Customer

Journey


Trade Marketing and Category
Management

David M. Moreno V.
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Customer Experience
HOW?
Customers’ cognitive, Experiences are subjective,
emotional, sensory, social, dynamic, and context
and spiritual responses to dependent
all individual direct and
indirect contacts with a firm
at distinct points in time.
IMPORTANT
Customers’ important role
in the co-construction of
Analyze the specific causes experience.
of customers’ cognitive,
affective, emotional, social,
and physical responses.

Need to register how exactly is the customer path when

interact with the company
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Customer Journey

“The path that follows every customer/consumer on a

purchase process”

“All the phases/steps that a person goes through from

the moment he/she identifies a need until purchase”

“Process through which a person goes to buy a

product or service based on a need”

“Today’s customer journeys consist of a myriad of

touchpoints scattered across multiple channels and media”
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Customer Journey
What happens at each touchpoint in a customer journey participates in the
production or transformation of what happens at another touchpoint in the
same journey.

Journey is produced by distinct experiential episodes

Although each customer journey is unique in its composition of incidents…

Ø  CHAPTERS
The initial contact Interaction

Orienting the customer Retention & Advocacy

Each of chapters is composed of a number of touchpoints

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Customer Journey Funnel

Look for a
solution of a
problem/
need.
TOFU

Consider and
evaluate the
options. MOFU

Take a decision
of one product or
service. BOFU
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Customer Journey Funnel

Awareness Stage
Goal: Engage prospects and create awareness of your brand

Consideration Stage
Goal: Show how your product can help your potential
customer achieve their goals and how your offering is
different from the competition.

Purchase Stage
Goal: To convert the prospect to a customer by dispelling
any remaining doubts about your product

Loyalty Stage
Goal: Help customers justify their purchase and stay
engaged with your brand, encouraging repeat purchases

Advocacy Stage
Goal: Encourage loyal customers to become brand
advocates and promote your product across their networks
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Customer Journey Funnel

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Customer Journey Funnel
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Customer Journey Map

The analysis technique/tool that allows understanding the overall
customer experience designed by the firm from the perspective
of customers.

CREATE a path sheet of every step and decision taken by the

customer with our products/brand.
-  Align external and internal vision: emocional and racional (given v.s expected)
GOALS -  Understand and redefine customer journey, and maybe find new target customers

It allows to capture in a map the stages, interactions, channels and elements that our client
goes through from one point to another of our service.
•  Sales/Commercial Team
•  Customer Service Team
Research & Follow up:
•  Surveys
•  BI / Analytics
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Customer Journey Map

Ø  MAIN ELEMENTS:

Persona Stages/Steps
(Target Customer)
Touchpoints

Thoughts/Emotions Opportunities/Improvements
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HOWEVER…
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Persona Target market / Customer description

STAGES 1 2 3 4 5
Awareness Consideration Purchase Loyalty Advocacy

GOALS What do customers want to accomplish in this stage?

(Needs)

ACTIONS Describe which actions customers need to do to reach the goals.

TOUCHPOINTS
How do customers get info to make a decision or reach a goal?
& CHANNELS
CUSTOMER
What are customers thinking or expecting during these actions?
THOUGHTS
OVERALL CUST.
What are the customers’ feelings in this stage?
EXPERIENCE

PAIN POINTS What are the problems or negative experiences that customers are
(What expect?) facing in this stage?
OPPORT. TO
How can we help customers to reach the goal?
IMPROVE
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Workshop

Describe a Customer Journey you have lived with any brand/

product/service in a map, using the main elements, until purchase
stage.

Then think and propose actions to become the customer a loyal
and advocacy one. Which thoughts and emotions could you
generate with these actions? Which touchpoints/channels would
you use to implement the actions?