Dec 182014
 

Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market – helps the firm more clearly understand the consumer. Generally firms Read full article…

Dec 092014
 

What is a customer journey? Let’s start our understanding of customer journey mapping by first understanding what is meant by the “customer’s journey”. As suggested by the name, a customer journey is the progression of a consumer (initially a non-customer of a brand) in their journey to becoming a customer Read full article…

Dec 092014
 
Main phases of a customer journey

Three main phases of a customer journey Customer journeys, particularly for high involvement purchases, may take years to lead to a purchase decision. For example, a young consumer buying their first brand new car would have years of experience of seeing cars, seeing promotional campaigns and product placement, being involved Read full article…

Aug 192014
 
What is a customer journey?

What is a customer journey? As the name implies, a customer journey is the series of steps undertaken by a consumer (that is, a non-customer of a brand) in their journey to becoming a customer of the brand. A consumer’s journey will include gathering information, reviewing marketing communications, visiting stores, Read full article…

Feb 252013
 
Customer Value

  What is customer value? Customer value is a fundamental concept in the study of marketing and is usually covered in the opening chapter of a marketing textbook. Virtually all organizations strive to deliver good overall value for both their current and potential customers value. Without providing true customer value Read full article…