These can be an ad which makes a consumer aware of the product, a visit to the product site that educates them and creates desire for the product, and even a specialized experience that converts them from a shopper to a customer. Lafley, moments of truth refer to key decisions consumers make during their customer journey, generally triggered by events that leave a lasting impression of the product or brand on the consumer. These are called moments of truth.Ĭoined by Proctor and Gamble’s A.G. However, within this wide variety of journeys sit key touch points and transitions that dictate how a consumer views and engages with a brand. All of the possible touch points are important, since no two journeys will be exactly alike and a variety of different combinations of touch points can all lead to a conversion. Some models will also add Feedback as a stop along the way. The most common representation of a customer journey groups these touch points into Awareness, Consideration, and Decisioning. Everything from traditional media to influencers, to the social feeds of friends and family all present opportunities to connect with a product at a multitude of levels.įrom a marketer’s perspective, these touch points make up the path to decisioning known as the customer’s journey. In today’s ever connected world, there are thousands of touch points at which a consumer can discover, engage with, and evaluate brands, products, and ideas.
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