The document discusses the new customer path model, which outlines the stages a customer goes through in making a purchase decision. It highlights the addition of an "advocate" stage where satisfied customers promote the brand to others. Going through each stage ("aware", "appeal", "ask", "advocate", "act") enables organizations to understand influences on customers and identify opportunities to improve the customer experience. The customer path shows how increased connectivity allows advocacy to provide free marketing through others' recommendations. Organizations must maintain a consistent level of service to benefit from the advocate stage.

1. Understanding the
New Customer Path
Cel S. Baltazar
Digital Marketing

2. Customer Path
• Provides the organization an understanding of how the customer
makes a purchase decision in stages
• With increased connectivity and mobility, the New Customer Path
(5A’s) highlight the addition of ADVOCATE, which brands should take
advantage of.
• Scrutiny of an organization’s customer path enables one to spot
opportunities for improvement

3. Customer Path (Connectivity)
• Cost-free marketing
• Authentic (Others’
Influence)
• Keeps organization
on its toes
• Organization
should have a
consistent level of
customer service!

4. CUSTOMER PATH
AWARE APPEAL ASK ADVOCATEACT
Learns about the
school through a
Google search, ex.
“preschools in
Merville”
(Website or
Facebook page
appears in Page 1
search result)
Checks
attractiveness of
site and
information
provided about
the school.
Schedules a school
visit / tour
Recommends the
school to other
parents
Enrolls the child
Schedules a trial
session for the
class level
Writes testimonial
on school-owned
media
Compares site and
page appeal to
other schools in
the same vicinity.
Sends an inquiry to
ask about tuition
fee and class
schedule via
Facebook page or
website
SEO Effectivity Facebook page
Website
Others’ reviews &
testimonials
Marketing Director
School Directress
School Administrator
School Grounds
School Tour Experience
Marketing Director
School Directress
Service Level
Consistency
Student Retention

5. CUSTOMER PATH
AWARE APPEAL ASK ADVOCATEACT
Learns about the
school through a
Google search, ex.
“preschools in
Merville”
(Website or
Facebook page
appears in Page 1
search result)
Checks
attractiveness of
site and
information
provided about
the school.
Schedules a school
visit / tour
Recommends the
school to other
parents
Enrolls the child
Schedules a trial
session for the
class level
Writes testimonial
on school-owned
media
Compares site and
page appeal to
other schools in
the same vicinity.
Sends an inquiry to
ask about tuition
fee and class
schedule via
Facebook page or
website
SEO Effectivity Facebook page
Website
Others’ reviews &
testimonials
Marketing Director
School Directress
School Administrator
School Grounds
School Tour Experience
Marketing Director
School Directress
Service Level
Consistency
Student Retention

6. O Zone
Types of influences as customer moves across the 5A’s

7. O Zone
Types of influences as customer moves across the 5A’s

8. Thank you!