The stages of the digital customer journey.
The stages of the digital customer journey.
Understanding and addressing the various stages of the digital customer journey can help contact centers tailor their strategies and solutions more effectively. Here’s a closer look at each stage:
Stage one: Awareness.
The awareness stage is where potential customers discover your brand or product. This could occur through various channels such as social media ads, search engine results, blog posts, online articles, or recommendations from friends.
For example, a person might become aware of a new fitness app through a targeted Instagram ad that highlights the app’s unique features and benefits. Or they might learn about a new local restaurant when a friend posts about their delicious meal on social media.
The key to the awareness stage is making a positive first impression that grabs attention and sparks interest in your brand or product. This could involve engaging content, a strong online presence, effective SEO strategies, or compelling advertising. Successfully capturing potential customers’ attention during this stage means businesses can guide them further along the digital customer journey toward consideration and purchase.
Stage two: Research.
This is where potential customers seek more information about your brand, products, or services after becoming aware of them. They might visit your website or social media pages, read blog posts or articles about your products, compare your offerings with competitors, and search online for customer reviews.
For instance, after discovering the new fitness app in the awareness stage, a potential customer might visit the app’s website to learn more about its features, pricing, and benefits. They could also read reviews from other users on the app store and compare them with other fitness apps available.
During this stage, it’s important to provide comprehensive, accurate, and easily accessible information about your offerings. This includes detailed product descriptions, FAQs, customer testimonials, and comparison charts. A user-friendly website design and intuitive navigation can also enhance the customer’s research experience. The goal is to provide all the necessary information for potential customers to decide whether to purchase.
Stage three: Evaluation.
In the evaluation stage, customers start assessing whether your product or service meets their specific needs. At this juncture, they might reach out to customer service with queries, request a demo, or even try out a free trial if available.
Taking the fitness app as an example, after conducting their research, the potential user might have a few questions about how certain features work or the terms of the subscription. They may contact customer support for clarification or take advantage of a free trial period to test the app’s functionality.
During the evaluation stage, businesses need to offer personalized and effective interactions. Quick response times, thorough answers, and friendly customer service can make all the difference in converting a potential customer into a paying one. Offering demos or free trials can also be a great way to showcase the value of your product or service, giving customers a first-hand experience of what they can expect.
Stage four: Purchase.
In the purchase stage, the customer finalizes their decision and completes the transaction.
In our fitness app example, once the user has completed their trial period, evaluated the features, and is satisfied with the app, they decide to subscribe to the premium version. They navigate to the in-app purchase section, choose their desired subscription plan, and complete payment.
You must provide a seamless, secure, and user-friendly checkout process during this stage. Ensure the steps to complete the purchase are clear and straightforward, with multiple payment options available for the user’s convenience. Any complications during this stage could result in cart abandonment and loss of a sale, while a smooth process can increase conversion rates.
Stage five: Post-purchase.
The post-purchase stage is the final phase of the digital consumer journey and includes all interactions after the sale, such as product usage, customer support, and follow-ups. It’s where businesses can transform a one-time customer into a loyal, repeat customer.
In the fitness app example, after the user has subscribed to the premium version, they start using the advanced features. They might need assistance understanding some functionalities, prompting them to contact customer support. The quality of support they receive, the helpfulness of user guides or tutorials, and the overall user experience will influence their satisfaction and likelihood to continue using the app.
In this stage, providing excellent customer service, proactive communication, and valuable resources can enhance customer satisfaction and foster loyalty. Follow-up emails checking the customer’s experience, offering helpful tips, or introducing them to new features can keep engagement high. This stage is crucial in building a long-term relationship with the customer and encouraging repeat purchases or subscriptions.