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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 - what is working well and where are the 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. Recognizing the need or opportunity and that one may need to make a decision
  3. Info-gathering – active or passive 
  4. Cost/benefit Assessment
  5. Decision re: Action to be taken

Implementing the decision

  1. Info-gathering part 2 – details on features, ease of access, etc
  2. Explore alternatives
  3. Assess cost-benefit
  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.