The Customer Journey: From Awareness to Advocacy
Back in the day, the customer journey was simple. People strolled down the street, browsed shopfronts, saw signboards on sidewalks and looked at the plates of diners at street cafes – which enticed them in.
Inside, they were met by a salesperson who, depending on their knowledge and friendliness, got them to buy something. Leaving satisfied with their purchase and commendable service, they told their friends and returned to buy something else.
In today’s digital world where the internet is the high street and online ads are the new generation sidewalk sandwich boards, the customer journey looks different.
If you’re here, you’re wondering about the importance of a well-designed customer journey for your business in the Internet age.
In this article, we look at mapping the customer journey and Progression Digital’s approach to crafting customer journeys to enhance online marketing, sales and customer retention.
What is the customer journey?
The customer journey is the process a customer goes through when interacting with a brand, from the initial point of contact to post-purchase engagement and loyalty. We like to think of it as a roadmap that includes every interaction they have, from exploring your products or services and buying to becoming a loyal customer. Each step matters, guiding people from potential to repeat customers.
Why is the customer journey important in the digital age?
Your customers are online, and they are using multiple digital channels to discover and connect with brands, and make purchases. It’s a rather cluttered environment so the only way to be distinctive is to create a memorable and seamless customer experience. At Progression Digital, we make it easy for customers to find you, get information, place orders, and do business with you. Personalisation can’t be sacrificed. We know that people still want to feel special and remembered.
We design customer journeys to ensure that our client’s brands meet their customers’ needs and expectations at every stage, aligning these touchpoints into a cohesive experience.
The Stages of the Customer Journey
Not too dissimilar from somewhat easier times, customers nowadays go through the stages of awareness (spotting that social media ad or highway billboard), consideration (browsing their options on a website), purchase (transacting online), retention (signing up and buying again), and advocacy (vouching for products and services online). Let’s break them down.
1: Awareness
This is where potential customers first become aware of your brand, product, or service via online content, social media, radio, print media or their friends and colleagues. They may not yet realise they have a problem or need, but they are encountering content that introduces them to possible solutions.
Nowadays, capturing attention is challenging thanks to the sheer volume of information online and in real-life scenarios. Our aim here is to make your brand remembered for introducing solutions to pain points they have – or didn’t know they had.
Tactics and Touchpoints:
Content Marketing and PR: Provide valuable content such as blogs, advertorials, videos and guides that offer educational insights and address common pain points.
Social Media and Online Ads: Use paid online and social media ads to target your ideal customer based on demographics or behaviour.
SEO Optimisation: Many people find their way to websites after asking a question about a problem they need solved. Ensuring your website ranks for relevant search terms and an optimised website helps you capture organic traffic from users searching for solutions.
Events: Thanks to technological advancements, you can innovate how meetings, conferences, product launches, and other experiences are delivered in-person, online and in hybrid formats.
2: Consideration
At this stage, potential customers are aware of your brand and are evaluating it alongside others. They are comparing options and seeking more information to guide their decision-making. This is your chance to sway their choice with your content and communication.
Tactics and Touchpoints:
Email Nurture Campaigns: Send “non-salesy” emails providing helpful information about how your product or service can solve an issue.
Customer Reviews & Testimonials: Allow customer reviews and publish positive customer case studies. 95% of customers read online reviews before buying a product (Global Newswire).
Website Landing Page: A landing page often marks the transition from the awareness to the consideration stage, providing targeted information that captures the visitor’s interest. A well-designed landing page guides users toward taking specific actions, such as signing up for a newsletter, requesting more information, or making a purchase.
Free Trials or Demos: Offering a free trial or demo can lower the barrier to entry and allow potential customers to try your product.
3: Purchase
This is the point where the customer decides to buy. The key here is to make the transaction as simple as possible. A properly designed purchase experience can minimise cart abandonment and ensure that customers feel secure in their decisions.
Tactics and Touchpoints:
Streamlined E-commerce: Ensure the checkout process is user-friendly, frictionless and fast, with as few steps as possible. CTA: See what we what we do here
Web Self-Service: Use online tools that allow customers to find information, make decisions, perform tasks and make purchases independently, without needing direct assistance from a customer service representative. This can include features such as FAQs, knowledge hubs, chatbots, video tutorials, and troubleshooting guides.
Retargeting: Retargeting campaigns on Google, email or social media can re-engage customers who have abandoned carts.
4: Service and Retention (Loyalty)
How you support your customers during and after the purchase is made matters. Providing excellent service and an easy user experience can turn a one-time buyer into a loyal customer. Today, customer expectations for immediate responses and seamless support are high.
Read more about the difference between customer user and customer experience Here.
Tactics and Touchpoints:
Chatbots & Live Support: Implement chatbots or live support for quick resolutions.
Follow-Up Emails: Send personalised emails post-purchase to ensure customers are happy with their purchase.
Knowledge Bases: Provide self-help resources such as FAQ sections, video tutorials and community forums. This approach helps customers resolve common issues on their own.
5: Advocacy and Loyalty Expansion (Advocacy)
In this stage, the emphasis is on keeping connected, building rapport, staying remembered and building long-term relationships. Remember, it’s usually more cost-effective to keep existing customers than acquire new ones. By keeping customers engaged, staying top of mind and incentivising repeat orders, you can keep them returning.
Tactics and Touchpoints:
Loyalty Programmes: Offer rewards for repeat purchases or referrals. Starbucks’ loyalty app is a great example, where customers earn points with each purchase, leading to free drinks.
Personalised Offers: Use data to send personalised offers based on customer behaviour.
Nurture Content: Continue to provide value to your customers through newsletters, emailers, social media content, or educational resources.
Your customer journey looks different to the next business, and all your customers won’t travel the same journey with your brand. Understanding your customer journey will provide priceless insights into the expectations and needs of your customers – and how you can best deliver on them. The fact is that 80% of companies compete primarily based on customer experience. Remember what we said earlier about the cluttered digital landscape?
The Progression Digital Approach to Customer Journey Mapping
At Progression Digital, we take a multi-pronged approach to developing individualised customer journeys. By leveraging data-driven insights, advanced technology, and strategic planning, we ensure that each interaction or touchpoint – from awareness to advocacy – serves to meet the specific needs of your audience – and your business.
Our approach to creating a customer journey is not just about guiding customers from one stage to the next; it’s about crafting personalised, relevant experiences that resonate at every touchpoint.
