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Glossario Apparound

This section contains a collection of terms related to the digitization of sales processes, the latest innovations in technology and marketing, each accompanied by an explanation of the meaning or other observations.

Customer Journey: the customer's path to sale

The Customer Journey is a fundamental component for sales-oriented marketing strategies.

Therefore, in the following lines, we will delve into what this concept means, what phases it consists of, and how companies can use this information to enhance their interactions with customers and increase commercial results

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What is Customer Journey and what are the steps it consists of

Customer Journey - le varie fasi

The Customer Journey can be defined as a series of interactions that the customer has with a brand, a product, or a service as they become aware of their problem and make a purchasing decision. In general, there are five phases that customers go through when interacting with a brand or a product: Awareness, Consideration, Decision, Retention, and Loyalty.

Awareness Stage
In the awareness phase, customers realize they have a problem. In this part of the customer journey, companies should provide informative and educational content to help customers and offer potential solutions.

Consideration Stage
In the consideration stage, customers have already conducted enough research to realize they need a specific product or service. At this point, they begin comparing brands and offerings to choose the solution that best meets their needs.

Decision Stage
In the decision stage, customers have chosen a solution and are ready to make a purchase. In this phase, the brand should provide a linear, streamlined, and intuitive purchasing process to make product purchases as simple as possible.

Retention Stage
In the retention phase, customers have purchased a solution and – if satisfied - remain with the company from which they made the purchase. If customers are not satisfied, they will switch to another provider at the first opportunity.

Loyalthy stage
In the loyalty phase, customers not only choose to stay with a company but actively promote it to family, friends, and colleagues, becoming substantial brand ambassadors.

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What is the Customer Journey Map?

The Customer Journey Map is the visual representation of the customer's experiential journey with a company. It also provides information about potential customers' needs at each stage of this journey and the factors that directly or indirectly motivate or inhibit their progress.

With these premises, it is evident that the customer journey map should include the purchasing process, emotions, user actions, user research, and solutions.

The purchasing process
To determine the purchasing process of their customers, it is useful to extract data from all relevant sources to accurately trace their journey from the first to the last contact.

The emotions
Regardless of whether the goal is large or small, it is important to remember that customers are looking for ways to solve a problem. Therefore, they are probably experiencing some emotion, whether it be relief, happiness, or concern. Understanding, respecting, and interpreting emotions correctly will allow for a more direct connection with the counterpart.

User actions
The third component details what a customer does in each phase of the purchasing process. For example, during the problem awareness phase, customers might download e-books or participate in educational webinars to gather more information about addressing their needs.

The solutions
As the final element in the customer journey map, solutions represent how the company can improve the process.


From the above, it follows that the customer journey is an essential guide that can provide valuable insights for improving the customer experience and guiding business strategy. With careful planning, research, and implementation, mapping the journey can lead to greater customer satisfaction, greater loyalty, and a competitive advantage in today's market.

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Tips for Creating the Customer Journey Map

As we have seen in the preceding lines, creating a Customer Journey Map is a fundamental process for understanding and improving the customer experience with one's product or service.

Here are some tips for creating it effectively:

  1. Define the Ideal Customer: Before starting, it is important to have a clear understanding of who your ideal customer is, creating personas representing the various types of customers your company might have.

  2. Identify Touchpoints: List all possible touchpoints between the customer and the product/service, including – but not limited to – websites, social media, advertising, customer support, the purchasing process, and so on.

  3. Map the Customer Journey: Start mapping out the path a typical customer might take, from discovering the product/service to making a purchase, and beyond. Consider the different paths that various personas might take.

  4. Identify Key Moments: Highlight the most important moments in the customer journey, such as the purchase decision or the use of customer support. These are crucial points for the overall customer experience.

  5. Evaluate Emotions and Motivations: For each point in the journey, it is essential to understand the customer's emotions and motivations, as this will allow for an assessment of what drives them from one point to another.

  6. Collect Feedback and Data: Use data collected through market research, customer feedback, and analytics to inform and update your map.

  7. Identify Areas for Improvement: Use the map to identify where the customer experience can be improved. This could include streamlining the purchasing process, improving customer support, or addressing issues on the website.

  8. Make the Map Visual: A Customer Journey Map should be easy to understand at a glance. Using visual elements like charts, icons, and colors can make the map intuitive and engaging.

  9. Share and Collaborate: Ensure that the map is shared with all members of your organization. Doing so will help ensure that everyone is aligned and focused on the customer experience.

  10. Regularly Update the Map: Customer behavior and the market change over time; therefore, the Customer Journey Map should be a document that is regularly updated to reflect these evolutions.

A well-made Customer Journey Map can provide valuable insights for improving the customer experience and positioning your business for success.

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The Customer Journey represents the path a customer takes when interacting with a company, from the initial contact to purchase and beyond, including the stages of awareness, consideration, decision, retention, and loyalty.

The main stages include: awareness (the customer recognizes a need), consideration (evaluates available options), decision (chooses a solution), retention (remains loyal if satisfied), and loyalty (becomes a brand advocate).

Mapping the Customer Journey helps companies understand and improve the customer experience by identifying strengths and areas for improvement along the purchase path, to increase customer satisfaction and loyalty.

To create an effective map, it is essential to define the ideal customer, identify touchpoints, map the customer journey, identify key moments, evaluate emotions and motivations, collect feedback and data, pinpoint areas for improvement, make the map visual, share and collaborate with the team, and regularly update the map.

Companies can use data analysis software, customer relationship management (CRM) platforms, feedback and survey tools, as well as marketing automation solutions to collect, analyze, and act on data related to the Customer Journey.