When a customer touchpoint experience falls flat, what do you do next?
First identify touchpoint weaknesses (TPWs) that surface throughout your Customer Journey map. Separate TPWs into operational issues and content issues (operational issues take the “off ramp” at step 5 to execution). Correspond each TPW with one or more Customer Journey buying stages (see below). Pinpoint this intersection to empathize with customers along their Journey.
CONTENT STRATEGY ROADMAP
STEP 1: Identifying the Customer Journey (CJ) Stage
CJ Buying Stages
Although every Customer Journey is different, most travel through the following CJ buying stages.
- Cue (unidentified need)
- Search (identified need)
- Identify (zero-in on solution)
- Environment (website, brick & mortar)
- Compare (compare alternatives)
- Influence (check in with trusted opinions)
- Acquisition (sign up)
- Decision (select solution)
- Offer (tip the scales)
- Negotiation (if applicable)
- Transaction (web, retail, B2B)
- Growth and Retention
- Trial (customer experience)
- Service (ensuring value)
- Loyalty (repeat purchases)
Once you correlate the CJ Stage with touchpoint weaknesses (TPWs), move on to the next Step in BLIP #5.
NEXT—BLIP #5: Which Channels Deliver Bad CX?
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