What is a customer journey?
A customer journey is a visual representation of a customer’s behavior and psychology from comparing and considering various products and services to actually making a purchase, and refers to the entire process. It is one of the important elements for marketing, and is characterized by representing the actions, thoughts, and psychology of customers over time.
Customer journeys are attracting attention as a means of understanding increasingly complex customer needs and guiding them toward goals such as purchases and contracts.
In order to create a customer journey, it is important to set up
personas
that represent your target customers. First of all, the key is to align the understanding necessary to set up personas within the company and visualize the actions of those personas.
The need for a customer journey
The need for customer journeys has arisen because advances in technology have diversified the touchpoints through which customers interact with products and the paths they take to purchase.
In the days when the only media available was television, newspapers, and magazines, it was enough to set up personas and touchpoints when planning a marketing strategy.
However, as touchpoints and paths to purchase have become more diverse, it has become difficult to understand customer behavior without telling it as a chronological story.
Furthermore, advances in technology have increased both the quality and quantity of information about customers that can be obtained and analyzed.
Along with this, it has become possible to visualize the actual behavior of customers with a high degree of accuracy, and in order to understand customer behavior and develop strategies to provide an experience that is more likely to lead to a purchase, the customer journey is becoming more important. It is needed.
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