This refers to all the interactions and stages a customer goes through while engaging with a brand.
The Customer Journey includes all touchpoints and channels through which a customer comes into contact, starting from the moment they become aware of the product or service offered until the transaction is completed or the proposed objectives are exceeded.
The Customer Journey is essentially a map or flow of the customer’s experience, which can include both positive and negative interactions.
Do not confuse the Customer Journey with Customer Experience, which I will write about in the coming days.
Ideally, you should develop such a workshop under these parameters:
- With the same cross-functional project team that was involved in the branding project, including representatives from all departments.
- It is essential to involve salespeople, not just marketing personnel.
- Allocate a full day for the workshop.
- Several exercises are performed before creating the actual Customer Journey.
- The process can also be used in teambuilding sessions when teams think out-of-the-box.
The outputs from this workshop are used in the communication strategy and the launch of the internal and external re/branding project.
The Customer Journey can also be a standalone exercise, not necessarily part of a comprehensive re/branding & design project. It can be part of the brand strategy, marketing, or communication efforts.
