From the course: Marketing Foundations: Customer Decision Journey
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Develop the journey map
From the course: Marketing Foundations: Customer Decision Journey
Develop the journey map
- Ever seen a pirate movie when they have a map to find a treasure? Creating a customer decision journey is kind of the same. You map out all the steps to get to the treasure, which for most marketers, is when the customer chooses your brand, makes a purchase and becomes a loyal advocate. As you develop your decision journey map, think from the customer's perspective. It should clearly articulate how the customer proceeds through their decision journey. The maps should be insight-driven based on research like surveys and analytics to help you understand their mindset and behavior. For example, one major airline does research to monitor people's heart rates to determine where they face the most stress in the travel experience so they can develop products and services to address those moments. In this example, you'll see how it captures both the positive and negative aspects of the customer's experience with the brand.…
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