Customer Experience Journey

Customer experience journeys can be broadly divided into the following four categories: 

• Stage One: Awareness

The first stage in the customer experience journey is that of awareness. In this stage, customers become aware of a brand. There are many different ways in which a customer could become aware of a brand including word-of-mouth marketing, television advertisements, emails, cold calls, or magazine ads.  

• Stage Two: Engagement 

Once you’ve gotten the attention of a potential customer, the next stage is engagement. This stage does not involve any kind of purchase or transaction, rather simply involves a customer interacting with your brand. Engagement includes interactions such as a customer entering your brick-and-mortar store or even ‘liking’ the content posted on your social media page. 

• Stage Three: Transaction

The next stage in the CX journey is transaction. In this stage, someone who is interested in your offerings will move forward and make a purchase. Different companies experience different touchpoints at this transaction stage. For instance, for an OTT platform, the transaction stage would involve a customer subscribing to their platform digitally. For a brick-and-mortar location, on the other hand, the transaction stage will involve a customer paying for their product at a billing counter where their product will be bagged and handed to them. 

• Stage Four: Retention  

The final stage in the CX journey is retention and it occurs after a transaction is made (post-purchase). It is not enough to simply acquire new customers, you must also take measures to help retain them. In this stage in the CX journey, it is vital to implement customer retention strategies such as product support, newsletters, and post-transaction surveys.