Posts tagged with 'engagement strategy'

It's time to put the customer back into the 'customer journey'

The customer journey, the relationship and experience between people and brands, has been the subject of much theorising for some time.

There are a number of cognitive models, outlining the thought process people undertake; most of which are quite linear and logical. The vast majority of these stop at the point of purchase. This, by definition, cannot be “customer journeys”; isn’t a “customer” someone who has already purchased?

Then there are some, which go beyond purchase and introduce the concept of the "loyalty loop". It is perceived that people will remain loyal if they have a great post purchase experience with the product, offering and brand interaction.

Which of course makes complete sense….as do all the descriptions and commentary based around these models.

Unfortunately, they are all wrong...