Customer Journey
Définition
The Customer Journey represents the full set of stages and touchpoints an individual goes through, from the initial awareness of a need to the purchase and, ideally, long-term loyalty. Unlike a linear sales funnel, the Customer Journey is a multidimensional mapping that takes into account both digital interactions (website, social media, advertising) and physical ones (stores, customer support). The goal of this approach is to identify the emotions, motivations, and above all the points of friction (pain points) encountered by the user, in order to streamline the overall experience and increase conversion rates.
Exemple
Let’s take the purchase journey of a gym membership. The journey starts with a Google search for “how to get back in shape” after seeing an Instagram ad (Awareness). The prospect then visits the website, compares pricing, and reads reviews on Google Maps (Consideration). They decide to sign up online but abandon the process because the form is too long on mobile. The next day, they receive a follow-up email with a promo code and complete their registration (Purchase). The Customer Journey helps analyze this mobile abandonment, simplify the form, and prevent losing other customers at the same point in the journey.
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