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Customer Journey and Experience Models


What's the difference between customer journey and customer experience market research?

Customer Journey delivers insights - it shows what is working well and where there are opportunities to improve.

Customer Experience delivers numbers - HOW MANY customers are satisfied (or not) overall and with each design, delivery or other operational element.


Customer Journey Model


 Some will talk about THE customer journey. In fact there are three separate ones and choosing the starting point is key. The question 'which journey do I want to affect?" will determine the outcome. Think of it as a funnel: one makes the decision, decides how to implement it and then follows through with the implementation.


Making the Decision

  1. Background awareness – putting it on the radar 
  2. Recognize the need or opportunity and that one may need to make a decision
  3. Info-gathering – active or passive 
  4. Cost/benefit assessment at a high level
  5. Decision re: action to be taken

Implementing the decision

  1. Info-gathering narrowed – details on features, ease of access, etc
  2. Exploration of alternatives
  3. Cost/benefit assessment at the solution level 
  4. Decide how to implement

Managing Implementation

  1. Obtain solution (new equipment, etc)
  2. Install, etc
  3. Post-implementation validation/assessment


Partner journeys (with trade allies, for example), though obviously different in many ways, will follow a similar structure.


Customer Experience Model


There are standard metrics to use that are indicators of deeper relationships (returning for new services or to participate in other programs) and broader relationships (positive word-of-mouth)


Besides overall satisfaction and satisfaction with each feature or operational element the Customer Experience model also considers the impact or your reputation and the reputation of your partners.