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.




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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Touchpoint Principle

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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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