Nowadays, the smartphone is always at hand. When shopping, looking for detailed information about the new favorite piece and in the evening for the best Restaurant in town. Mobile devices are used everywhere and serve as a primary source of information for decision-making processes, which is called the “mobile customer journey”.
This is a major challenge for companies. Marketing must prepare the content for that it is available to the potential customer at the right moment in the right place and in the right format.
WHAT IS MY CUSTOMER’S JOURNEY?
For more efficient communication and customer experience, it is recommended to consider the Customer Journey. It maps all the touchpoints of a customer with a brand, product or service. The customer is in focus and the sales process is viewed from the customer’s point of view: What steps does the customer pass through? Where does he contact the company? What is the experience of the customer?
In rare cases, the customer decides immediately to buy. Instead, the potential customer comes into contact with the product, the service and the company several times during the decision-making process. He informs himself in detail and gets different opinions. The duration of a Customer Journey can vary greatly – from several hours to several days. For companies, it is important to increase the demand for the product or the service and to support the customer from the decision-making phase to the conversion (purchases, orders or inquiries). With the increasing Internet use of mobile devices, all channels should be optimized for them.
THE DECISION TO BUY
Customer Journey Mapping can be used to describe the entire purchasing decision process. It is important to take the customer perspective in order to be able to visualize the Route precisely. There can be positive and negative experiences at every point of contact, both offline and online. Offline touchpoints are, for example, classic advertising ads, TV or radio spots, on-site consultations with salespeople and the exchange of opinions with family and friends.
The online touchpoints include the website, e-mails, newsletters, social media and information on rating portals. It is necessary to identify and eliminate the pain points that have a negative effect on the purchase decision. All touchpoints decide whether the customer is at the end of a target trade.
IN GENERAL, THE CUSTOMER JOURNEY INCLUDES FIVE PHASES:
1. PHASE: AWARENESS
The customer recognizes his problem or needs. Through a successful web presence with a high visibility in search results, the customer is drawn to their own solution and a first interest is aroused.
2. PHASE: CONSIDERATION
Through a detailed information gathering and by gathering opinions from family members and friends, the interest in the customer increases and pays the solution to buy.
3. PHASE: CONVERSION
The customer actually buys the solution and uses it.
4. PHASE: RENTENTION
At best, the customer is very satisfied with the solution. For companies, it is important to offer a comprehensive service around the solution, in order to impress the customer in a lasting way.
Only enthusiastic customers give recommendations and tell their acquaintances of the solution and the company, if they are satisfied. Word-of-mouth recommendations are very valuable to businesses and help create new jobs.