Customer Journey Module 2

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Questions and Answers

What is the Customer Journey?

The process of buying a product

A customer service process

The route a customer takes from deciding to buy, to buying and beyond (correct)

A marketing strategy to attract customers

How many stages are there in the Customer Journey?

5 (correct)

Who defines Customer Experience?

The customer (correct)

The competitor

The organization

The market

What is the purpose of conducting research in improving Customer Experience?

To see the customers' point of view and observe and listen to their customers Signup and view all the answers

What does a Customer Journey Map describe?

The customer's feelings, motivations, needs, questions, and behaviors Signup and view all the answers

Why is it important to map the Customer Journey?

To improve Customer Experience Signup and view all the answers

What has caused the customer journey to become more complex?

The rise of social media and technology Signup and view all the answers

What is a characteristic of a comprehensive Customer Journey Map?

It indicates how the customer perceives and experiences the journey Signup and view all the answers

What is the purpose of researching customer perceptions in building an effective customer journey map?

To identify new areas for opportunity and improvement Signup and view all the answers

What is a benefit of mapping out a customer journey?

Building a customer-centric culture Signup and view all the answers

What is a customer persona based on?

Market research and real data Signup and view all the answers

What can research-based customer personas be used for?

To understand how the customer views the organization and develop empathy Signup and view all the answers

What is an outcome of mapping out a customer journey?

Faster revenue growth Signup and view all the answers

What is a result of utilizing customer journey maps?

Identification of areas for improvement Signup and view all the answers

What is a characteristic of a customer persona?

It is a fictional character representing a customer group Signup and view all the answers

Why is it important to understand the customer aims and objectives?

To know what the customer is trying to accomplish Signup and view all the answers

What is a benefit of having a customer-centric culture?

It removes the silo mentality Signup and view all the answers

What is a reason why customer journey maps are important?

They provide a complete picture of the customer experience Signup and view all the answers

What is the primary benefit of understanding the job the customer wants to get done?

Identifying the need the customer has Signup and view all the answers

Why is mapping emotional engagement important for organizations?

To show the full emotional engagement of a customer going through a journey Signup and view all the answers

What percentage of customer experiences are based on how the customer feels?

50% Signup and view all the answers

What is the outcome of improved customer emotional engagement?

Customers advocate the organization to others Signup and view all the answers

What influences a customer's attitude and decision to support an organization?

The customer's emotional and subconscious experiences Signup and view all the answers

What must organizations look for to understand customer experiences?

The rational and emotional experiences as well as the sub-conscious experience Signup and view all the answers

What is the primary goal of identifying customer needs?

To cater to the needs of customers and increase sales Signup and view all the answers

What is the topmost level of needs in the hierarchy of needs?

Self-Actualization needs Signup and view all the answers

What is the main purpose of creating a customer journey map?

To identify customer needs and develop a USP Signup and view all the answers

What is a Deficit Need (D-Need) in the context of customer psychology?

A need that arises when there is a deficit Signup and view all the answers

What is the primary benefit of building customer personas?

To understand customer needs and behaviors Signup and view all the answers

What is the primary goal of identifying a Unique Selling Proposition (USP)?

To differentiate the organization from its competitors Signup and view all the answers

What is the primary reason why customers buy products and services?

For a specific purpose or to solve a problem Signup and view all the answers

What is the main benefit of understanding customer needs?

To increase sales and customer loyalty Signup and view all the answers

What is the primary goal of creating a customer journey map?

To understand customer behaviors and motivations Signup and view all the answers

What is a Being Need (B-Need) in the context of customer psychology?

A need that motivates customers to seek personal growth Signup and view all the answers

Study Notes

Topic 1: Introduction to the Customer Journey

The customer journey refers to the route a customer takes from deciding to buy to buying and beyond, experienced and perceived by the customer.
The customer journey consists of 5 stages: Awareness, Research, Purchase, Renewal, and Claims.
The customer journey map plots out the customer journey and describes the customer's experience from prior to contact and initial contact to building a long-term relationship with the organization.
Understanding the customer journey helps organizations improve customer experience by identifying areas for improvement and innovation.

Importance of Mapping the Customer Journey

Mapping the customer journey is important due to the complexity of the journey in today's digital age, making it difficult to understand where along the journey the customer is influenced.
Mapping the customer journey involves looking at the entire journey, understanding customer perceptions, and researching customer experiences through focus groups, questionnaires, feedback, and metrics collection.

Benefits of Mapping the Customer Journey

Builds a customer-centric culture, removing silo mentality and improving internal communication.
Provides a complete customer experience, pinpointing areas for improvement and identifying opportunities for innovation.
Enhances training, business planning, and revenue growth, giving a competitive advantage.

Topic 2: Elements of a Customer Journey Map

Customer Persona

A customer persona is a prototype modelled on market research and real data, indicating who the customer is, what they want to accomplish, and their goals, behaviors, and motivations.
Customer personas help organizations make decisions about services or products, understand customer needs, and develop empathy.

Stages of a Customer Journey

The nine stages of a customer journey are: Need, Seek, Choose, Give, Get, Use, Fix, Love, and Leave.
These stages cover the entire customer journey, although the names of the stages may vary from business to business.

Customer Needs

A customer need is a problem that a customer is motivated to solve with the purchase of a product or service.
Identifying an organization's Unique Selling Proposition (USP) helps understand why customers choose one organization over another.
The Hierarchy of Needs, developed by Maslow, consists of five levels: Physiological, Safety, Love & Belonging, Esteem, and Self-Actualization needs.
Being Needs (B-Needs) are continually motivating, while Deficit Needs (D-Needs) are survival needs.

Identifying Customer Needs

Understanding customer needs involves building customer personas, researching customer behaviors, and identifying what motivates customers to buy products or services.
Understanding the customer's emotional journey helps organizations recognize areas where customers are frustrated, delighted, or unaware of their emotional experiences.

Importance of Mapping Emotional Engagement

Mapping emotional engagement is crucial as it shows an organization the full emotional engagement of a customer going through a journey.
It helps organizations recognize areas for improvement, identify opportunities for innovation, and improve customer loyalty and retention.

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Description

Explore the customer journey, a process experienced by customers before, during, and after interacting with an organization, including the 5 stages of awareness, research, purchase, renewal, and claim.