the customer experience lifecycle of a social brand
Influence
Build ongoing
awareness of
relationship
Brand need
advocacy
Realisation
• Recognition of
a problem or
need
Reactive customer
service Service Awareness
• Connection
Connect • Post-purchase
between need &
support
product Influence
sharing of
connection to
service
product
experience
Brand Consumption Evaluation
advocacy • Consideration of
• Product is used
product Brand
Feedback
Connect
Influence
sharing of Transaction
awareness of
product • Money is
exchanged benefits
experience
Influence
perceived value
of transaction