Customer Journey is a marketing research methodology that allows to study the process of choosing a brand or a product in great detail, from the first idea of purchase to the final customer decision, and actual purchase. A detailed understanding of the customer journey allows to properly build communications in every contact with the customer to address the “bottlenecks” of sales, thereby growing conversion rate between the sales funnel stages.
Customer journey
Research of consumer behavior, from appearance of specific product needs
to the actual purchase
It is worth noting that Customer Journey methodology has special value for the companies with characteristically “long sales” (e.g. B2B services, expensive goods, real estate, etc.). Such enterprises often develop various hypotheses about customer purchase decision making, but there is no certainty. This type of research allows to see the choosing process through the eyes of the customer, and make management decisions based on facts.
Customer Journey research allows:
- Identify all existing points of contact of potential and existing customers with the company / brand;
- Analyze emerging barriers at each point of contact;
- Analyze the bottlenecks of selling process, identify the reasons for customers to contact the competitors;
- Identify the unsatisfied customer needs at the stage of choosing the product, as well as after the purchase;
- Test customer communications accompanying each stage of the sale in comparison with competitors;
- Identify the reasons for the lack of re-demand (one-time purchase) from certain customer segments;
- Identify the ways of increasing customer lifetime (LTV, Lifetime Value);
- Develop the ways to increase customer loyalty, and to engage in regular purchases.
