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Te Von Kan Report

Wellbeing Management
WMMI21SP 2021.11.03

Customer insight and customer-oriented marketing

Mia Silvenius

CUSTOMER JOURNEY MAP

Example of an online clothing store (online shopping).

STAGE AWARENESS CONSIDERATION DECISION DELIVERY LOYALTY

&USE
Pick up and Order again,
Customer Hear from Compare and evaluate Add clothes to order, enjoy share experi-
activities friends, online ad alternatives shopping cart new clothes ence
Have the right Repeat good
Customer No goals Find the best solution Find and se- and good customer ex-
goals at this point to buy clothes lect products quality, get perience
help if…
Delivery ser-
Touchpoints Social media Website, social media App, website, vice, email, Social media,
phone call phone, chat Website

Very excited, “This is easy”

Experience Curious Excited “Payment is Frustrated, but “I should
painful” then Satisfied share this”
Increase Deliver on Turn cus-
Business Increase Increase number of shopping cart time, satisfy tomer into ad-
Goal awareness website visitors value, sales the customer vocates

Organiza- Create marketing Create marketing cam- Optimize pur- Organize cus- Manage feed-
tion act-s campaigns paigns and content chase funnel tomer service back
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I thought it would be better to create a table and show the main points and
steps of customer and organization. As an example, I took online shopping.
To begin with, I identified five basic steps and then divided each step into
stages. At this point, I started my journey from the point of customer’s and at
the same time company’s views. The result you can see above.

Customer journey map is the key to understanding your customer.

Creating a customer journey map can help you and your company visualize
how customers feel at all brand touchpoints so you can avoid potential issues
ahead of time and discover key information to make the best decision for your
business.

I personally think that this is a necessary process for every company, since
you know how to draw customer journey map correctly, it will be much easier
to reach customers’ needs.
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References

https://delighted.com/blog/guide-to-customer-journey-mapping

https://www.columbiaroad.com/blog/why-and-how-to-create-a-customer-jour-
ney-map-download-free-template