As a result, they entered the “information search” and “product evaluation” stages of their buying decision process. In other words, the consumer has gone through need/problem recognition and has decided to consider buying this product. In the Search phase, the buying decision process has been activated. Like before, these are all driven through drop-down menus or you can choose to add unique ones as well. You work through the next stages of the customer journey, highlighting relevant brand touchpoints, consumer steps and interactions with the firm. The processes in the same for the next three worksheets in the template. Search, Purchase and Consumption, Post-Sale Worksheets If you have unique brand touch points that you want to include, then the template allows you to do this and add your own. The final customer journey map will show 10 of these brand touchpoints. Here is a sample from the awareness worksheet, that outlines just some of the brand touch points that are available to be included in your customer journey map:Īgain, you just indicate on the template whether or not you want this particular brand touchpoint to be included in your map for this brand persona in this particular main phase of their customer journey. Here you identify, from a list of around 50, what are the relevant brand touchpoints that have contributed to the formation of the consumers’ (your brand persona in this case) awareness and attitude towards the brand. This is where the awareness “pre-search” phase comes in. This means that consumers accumulate knowledge and form attitudes prior to engaging in a purchase decision. This is a “pre-search” phase, where the consumer is not actively looking for your product, but has accumulated knowledge and information about your brand (or its competition) over time.Īs a simple example, many people would know of car brands such as Mercedes-Benz and BMW – but only a small proportion of those have ever actively engaged in a purchase decision for one of these brands. The next worksheet is the first stage of the overall customer journey. The final column – include in map – allows you to add/edit your map very quickly. Here is an example of how it looks in the template.įor each of these descriptors (and there are more in the template), there is a drop-down menu you selects the most appropriate response. In each case, there is a series of drop-down menus provided with multiple ways of describing your brand persona, or you may add your own as well. And what is NOT important to them in their purchase decisions and shopping behaviorįor the descriptors and the importance ratings, the template allows you to include five of each – giving 15 pieces of information about your brand persona, plus your descriptive name that you have allocated.What they are looking for in their purchases = what is important to them.Demographic, psychographic and various other descriptors.Their descriptive name (as mentioned above).The options within this worksheet to define your brand persona include: Remember that you should be producing multiple customer journey maps for different brand personas. Some examples could include:Īs you can see, they can be a normal name combined with some sort of action, or a phrase that describes their behavior. Usually we try for a descriptive name, something that is short (a few words), but also gives a sense of what the brand persona is all about. In this section you will give your brand persona a suitable name. As you can see below, the various tabs include: brand persona, awareness, search, purchase and consumption, post sales, fine-tune the map, and then the map is produced. You then work from left to right through the various worksheet tabs, to populate and select items for your final journey map. This provides basic instructions to follow. When you open the template, you will start at the “information” worksheet. You start off by downloading the free template by using the download link that has been provided at the top of this article. And here is another example, this time for “Bargain Barry”…
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