Q: What are the three Customer Journeys?

Customer Relationship Journey: The macro journey consisting of the universal stages of: Awareness, Knowledge, Consideration, Selection, Satisfaction/dissatisfaction, Loyalty, and Advocacy.  Customer can advance to, stay in or return to any or all of the stages of the Journey.

Customer Transactional Journey: The Transactional Journey is a subset of relationship journey and can happen once or repeatedly within relationship journey.  This is the Journey the customer takes each time to understand, select and pay for product/service.  The stages of a Transactional Journey are specific to the organization. A typical B2B Transaction Journey would cover: marketing, sales, ordering, fulfillment, billing and payment.  A typical B2C Transactional Journey would cover: marketing, purchase and use.

Customer Value-Add Journey: This is a Journey a customer takes that adds value beyond or in addition to a product or service. Examples include obtaining education/training, engaging in social networking, attending a special event like a holiday party, etc.