Customer Experience Journey


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Table of Contents


What is Customer Experience (CX)?

Customer experience journey, abbreviated as CX, is the customers’ holistic perception of a brand based on their cumulative experiences with the organization across all touchpoints within their customer journey. 

What is a Customer Experience (CX) Journey?

The customer experience journey refers to the progression of interactions, or touchpoints, that a customer experiences throughout their customer journey. When companies pay close attention to CX journeys, they are able to uncover how customers feel at different points of their customer journey, allowing the firm to identify existing pain points and opportunities.

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The Stages of Customer Experience (CX) 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. 

What are Customer Experience (CX) Journey Maps?

Customer journey mapping refers to the process of illustrating a visual storyline of every touchpoint within the customer journey. This map encourages firms to look at the customer journey from the customer’s perspective, providing an understanding of what customers are happy with, what customers are unhappy with, and the areas in which improvements can be made. The touchpoints on the customer journey map begin with brand discovery and end with the post-purchase interactions.

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Benefits of CX Journey Mapping

Let’s take a look at some of the key benefits of customer journey mapping: 

  • Helps Identify Customer Pain Points: Customer journey maps clearly illustrate every touchpoint within the customer journey, providing an understanding of what customer journey actually is in comparison to what it should be. It helps understand customers’ perspective of each touchpoint and also helps outline opportunities and pain points within the customer journey. 
  • Can be used to Predict Customer Behavior: Journey maps help predict customer behavior at different points of the sales funnel. Having an understanding of their behavioral patterns will allow you to predict which customers are more likely to make a purchase so that these customers can be provided with further assistance or information that will encourage them to make the purchase. 
  • Provides a Standard View of the Customer Journey: Customer journey maps act as a standard view of customer journey that can be used by all departments within an organization to enhance customer experience. This will help departments work together to provide customers with a seamless and consistent customer experience.

FAQs on Customer Experience Journey

Customer experience refers to the perception customers form of a brand based on their cumulative interactions with an organization throughout their customer journey.

Customer experience journey, or CX journey, refers to the entire sum of customer-brand interactions from the beginning to the end of a customer journey; from brand discovery to post-purchase interactions.

Some benefits of CX journey mapping are: 

  • Can be used to predict customer behavior
  • Provides a standard view of the customer journey
  • Helps identify pain points and opportunities within the customer journey

A customer experience journey map is a visual storyline that depicts the progression of touchpoints experienced by a customer from the beginning to the end of their customer journey.

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