27.04.2018 at 13:39 h / Edited 18.06.2019 at 11:24 h
Exponential Officer Co-founder
a company will pilot a project to conduct a deeper customer journey analysis.
How do you structure a good customer journey analysis?
The first step to understanding the customer's path to purchase a product. The company can create a flow chart that allows them to understand the different stages a customer will go through to buy a product. Now, this process also depends on the type of product a customer is purchasing.
Let's now focus on the analysis/measurement part. The company must be providing some information or promoting their brands/product or services.
1. Awareness: To spread awareness about the product, companies use different communication media. Digital Media is easier to measure the customer success rate.
Search results on Google: Most people use Google as their default search engine. If the company is using Google's advertising service then they can measure the conversion rate using Google Adwords.
Social Media: If the company is advertising on social media like Facebook, every social media sites have metrics to evaluate measure the conversion rate.
2. Considers, learn, examine, purchase: If the company is selling product online on their website, then the company can actually the measure the flow of traffic on their website and how the customer interacts with their website. They can also learn about the source which directed a consumer to the company's website.
If the company is selling the product in their own store, they can customer's information once they purchase a product. Feedback is also a good way of understanding a customer's journey.
3. Engage, Advocate: Companies actually get information from a customer if they have an account of the company's website.
If the company not advertising or using media such as advert on magazine, newspaper, banners, radio, TV, events, etc. the analysis becomes difficult as the effect cannot be measured directly.
For B2B companies, the customer journey will be a bit different.
Bogdan Efficiency Project Manager (Lean expert, Agile, RP
I would suggest using a customer journey map.
A customer journey map tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship.
It may focus on a particular part of the story or give an overview of the entire experience. What it always does is identify key interactions that the customer has with the organization. It talks about the user’s feelings, motivations and questions for each of these touchpoints.
It often provides a sense of the customer’s greater motivation. What do they wish to achieve, and what are their expectations of the organization?
A customer journey map takes many forms but typically appears as some type of infographic. Whatever its form, the goal is the same: to teach organizations more about their customers.
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