Customer journey through Suitsupply's 18 phases
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The document outlines the various phases of a customer's journey when purchasing from Suitsupply, including discovering the brand, entering a physical or online shop, exploring products, getting advice, buying an item, receiving and fitting the item, potentially returning or altering it, wearing and sharing their experience. Examples of common customer questions or complaints are provided for each phase of the journey.
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Customer journey through Suitsupply's 18 phases
- 2. Discover! ! During the discover phase customers will get to know Suitsupply because they’ve seen marketing campaigns, heared from friends/family or because they have read an online experience. ! ! Example questions/complaints:! • Is Suitsupply a Dutch company?! • I don’t like the pictures of your marketing campaign.! • Can I come and work for Suitsupply?!
- 3. Enter ! ! After discovering Suitsupply. The customer wants to enter our physical or web shop. ! ! ! ! Example questions/complaints:! • Where is the nearest physical shop located! • I can’t reach the online shop! • When will the new shop in San Fransisco open? !
- 4. Explore! ! During their stay in the (web) shop the customer will explore the contents. They will browse the clothes racks or scroll down the webpage looking for their perfect article. Log here which article the customer is exploring. ! ! Example questions/complaints:! • Where can I find a larger jacket? ! • Is this tie still in stock? ! • Where can I be helped for a made to measure suit? ! • I don’t like the collection!
- 5. Get Advise! ! During or after their shop visit, customers often have the need to receive advise about a product, style or size.! ! ! ! Example questions/complaints:! • Can you find me a trouser which fits this jacket?! • I’m a slim person, would size 48 fit me? ! • I didn’t receive proper advice!
- 6. Buy! ! Just before or after purchasing a item a customer can have questions regarding the order! ! ! ! Example questions/complaints:! • How can I buy something online? ! • Can you tell me more about the return policy?! • I accidently bought the wrong item, can you cancel? !
- 7. Receive! ! During the shipment and delivery a lot of things can happen with the item. For example, it can be delayed, damaged or gone missing. ! ! Example questions/complaints:! • I didn’t receive my new Suit, when may I expect it? ! • The delivery man was not nice to me! • There are items missing from my shipment!
- 8. Fit! ! When the customer is in-store he’ll fit directly. Here he will find out the item is a perfect match, or he will find out it doesn’t fit correctly or is not really his style. For online purchases the customer will fit the items after receiving.! ! Example questions/complaints:! • Is this the correct fit? ! • Should I order a bigger shirt? ! • Should I alter this trouser? !
- 9. Return! ! A customer can have more than one reason for returning an item. In this journey step we indicate the return reason for contacting customer care, not the return reason (wrong size) itself. ! ! Example questions/complaints:! • I want to return an item can you please schedule a pickup for me? ! • How can I return a item? ! • I have returned the item, when can I expect the refund? !
- 10. Pay! ! After ordering items customers will have to perform a payment. This can be done through website, payment link or in the store. ! ! ! Example questions/complaints:! • Has my payment come through? ! • The payment link is not working! • I live in the US, but would like to pay in EURO’s, is this possible? !
- 11. Alter! ! After leaving the fitting room or after fitting at home, the customer might need to alter the clothing. He will bring it to a tailor and will pick this up when it’s done. ! ! ! Example questions/complaints:! • When will my alteration be done? ! • My alteration was not performed correctly.! • Can I be a Suitsupply tailor? !
- 12. Wear! ! Most of the customer journey the customer will be in this step. During this step a number of things can happen. The customer can be very happy wearing his item, but obviously the sentiment can also turn when he has complaints. ! ! Example questions/complaints:! • Can I wash my suit? ! • My trousers are torn… Now what? ! • I fell, can you repair my trousers? !
- 13. Share! ! Customers like to share their experiences now a days, mostly through social but also mouth to mouth. These experiences can be positive but of course also negative. ! ! ! Example questions/complaints:! • I had a terrible service experience with Suitsupply, The! • shop employee was fantastic,I would like to give him my compliments. ! • Look at my awesome new Suit! I bought it at SuitSupply!