and delivery are unclear. Luckily there is a phone number. The woman calls, but the operator does not answer. She is about to hang up, but hears the manager's answer. As a result, the application was completed.