To create? Try a customer journey map [template] 1. Model easy to convince Simpler models reflect purchases that require less consideration, such Jewelry Retouching as: Impulse purchases motivated by reflex or habit Purchases by brand loyalists Buy from a single decision maker For example, Andrew Davis' model of the adapted buyer's journey from McKinsey reflects a cyclical, non-linear buyer's journey. The customer journey model A moment of Jewelry Retouching inspiration leads to a trigger. This trigger can lead to an immediate purchase. If the customer experience is positive, a loyalty loop can be created –
Which manifests itself in the form of subscription or repeat purchases. For easy-to-convince buyers, content marketers succeed by generating moments of inspiration and then reminding buyers of those moments to trigger purchases. For Jewelry Retouching example, Red Bull creates inspirational content about extreme sports, so when users see extreme sports, they crave Red Bull. In more complex purchases, triggers cause buyers to add a Jewelry Retouching mark to a small group of sellers they would be willing to buy from – their considered set. Buyers are actively evaluating these sellers and choosing one. Note that 57% of business leaders make a decision before contacting the sales department, according to a survey by the Corporate Executive Board.
What I like about Andrew's model is that the buyer experience from the first purchase clearly informs all future purchases. Many buying trips are like this: cyclical and repeatable. 2. Model before and after MXM uses a simple linear model for its customer journey, which Jewelry Retouching reflects six stages. Click to enlarge This buyer journey model adds a layer to represent the buyer's information needs at each stage, including company and product brands, relevant Jewelry Retouching content, influencers, pricing, product , store locators, etc. Thoughtful purchases require even more rigorous models of the buyer's journey. When consumers buy a new home, a new car, or a new