Stage1) Brand/product awareness:
The journey stage when the potential customer develops awareness of a brand or product. These are impressions that can be built up over time and encompass both individual and social impressions. Inputs can be formal advertising, buzz, trends, the influence of friends/acquaintances, social media, etc.
Stage 2) Brand/product connection:
This is the stage when they connect their need/desire with specific options available to them and understand the mechanisms for learning more about specific products/brands. They also learn the path for procurement: in stores, online, streaming, downloads, pre-orders, etc. They begin listening to the opinions of others and observe their experiences over time.
Stage 3)-Brand/product evaluation:
This is the stage when they begin to systematically review their options, and weed out undesirable or irrelevant options. They might seek out opinions, read reviews, download demos, view trailers, try on/sample items in the store, etc.
Stage 4)-Shopping experience:
This is the stage when they actually initiate a purchase. This can be in-store or online and can be self-service, with friends or family, or aided by salespeople, etc. Whether the process is simple or difficult will have an impact on their overall impression of the product/brand. These impressions, especially those most intense ones, are very likely to be shared with others.
Stage 5)- Out-of-box experience/deployment:
Once they get a product home, this is the out-of-box experience, including setup/configuration, etc. It's the equivalent for retail items, as well. Is the item ready to use, and easy to use, and is it what I expect? At this point they might include others in the experience, to help with setup or to give feedback. Again they are likely to share their experiences and impressions with others.
Stage 6- In-life product experience:
How does the product perform for them over the longer-term? Are they satisfied with the item relative to the promise? Do they develop an affinity for the product/brand, or do they discontinue use? In the social arena, how do they communicate their experiences to others?
Stage 7- Service & support:
If they require service or support for their item, is the experience productive and pleasant? Whether or not they can resolve their issue and continue use of the product is a big part of their continued commitment to the product and brand, as well as how they influence others to engage.
Stage 8- Long-term commitment:
Long-term and repeat customers, likely to upgrade, try new products offered by the brand, and will promote and evangelise products and brands in offline and online contexts.
Stage 9-Analysing the “social” customer journey:
Traditional web analytics can be illuminating, but can also prevent organizations from deeply understanding individual customer experiences, especially those that are deeply rooted in a social context.
