Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

The Changing Nature of the Customer Journey

Blog
27th September 2016

customer-relationship

I have read several articles and seen some presentations recently that have stressed the importance of understanding the customer journey. Personally, I believe that an understanding of your customer journey is one of the most important pieces of insight you can have – if you don’t know how customers find your products and purchase them then how can you keep repeating that process?

However, there is an important point to remember. The customer journey used to be fairly simple to map because it was a linear process. A customer would learn about your products from marketing or advertising, and would then gather more information before making a purchase. Their interactions with your company usually came after a purchase, and were with the customer service team.

That was all quite simple. Now there is no linear concept of a single customer journey. Every customer is experiencing his or her own unique journey and it is far more complex than ever before.

Think for a moment about some typical customer actions today. Downloading an app, reading reviews, writing a blog post, chatting on social media, asking friends questions about products, asking a brand questions directly using a social channel, viewing an information video on YouTube… I could list dozens of different types of action and they could be in any order.

This has been triggered by ubiquitous access to mobile internet and social networks in addition to more general social media, such as apps like TripAdvisor.

Despite all these changes, I believe it is still important to understand how customers arrive at a buying decision, but the emphasis now should be on the relationship rather than just the purchase. Build a great relationship based on good experiences with your brand and you will create a customer for life – a customer that often engages with your brand even if they are not making a purchase.

What do you think about the changing nature of the customer journey? Please leave a comment here, or contact me on LinkedIn, and let me know.


Leave a Reply

Your email address will not be published.Required fields are marked *


Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
Omnichannel and smarter sales assistance

Our recent YouGov research revealed that around 10% of customers admit to buying products online using their phone whilst still in-store. This is a customer who is in a store looking at a product and buying the same item online before even leaving. Just ten per cent may not sound significant, but it demonstrates that some customers are happily blending the in-store and online experience and are...

News
Webhelp and SKY make it a hat trick of awards

London, UK, 30/11/2018 Global customer experience expert, Webhelp, and leading telecommunications provider, Sky, were celebrating again after taking home the award for Best Outsourced Contact Centre at the European Contact Centre and Customer Service Awards, which took place in London on 27th...

News
WEBHELP AND VODAFONE UK WIN ‘EXCELLENCE IN BUSINESS OUTSOURCING COLLABORATION’ AWARD AT 2018 CCA AWARDS

London, UK, 29/11/2018 Global customer experience expert, Webhelp, and leading telecommunication company, Vodafone UK, scooped up the award for Excellence in Business Outsourcing Collaboration at the CCA Excellence Awards, held at the Hilton in Glasgow, Nov 15th. Having successfully worked...

Whitepaper
B2B Marketplaces are blossoming

Following our publication last year of " The Spring of B2B Marketplaces ": it is time to look back and to answer these questions: has there been some movement in the market? Have B2B players evolved in their marketplace business models? Is launching a new market observatory worthwhile? The answers...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook