what is customer journey? Reach the consumer starting from their needs thanks to Frank that decided to be the protagonist created by Andrea Scroccaro http://www.scroccaro.com disegnato da Michele Bizzi http://www.studiobizzi.it Awareness Research Likeability Consideration Purchase Experience Activation Retention Ownership

1. The Consumer Journey

2. The Consumer Journey:
the point of view of the User

3. Awareness
Frank receives many inputs that can
attract his attention stimulating a need
Brand should provide clear messages(Banner, TV,
Newspaper..)

5. Research
Frank looks for more informations on what
has sparked his interest to solve his need
Brand should be found (Search engine on mobile,
desktop...)

7. Likeability
Frank has to find easily the answer to
his need
Brand must create usable online presence
(website, portal…)

9. Consideration
Frank take in consideration a service
or a product to solve his need
Brand should provide all the material useful for a
choice (product page, technical features…)

11. Purchase
Frank buys and feel satisfied for his
choose
Brand should develop an integrated
omnichannel approach (shop online, store
offline…)

13. Experience
Frank tries the product
Brand should provide materials that help the
consumer to use it at the best (video guide,
flyer…)

15. Activation
Frank wants to share his opinion
Brand should provide place where the customers
can interact with other to share experiences and
suggestions (review, video review…)

17. Retention
Frank wants to be the first priority
for the company in the case of need
Customer should develop multichannel customer
service and incentive the registration to give a
personalize service (chat, VIP customer care…)

19. Ownership
Frank wants to be part of the Brand
Brand must provide customize space to listen its
customer and fans (loyalty program, customize
product …)

21. ...to be continued...

22. Thanks to:
Frank: the user
Scroccaro.com