Purchase Journeys provide a visual approach to understanding the world from the perspective of a buyer who needs to accomplish a task.
In categories that constantly evolve and/or hold potential for disruption, the customer journey is a valuable tool to give companies a more comprehensive view of the competitive context for their products & services. It can uncover hidden threats and unexpected opportunities to serve customers better and to manage their end-to-end customer experience. Touchpoints are the individual interactions a person has as they progress along their journey to accomplish their task. The interaction is sometimes with the company, influencers, or other sources of information.
It is important for companies to understand customers’ expectations at these points and the role of the interaction in accomplishing the overall task. This represents an opportunity for brands to add additional value, help the customer move forward, or to get out of the way. The first evaluation should be to identify customer pain points and understand if the brand can reduce the pain, increase the speed, or eliminate it entirely.
We explore the journey through qualitative research and then validate it and size the stages and touchpoints through quantitative, so that you know what’s most important and how to impact customer decisions most effectively.