As a customer, every interaction we have with a brand or an organization is an opportunity to fulfill our expectations. As the song lyric goes - every step you take, every breath you take. We all have expectations of what it will mean each step of the way.
A customer journey model helps us in the marketing, customer experience, and revenue growth role to identify what those expectations are. It helps us to model our programs to strengthen business performance in relation to customer and market interaction.
These have become popular over the last few years as a result of trends in marketing automation programs, attribution, multi-channel operations, and customer experience.
The following is a four-pronged customer journey model you can use to assess, define, and expand your own customer experience frameworks.
The Valid Customer Journey Model
Establishing market awareness of your product and its value proposition.
Pre-purchase customer consideration of your product and its value proposition expressed by engagement with your paid, owned, and earned content.
Active Customer Engagement
Post-purchase customer experience with your product and its ability to deliver on its value proposition.
Customer appreciation and satisfaction expressed through active advocacy of your product and its value proposition.
This creates a virtuous cycle and it provides a baseline starter model that you can use to establish your own customer journey models and sub-phases. With it, you can more clearly understand your customer, align your marketing technology stack and channel programs to drive performance at each phase, and measure productivity.
It’s also a tool you can use to help strengthen your marketing transformation and move marketing forward.