CX ABACUS 2013 (Customer Journey Mapping)
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The document outlines the six stages of the customer experience process: Awareness, Buy-In, Acquisition, Care, Use, and Share. It describes each stage in the process, from a potential customer first becoming aware of a need through sharing their experience after using a product or service. Maintaining a positive customer experience throughout all stages is important for customer loyalty and word-of-mouth marketing in today's digitally connected world.
CX ABACUS 2013 (Customer Journey Mapping)
- 1. Awareness Buy In Acquisi0on Care Use Share The Customer Experience is the Process
- 2. Awareness The first stage in the customer experience lifecycle is “Awareness.” This is the stage where a poten0al customer has just realized he has a need that your product or service could fulfill. Awareness
- 3. Awareness He may or may not be aware of your company yet. He’s just beginning to seek out solu0ons, so you want to make sure that your processes are visible and easily accessible – and you can quickly respond to any ques0ons or comments that come your way. Awareness
- 4. Buy-‐In Once your poten0al customer has discovered the process, he begins the “Buy In” stage in the process. Your prospec0ve customers will also have instant access to the in0mate opinions of friends, acquaintances, and complete strangers. Buy In
- 5. Buy-‐In Poten0al customers (known as Prosumers) trust the opinions of their peers more than your messages or even those of thought leaders and influencers. 84% of Millenials say social opinions—even from people they don’t know well—influence their decisions. Buy In
- 6. Acquisi0on Now that your customer has understood your process and services, he feels like he’s ready to make an informed decision. PuZng their cash on the table is the measure of the rela0onship that you are developing. Acquisi0on
- 7. Care Once you’ve successfully completed acquisi0on, you want to make sure that the customers first “direct Experience” (ok, every Moment of Truth) goes well. Care
- 8. Care This will largely determine whether they become a sporadic customer, or a loyal, regular customer. Care
- 9. Use This is the actual using of the product/service and process. What does it feel like, what is the experience really like? Some0mes no ma^er how good your process is, there will come a 0me when a customer has an issue that requires support. Use
- 10. Use The way that you handle this situa0on—the systems and processes set up for assistance, the speed and quality of response, the relevance of content available for them—will all impact the way they walk away feeling about your performance. Use
- 11. Share Processes that deliver Successful Customer Outcomes get talked about. Across all the social networks and. In the 20th C. bad experiences would be repeated to 20 people. These days in 20 seconds you tell millions on Twi^er. Are your Moments of Truth around sharing understood and working well? Share
- 12. Awareness Buy In Acquisi0on Care Use Share The Customer Experience is the Process