Customer journey – part I

Stages Awareness Information search Evaluation Purchase

John’s John is He John has found Next day in He likes the John has John searches John found one John is informed
journey ready to remembered some garages his spare time instant prices many options each service service that he by the local
start his job that he has to around him but he starts to and the to choose to find out likes and goes garage that the
from the renew his MOT there are no search again reviews from and more back to the booking is
morning for his moped prices for garages section from starts to think information RideTo.com confirmed at the
but is quiet and starts available and and finds website. which garage about them. and starts the price and time he
and he has searching for starts to call RideTo.com would be booking asked.
no orders. garages where and ask for an good for him. process.
he can also appointment.
change the oil.
Task During this John is Local garages John enters RideTo.com RideTo.com The customer Customer The customer will
Analysis quiet time accessing are either busy the number has a garage offers all the checks the books a service receive an email
he is multiple or too plate of his comparison available offers that he through with additional
surfing websites to find expensive. moped and his feature where spaces from found on RideTo.com information about
internet. a convenient postcode. the prospect all the nearby RideTo.com and the garage his booking.
offer. can check garages. will be
prices. notified.
Touchpoints - SEO - website - website - PPC - social media - online - email
- - - PPC - website - SEO booking
- website - word of system
mouth - confirmation
email
Devices smartphone smartphone smartphone - smartphone - smartphone - smartphone - smartphone - smartphone - smartphone
Emotion undecided curious focused pleased overwhelmed anxious happy excitement excitement

Attitude
and feelings
at each
stage
 Customer Journey – part II
Stages Post Purchase - advocacy
John’s journey John is impressed John is now
of the quality work recommending this
that it has been website to all his
done to his moped friends.
Task Analysis He writes a review The word of mouth
on RideTo.com with his experience in
about his finding a garage
experience with spreads in his delivery
the garage. drivers group.
Touchpoints website Word of mouth and
social media
Devices desktop smartphone
Emotion impressed excitement

Attitude and
feelings at each
stage