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09 - Customer Journey and Touchpoint

The customer journey consists of multiple stages like awareness, consideration, purchase, and retention. At each stage, customers interact with the company through various touchpoints such as websites, emails, and social media. A customer journey map visualizes the touchpoints a typical customer encounters and helps businesses understand customer needs, behaviors, and improve their experience. Touchpoints provide insights into a customer's decision-making process and occur through interactions on websites, social media, customer service calls, and more.

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Asad Akhlaq
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28 views10 pages

09 - Customer Journey and Touchpoint

The customer journey consists of multiple stages like awareness, consideration, purchase, and retention. At each stage, customers interact with the company through various touchpoints such as websites, emails, and social media. A customer journey map visualizes the touchpoints a typical customer encounters and helps businesses understand customer needs, behaviors, and improve their experience. Touchpoints provide insights into a customer's decision-making process and occur through interactions on websites, social media, customer service calls, and more.

Uploaded by

Asad Akhlaq
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Customer Journey

and
Touchpoints
Customer Journey

• The path that a potential customer takes before making a


purchase or taking a desired action on a company's website or
digital platform is known as the customer journey in digital
marketing.

• The customer journey typically consists of several stages, such as


awareness, consideration, decision (purchase), and retention.
Customer Journey and Touchpoints

• In each stage, the customer interacts with the company in


different ways, through various touchpoints such as social media,
email marketing, or website visits.
Customer Journey Map

•A customer journey map is a visualization of the touchpoints a


typical customer encounters along their purchase journey.

•A customer journey map helps businesses identify the various


touchpoints, understand the customer's needs and behaviors at
each stage, and create an effective strategy to improve customer
experience.
Stages of a Customer Journey
Customer Journey Map
Touchpoints

• Touchpoints are the various interactions that a customer has with


a brand during their customer journey.
• Touchpoints can occur through different channels such as website
visits, social media interactions, or customer service calls.
• Each touchpoint provides information on the customer's
decision-making process and preferences.
Identifying Touchpoints

• When identifying touchpoints, it is important to consider the


specific context and need of the customer.
• Rather than categorizing social media as a touchpoint, a
customer's response to a flash sale announcement on Twitter
should be identified as a touchpoint.
• Thishelps to provide more context and insights into the
customer's motivations and preferences.
Customer-Centric Touchpoints

• Touchpoints should be customer-centric, meaning that they


should focus on the customer's experience and needs rather than
solely on the business goals.

• Viewing touchpoints from a customer-centric perspective can


provide valuable insights into buyer motivations and behaviors.
Key Takeaways

• Carefully
define touchpoints for all media channels to get the
most from touchpoints.
• Touchpoints that are customer-centric and relate back to their
needs will yield the most useful data about customer
motivations, preferences, and behaviors.
• Customer journey maps are useful tools to help businesses
identify touchpoints and create an effective strategy to improve
customer experience.

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