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Customer Experience Lifecycle of social brands

A standard customer experience lifecycle includes the following stages:

* Realisation - Recognition of a problem or need
* Awareness - Connection between need & product
* Evaluation - Consideration of product
* Transaction - Money is exchanged
* Consumption - Product is used
* Service - Post-purchase support

When using social media marketing we can add another layer which relates to social influence:

* Influence awareness of need
* Influence connection to product
* Influence awareness of benefits
* Influence perceived value of transaction
* Connect sharing of product experience
* Connect sharing of service experience
* Build ongoing relationship

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Customer Experience Lifecycle of social brands

  1. 1. 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

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