Digital Journey of customer

1. From Awareness to Advocacy : The Digital
Customer Journey
LOKESH T
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2. What is a digital customer journey?
This is the path to purchase and retention – from first noticing the product to
buying and using it. The journey combines all the touchpoints (i.e. points of
interaction with your business) a customer has, and collects consumer data,
transaction information, cross-device browsing history, and customer service
interactions.
There are five stages in the digital customer journey:
• Awareness
• Consideration
• Purchase
• Experience
• Loyalty

3. Awareness
• This is the point at which a customer notices your product.
Awareness can come from a multitude of channels: social media and
word of mouth from friends, influencers and brand advocates,
search engine suggestions, adverts, marketing emails, blogs, SMS,
apps, loyalty programs, and affiliate marketing.

4. Consideration
• A customer likes what they’ve seen, so they start to think about and
research the product. They’ll visit your website, engage with a
chatbot, sign up for free trials, demos, webinars, look at discounts,
and check online reviews and testimonials.

5. Purchase
• To buy online, customers will create an account (or log into their
existing one), fill their shopping cart, may be upsold or cross-sold,
apply discounts, choose an electronic payment option, check out,
and leave a review about the purchase.

6. Experience
• This is how well the order is fulfilled, and includes: shipping and
delivery, tracking, online help center, support content (FAQs,
instructions and assembly guides), chatbots and assisted chat,
guarantees, follow-up emails and social media interactions.

7. Loyalty
• Loyalty programs, personalized rewards, newsletters, and social
media interaction are all well and good. But creating an emotional
connection with the customer, and ensuring they receive the value
they expect from the brand is the new approach to loyalty: is the
product good quality? Did the customer receive good support?

8. What exactly is a digital customer
journey map?
• When you map out the digital journey graphically, including all the devices,
and touchpoints your customer interacts with, you’ll understand how they
make decisions, connect and interact with your brand. You can also identify
and rectify any pain points that make the customer experience less than
seamless.

9. What are the benefits of customer
journey mapping?
• You’ll walk in your customers’ (virtual) shoes
• The whole company will work together
• You’ll be able to predict customer behavior
• You’ll be able to identify gaps

10. Creating your digital customer
journey map
• Base it on your Sales funnel
• Put your Customer hat on
• Customize your Touchpoints
• Create Personas
• Use customer journey mapping software

11. Data you can collect with digital
customer journey mapping
• Web-browsing data
• Mobile app data
• Sales data
• Advertising data
• Loyalty data
• Social media listening
• Aftersales data

12. B2B digital customer journey mapping?
• More types of people are involved in a B2B
journey than a B2C one
• B2B customers are more valuable
• B2B customer feedback is different