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Video: Maximizing Ability to Get & Keep Customers.
Time: 2:21
FAQs Q: What are the three Customer Journeys?

Q: What are the three Customer Journeys?

A: The three different Customer Journeys are:

 

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.

 

CustomerRelationshipJourney

 

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.

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Definitions

Touchpoint

Each physical, communication, human and sensory interaction with, and within, your organization.

Touchpoint Principle

The ability to get and keep desired customers and employees is enhanced by consistently delivering Valued Touchpoints™.

Valued Touchpoint™

Standardized interaction that is customer-centric while advancing the organization’s values, identity and strategy, and the touchpoint’s goal(s)

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