Reacting in real time
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This document outlines a customer experience map that charts the typical journey and emotions of customers through various phases of purchasing a product. It identifies 5 phases: discovery of needs, research, consideration, purchase, and post-purchase. For each phase, it describes what the customer is typically thinking and doing, and highlights opportunities to better support them, such as providing advice, reviews, deals or guidance on specific products that meet their needs. The goal is to understand customers' decision making process and identify ways to improve their experience at each step.
Reacting in real time
- 1. Reacting in real time @gilescolborne 1
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- 15. Customer Experience Map What customers do when purchasing User type User type User type User type Description of of typical user behaviour and their Description of of typical user behaviour and their Description of of typical user behaviour and their Description of of typical user behaviour and their information needs. Include what difficulties they information needs. Include what difficulties they information needs. Include what difficulties they information needs. Include what difficulties they normally have and anything that could potentially normally have and anything that could potentially normally have and anything that could potentially normally have and anything that could potentially influence them influence them influence them influence them Phase 1 name Phase 2 name Phase 3 name Phase 4 name Phase 5 name Description of phase this phase in the users journey Description of phase this phase in the users journey Description of phase this phase in the users journey Description of phase this phase in the users Description of phase this phase in the users journey journey Customer emotions What the user is What the user is What the user is What the user is What the user is What the user is What the user is What the user is What the user is What the user is thinking thinking thinking thinking thinking thinking thinking thinking thinking thinking Research online Research online Search for Ask friends and preferred brands Ask friends and family for advice family for advice Search for d Research in store specifics that Research in store Ask what I need match needs Ask friends and Is it the right Ask friends and family for opinions size family for opinions Look at specific Compare specifics detail of product Compare specifics Ask what to look for in a product Is it the right colour Ask what they have used Try the product What's the Is it the right Ask where to before quality like size look Customer actions Trying stuff they View forums and have got social networks Ask for advice Show choice to Is it the right Showparty to third choice Notice what colour third party Ask friends and people in the family for advice street have got Look for best Ask about sellers previous Check competitor What's the experience prices on phone quality like Asks what they Show to partner Asks what they would like would like Looks for offers Compare user Ask how much it and deals Compare user ratings should cost See what the ratings Realises specific See what the sells supermarket Is it safe Look for advice needs for product supermarket sells Searches for Look for advice online specific product Show to Gifter For a specific Look for advice online Searches for that they have item online Learn brands specific item or bought before Decide which one I brand Talk to other Compare cost Compare user Compare price Compare product Read impartial Prefer Needs have An item needs Learns about and Receives a lot of Realise this is realy Uses knowledge Consider second Compare cost people who Compare cost ratings with other specifics against reviews on chosen Discover I'm changed pregnant replaceing event -Birth An item needs disposable income replaceing Realise this is realy complicated complicated For a specific View forums gained from previous purchases Look at catalogues Look at catalogues See what the hand supermarket sells Doesn't find it Doesn't find it already own products my needs product Ask if its suitable Ask parent if gift is Purchase Should I buy products -Birthday brand new? I don't want to suitable for child process spend too much Gap analysis How can we How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase support our customers? How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase 15
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- 18. Thank you Giles Colborne giles.colborne@cxpartners.co.uk 07850 590966 Icons (cc) The Noun Project Marwa Boukarim Andrew Forrester Benoit Champy Jens Tärning Remee Ramsay-Passmore Simon Child Christopher Reys Donata Bologna Scott Lewis Jeff Raines Jeff Gerlach Ricardo Moreira Laurent Patain Nicholas Menghini Dmitry Baranovskiy 18