Customer Journey & Customer Lifecycle Touch Points

The touch-points in the customer journey vary depending on the stage of the journey and on the industry and business still it play a critical role in shaping the customer's journey. Each touch-point is an opportunity for a business to make a positive impression and build trust with the customer. A seamless and positive touch-point experience can lead to increased customer satisfaction and loyalty, while a negative experience can result in frustration and a loss of trust.

The customer journey and the customer lifecycle are related but distinct concepts. The customer journey refers to the steps a customer takes from initial awareness of a brand to post-purchase advocacy, while the customer lifecycle refers to the stages a customer goes through from initial awareness to repeat purchases and advocacy.

Awareness:

The first touch-point in the customer journey and customer lifecycle is usually awareness. This is the step and stage where customers become aware of the brand and its offerings. A strong and consistent message across these touch-points can help establish the brand's image and reputation, and increase the chances of customers moving to the next stage.

• Advertising
• Social media
• Content marketing
• Influencer marketing
• Public relations

Consideration/Interest:

After awareness, customers will reach the consideration step and enter the interest stage, where they show an active interest in the brand and its offerings. A user-friendly and informative website, along with positive customer reviews, can increase the chances of customers considering the brand.

• Website
• Search engine results
• Customer reviews and ratings
• Comparisons with competitors
• Customer service interactions

Evaluation (Customer lifecycle):

In the evaluation stage, customers consider the brand's offerings and compare them to other options. Clear and concise product information, along with a fair pricing strategy, can increase the chances of a customer choosing the brand.

• Pricing information
• Product or service demonstration
• Comparisons with competitors

Conversion/Purchase:

The conversion step or the purchase stage is where customers complete a transaction and become customers. A smooth and seamless checkout process, along with clear and timely confirmation, can increase customer satisfaction and encourage repeat purchases.

• Checkout process and payment options
• Confirmation and follow-up communication

Loyalty:

After the purchase step, customers enter the loyalty stage, where they become loyal customers and repeat purchasers. Personalized attention and loyalty programs can increase customer satisfaction and encourage repeat purchases.

• Repeat purchases
• Customer service interactions
• Loyalty programs
• Personalized promotions and offers

Advocacy:

At the advocacy step, the customers become at the stage of being brand advocates and recommend the brand to others. A positive customer experience can lead to positive reviews and recommendations, increasing brand visibility and reputation.

• Customer referrals
• Product or brand reviews
• Social media engagement and sharing
• Participation in brand-sponsored events and initiatives.

Moreover, touch-points can also provide valuable insights into the customer's needs and preferences, which can be used to personalize future interactions and offerings. By understanding the impact of touch-points on the customer journey, businesses can design a customer experience that aligns with their overall brand and business goals.

Touch-points are the interactions and experiences a customer has with a brand at each step or stage of the customer journey or lifecycle. While touch-points play a critical role in both the customer journey and lifecycle, the touch-points in each stage may differ.

Here are a few examples of how touch-points can have an impact:

Awareness:

• An advertisement on social media that triggers a customer's interest can lead to them researching the brand further, increasing their chances of moving to the consideration stage. On the other hand, a confusing or misleading advertisement can discourage the customer from considering the brand.

Consideration:

• A user-friendly and informative website can make it easier for customers to find what they're looking for, increasing the likelihood of a conversion. On the other hand, a slow or difficult-to-use website can lead to frustration and lost sales.

Conversion:

• A smooth and seamless checkout process can increase the chances of a customer completing a purchase, while a complicated or time-consuming checkout process can lead to abandoned carts.

Loyalty:

• Personalized promotions and offers can increase customer satisfaction and encourage repeat purchases, while a lack of personalized attention can lead to decreased engagement and a loss of loyalty.

Advocacy:

• A positive customer service experience can lead to positive reviews and recommendations, while a negative experience can lead to negative reviews and harm to the brand's reputation.

Overall, touch-points play a critical role in shaping the customer journey and lifecycle. By considering these factors and optimizing touch-points, brands can improve the customer experience and drive better business outcomes