Mapping The Customer Journey
3 December, 2010 at 11:11 am Tim Roberts ARTS Australia 1 comment
A Customer Journey Map illustrates the steps your customer/s go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination of these. Think of customer touchpoints and the diversity of ways your organisation reaches the potential audience at different stages of their decision process. That decision can also be ‘No I am not interested“.
Bitner describes six steps in the self-service technology adoption process:
- Awareness
- Investigation
- Evaluation
- Trial
- Repeated use
- Commitment
That sounds like a good framework to consider for online ticketing at the very least. But, actually, I think this is analogous to the loyalty ladder applied often to the arts i.e. a continuum of increasing engagement and commitment.
The Customer Journey Canvas is a clever map that defines a customer journey and in particular the role for CRM in that.
Entry filed under: audience development, CRM, Loyalty. Tags: audience development, CRM, Customer Service, Online.
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Customer Journeys Revolving Around Loyalty and Price « FULL HOUSES: Turning Data into Audiences | 17 May, 2012 at 5:09 pm
[...] I have touched on the journey idea before in Mapping The Customer Journey. [...]