{"id":888,"date":"2014-08-04T13:32:31","date_gmt":"2014-08-04T11:32:31","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=888"},"modified":"2023-04-17T10:06:47","modified_gmt":"2023-04-17T08:06:47","slug":"model-the-customer-journey-why","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/model-the-customer-journey-why\/","title":{"rendered":"Customer journey modeling, the first step towards a successful customer experience!"},"content":{"rendered":"<p>Let&#8217;s say I decide to go to the movies this weekend. I have several possibilities, since I don&#8217;t necessarily know <em>what I want to see<\/em>, <em>where I want to go<\/em>, or <em>at what time<\/em>. I can choose to go to the nearest cinema and check it out on the spot, or I can <strong>compare the different establishments on the internet<\/strong>: films on show, times, size of theatres, comments from customers, VO or VF. I can also choose <strong>to ask for suggestions to the Twitter-verse<\/strong> or my Facebook friends, <strong>search for reviews on Google<\/strong> &#8230; All this is the <strong>customer journey<\/strong>. And it&#8217;s far from simple.<\/p>\n<h2>The customer journey in a few words<\/h2>\n<p>We often hear about &#8220;<a href=\"https:\/\/merlinleonard.com\/la-customer-experience-et-limportance-du-parcours-client\/\">customer journey<\/a>&#8220;, but what does it mean? At first glance, it seems relatively simple: the customer journey is the different <strong>processes and interactions<\/strong> between <strong>a customer and a company<\/strong>, from the moment <strong>a need arises<\/strong>, to <strong>the purchase and use<\/strong> of the product\/service.<\/p>\n<h2>Digitalization of the customer journey<\/h2>\n<h5>What was the customer journey before?<\/h5>\n<p>It used to be really simple: the<em> small number<\/em> of channels meant that everyone&#8217;s customer journey was relatively <strong>similar<\/strong>. Here, I&#8217;m going to rely on a map that I find effective and easy to use, found on the Harvard Business Review blog (<a href=\"https:\/\/hbr.org\/2010\/11\/using-customer-journey-maps-to\">article here<\/a>) which is composed of four steps:<\/p>\n<ul>\n<li><strong>Awareness<\/strong> (realization that the individual has a need per stimulus),<\/li>\n<li><strong>Research<\/strong> (searching for information on the subject, comparing different products),<\/li>\n<li><strong>Purchase<\/strong> (the act of buying) and<\/li>\n<li>&#8220;<strong>Out of the box experience<\/strong>&#8220;(first use of the product, first impressions and loyalty to the company).<\/li>\n<\/ul>\n<p>Before the internet and cell phones, the channels involved in such a customer journey were simple: information was found in the <strong>media<\/strong> (posters or advertisements) or in the <strong>stores<\/strong> (information search, after-sales service, etc.). Fewer channels meant fewer ways to lose the customer. Practical.<\/p>\n<h5>What about today?<\/h5>\n<p>Now, the internet is here and everything has changed: <strong>the channels have multiplied<\/strong>, the conversation has <strong>refocused around the consumer<\/strong> who can now be heard by many more people, much faster (especially thanks to <em>social networks<\/em>) and <strong>consumption habits have evolved<\/strong> (e-commerce, m-commerce ..). Now, our path, although linear in time, has acquired a new complexity since it <strong>must adapt to the increasing number of channels available<\/strong>. Hence the need for companies to implement a <a href=\"https:\/\/merlinleonard.com\/5-conseils-pour-se-mettre-au-content-marketing\/\">content marketing<\/a> strategy adapted to this &#8220;new deal&#8221;, in order to offer a <a href=\"https:\/\/merlinleonard.com\/experience-client-digitale\/\">quality customer experience<\/a>.<\/p>\n<div id=\"attachment_10760\" style=\"width: 883px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-10760\" class=\"entered lazyloaded wp-image-10760\" title=\"Le parcours client omnicanal\" src=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/Image1-1024x614.jpg\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" srcset=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/Image1-1024x614.jpg 1024w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/Image1-300x180.jpg 300w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/Image1-768x461.jpg 768w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/Image1.jpg 1625w\" alt=\"The omnichannel customer journey\" width=\"873\" height=\"523\" data-lazy-srcset=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/Image1-1024x614.jpg 1024w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/Image1-300x180.jpg 300w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/Image1-768x461.jpg 768w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/Image1.jpg 1625w\" data-lazy-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-lazy-src=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/Image1-1024x614.jpg\" data-ll-status=\"loaded\" \/><p id=\"caption-attachment-10760\" class=\"wp-caption-text\">The omnichannel customer journey<\/p><\/div>\n<p>Today, a French person spends an average of <strong>four hours a day<\/strong> on the Internet via a computer and one hour via mobile. In France, 42% of the population owns a smartphone, and 26% has already bought on mobile internet. So many new ways to get information, to buy or to share, <strong>so many possibilities for the company to lose its footing<\/strong> in this paddling pool that has become a big bath. (source : We are Social )<\/p>\n<h2>The importance of defining the customer journey<\/h2>\n<p>When implementing a sales or marketing strategy, the definition of the customer journey is essential since <strong>it will indicate the different channels where customer\/company interactions will take place<\/strong>. Thanks to this schematization, the company can foresee the different behaviors of the potential buyer and thus <strong>prepare attack<\/strong> or defense solutions to prevent a possible abandonment. One aspect not to be forgotten however:\u00a0<strong>Targeting<\/strong>! Indeed, a teenager and a forty-year-old will not have the same consumption habits, the same for a student or an executive. As Sun Tzu said so well: &#8220;Skilful warriors have foreseen everything and are prepared for all eventualities [&#8230;] victory is a natural consequence of their knowledge. The customer journey is exactly that:\u00a0P<strong>reparing for every possibility<\/strong> in order<strong> to attract (and keep) the most consumers<\/strong> possible.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let&#8217;s say I decide to go to the movies this weekend. I have several&#8230;<\/p>\n","protected":false},"author":2,"featured_media":889,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"","_yoast_wpseo_linkdex":0,"_yoast_wpseo_content_score":30,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[28,29,37],"technology":[],"class_list":["post-888","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-posts","tag-customer-experience","tag-customer-journey","tag-integration"],"acf":{"rsrc_module":null,"meta_duration":5,"meta_difficulty":"dif-medium","modules_bottom":null,"post_or_page":"","agenda_shortcode":"","post_featured_image_style":"normal","ressources_video":"","post_subtitle":"","modules":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer journey modeling, the first step towards a successful customer experience! 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