The Customer Journey

Adopting to your Customers' Needs

Particular in times of crisis, customers' interaction with a company can trigger an immediate and lingering effect on his or hers sense of trust and loyalty. Keeping a pulse on changing customer preferences and rapidly innovating to redesign customer journeys that matter to a very different context will be key. As customers' normal patterns of life have come to a halt, demand patterns might have shifted, so organizations have to meet the customers where they are today.

Are you aware of how your customers' needs and desires might have changed?

The Customer Journey Framework

On the MBA course "Customer Centricity" AVT's professor, Kevin McTigue from Kellogg School of Management, teaches executives how to outline a plan to strategically address business objectives at any of the phases the customer is going through from first "Trigger" to "Post Evaluation".

Professor Kevin McTigue has developed a framework to outline the customer journey. This is an easy applicable framework which can help you identify and prioritize appropriate tactics and tie these tactics to specific business goals - while keeping your customers' needs at the core of every move you make. Exploring this framework can be done by yourself or as an interesting team exercise.

For any decision process, your customer moves through a path of these five phases:

Think about one specific type of customer in a specific segment and try to move though the various phases. Use relevant data you have about your customers' behavior.

When the path has been identified, marketers must ask three questions at each stage of the journey:

1. What are my target customers most important needs at each stage? What is the goal they are striving for?

2. What are my customers thinking? What are their key drivers, attitudes, friction points and challenges? What do they think about my brand? What delights them?

3. What do my customers do (and where do they do it)? What are my customers most relevant behaviors by stage and what are their most frequented touchpoints?

To Create a Complete Journey

In the model below all red boxes are seen from the customers perspective and grey boxes seen from the perspective of your business.

If you want to learn much more about how your organization can empower your "go to market" strategy, you can meet Kevin McTigue at the 2 day course Customer Centricity which is a part of AVT's CBA - Digital, Transformation & Leadership.

Further reading

You can read more in the book "Kellogg on Branding in a Hyper-Connected world". Chapter 8 "Leaving Touchpoints in Today's Branding Environment" is written by professor Kevin McTigue where he takes you through a detailed explanation of how to create a differentiated and powerful customer journey.

Get a feel for Professor, Kevin McTigue

In this video Kevin puts a few words on the concept of Customer Centricity.

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