The Consumer Journey

The Consumer Journey:

the point of view of the User

Awareness

Frank receives many inputs that can attract his attention stimulating a need

Brand should provide clear messages(Banner, TV, Newspaper..)

Research

Frank looks for more informations on what has sparked his interest to solve his need

Brand should be found (Search engine on mobile, desktop...)

Likeability

Frank has to find easily the answer to his need

Brand must create usable online presence (website, portal…)

Consideration

Frank take in consideration a service or a product to solve his need

Brand should provide all the material useful for a choice (product page, technical features…)

Purchase

Frank buys and feel satisfied for his choose

Brand should develop an integrated omnichannel approach (shop online, store

offline…)

Experience

Frank tries the product

Brand should provide materials that help the consumer to use it at the best (video guide,

flyer…)

Activation

Frank wants to share his opinion

Brand should provide place where the customers can interact with other to share experiences and

suggestions (review, video review…)

Retention

Frank wants to be the first priority for the company in the case of need

Customer should develop multichannel customer service and incentive the registration to give a personalize service (chat, VIP customer care…)

Ownership

Frank wants to be part of the Brand

Brand must provide customize space to listen its customer and fans (loyalty program, customize

product …)

...to be continued...

Thanks to:

Frank: the user

Scroccaro.com