![\"customer-journey-analysis-phases\"](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2020\/01\/customer-journey-analysis-phases.png\")
<\/div>\nFor this reason, customer journey analysis is a practical and effective endeavor for any business to undertake.<\/p>\n
In this article, we\u2019ll explore the various customer journey phases in the modern age, giving you everything you need to analyze and understand the buyer journey for your business.<\/p>\n
What is Customer Journey?<\/h2>\n
The customer journey — or buyer journey — is the complete path of interactions between a customer and a brand, encompassing all touchpoints from initial discovery until the point of purchase.<\/p>\n
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- (Where are Loyalty + Advocacy?)<\/li>\n<\/ul>\n
Nowadays, customers don\u2019t follow a predictable straight line. Omnichannel marketing<\/a> enables customers and brands to meet across multiple platforms and devices.<\/p>\n
For example, John may follow this path:<\/p>\n
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- Sees an ad on Google on his desktop.<\/li>\n
- Later, he visits the brand\u2019s website on his smartphone and sends an email to ask for information.<\/li>\n
- He receives a phone call from a sales rep.<\/li>\n
- The following week, he visits a store to examine some products in-person.<\/li>\n
- Finally, he returns to the brand website to place an order.<\/li>\n<\/ol>\n
This example is just one of countless buyer journey paths that is possible today.<\/p>\n
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- (This example is just one of countless buyer journey paths that are possible today.)<\/li>\n<\/ul>\n
Why is Customer Journey Analysis Important?<\/h2>\n
Studies indicate that people are willing to pay more for better customer experience. With that in mind, and competition being always on the rise, many companies continuously work to enhance their products and services.<\/p>\n
Today, businesses aren’t limited to physical stores. Instead, consumers have the option of going online to do business with brands through their digital presence. The scope of the business has changed in response to a revolution in customer interactions.<\/p>\n
The digital age is alive with fierce competition and rapidly changing consumer interests. It only takes a small misstep, and your business could lose a prospective customer to a competitor.<\/p>\n
So, if businesses learn more about the customer journey, they can map their marketing funnel to it, which will facilitate more effective sales and marketing campaigns.<\/p>\n
To understand how this works, we need to learn about the different customer journey phases.<\/p>\n
Customer Journey Phases<\/h2>\n
While customers go through different paths, there are several distinct stages of the buyer journey. Let\u2019s take a closer look at the customer journey phases.<\/p>\n
1. Awareness<\/h3>\n
A customer cannot be they have a pain point, and that they need a solution. At this stage, people will begin interacting with brands, casually perusing options online to see what is available in the market.<\/p>\n
In the awareness <\/em>phase, brands must be able to make a lasting first impression that prospects will remember. When brands do this successfully, people may return to their brand later in the journey.<\/p>\n
Social media is excellent at this stage, as it enables brands to create mass brand awareness at a low cost.<\/p>\n
2. Consideration<\/h3>\n
In the next phase, consumers will evaluate brands, comparing viable options to create a shortlist of top solutions. Typically, people will consider the following factors:<\/p>\n
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- Brand image<\/li>\n
- Product features<\/li>\n
- Pricing<\/li>\n
- Customer reviews<\/li>\n<\/ul>\n
The last one is particularly important now, as consumers trust feedback from other customers, friends, and family much more than the word of corporate brands.<\/p>\n
During the consideration <\/em>phase, prospects will try to identify the product or service that is the best fit solution. Ideally, it will add the most value and come at a minimal cost.<\/p>\n
3. Purchase\/Decision<\/h3>\n
After all the research is done, prospects must make a decision. In the age we live in, people rely heavily on online content like social media, customer reviews, customer experience<\/a>, and brand image in order to make their purchasing decisions.<\/p>\n
Another factor is the user experience and engagement. A brand that offers a seamless omnichannel experience from one touchpoint to the next will have great success as their customer journey is much easier than a clunky, older setup from a company that has failed to embrace new technologies and go-to market strategies<\/a>.<\/p>\n
For high-end products, prospects may also want to talk directly with sales personnel or product experts. These interactions are critical and can make-or-break a deal.<\/p>\n
4. Retention\/Loyalty<\/h3>\n
The customer journey doesn\u2019t end with the sale. In fact, the point of purchase may just be the beginning of a long and fruitful relationship for your business. If you focus on customer retention<\/a>, you can generate repeat sales and higher profits at a much lower cost than if you focus more on acquiring new customers.<\/p>\n
In the Retention <\/em>stage, customers will assess their buying experience, the product itself, and its value to their life. With a high level of customer satisfaction, a brand can nurture strong relationships that drive continued business growth.<\/p>\n
5. Advocacy<\/h3>\n
Finally, in the case of a highly-satisfied customer, people can reach the Advocacy <\/em>phase of the customer journey. If they are genuinely enamored with the product or service, they may become loyal supporters of the brand.<\/p>\n
So much so, that they will tell their friends and family about it, effectively becoming influencer or marketers use either of these brand and its products and services.<\/p>\n
How to Improve Customer Journey at each Phase<\/h2>\n
So, now that you know the fundamentals of the customer journey phases, we can look at ways of improving the user experience, at each phase so that prospects find the buyer journey easier and more enjoyable.<\/p>\n
Developments in recent years have led this customer-centric (has no connection with the flow here. Have something for customer centricity prior to it) form of marketing to revolve around personalized content. Brands leverage data insights on buying patterns, on-site behaviors, and social listening tools to guide their content creation. When it\u2019s done right, you can tailor blogs, emails, ads, and landing pages for small, defined subsections of your audience.<\/p>\n
This emphasis on personalization and segmentation is crucial now, and you can employ it at each of the customer journey phases to great effect.<\/p>\n
Here\u2019s how:<\/p>\n
1. Awareness<\/h3>\n
In the awareness phase, a business must build credibility and visibility. You can try the following:<\/p>\n
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- Targeted ads that reach a broad audience with your message.<\/li>\n
- Visual content that gets more plays, clicks, and shares.?<\/li>\n
- Helpful blog content like how-to tutorials.<\/li>\n
- Webinars that tackle the audience\u2019s problems.<\/li>\n
- Social media and consumer reviews to highlight the benefits of your products and services.<\/li>\n<\/ul>\n
Prospects at this phase of the customer journey are open to new information, and targeted content will be the most appealing as it offers value that resonates at a personal level.<\/p>\n
2. Consideration<\/h3>\n
In the second stage, brands must prove their worth to get prospects to seriously consider their product or service as a potential solution worth buying. You can use personalization here through user case studies.<\/p>\n
A spotlight focus on a relatable person, showing how the product or service changed their life for the better is a great marketing tactic. Another good idea is to partner with an influencer.<\/p>\n
- (This example is just one of countless buyer journey paths that are possible today.)<\/li>\n<\/ul>\n