Decoding today’s customer journey chaos
We are living in an extremely fast-moving world and agile solutions are essential to keep track and remain competitive.
Customers today are increasingly erratic and much less predictable. But people do still exhibit shared behaviours, even if the patterns themselves are constantly changing – or chaotic…
Many companies want to define and anticipate the Customer Journey – exploring how people weigh up and evaluate the criteria that are important in the purchase of a new product.
Many factors and triggers play a role – from the highly rational issues around product features, performance, reliability, and cost of ownership, to the more emotional territory of perceived wellness, freedom, excitement and status in owning the product.
Understanding each component of the purchase journey, and how important each component is for different customer profiles is key.
Today, more than ever, each customer’s journey to purchase may also be a highly individual and even unique experience – the issues which will be strong triggers for one person may be just a hygiene factor for another. Some may go through the journey at high speed, circumnavigating some steps, whilst others may need to take their time, returning to certain points and dwelling longer on those factors, which are key for them.
We find that some customer segments and profiles take a very conventional and linear approach, methodically progressing step by step along the journey, whilst others manage multiple steps simultaneously, defying the traditional logic of the progressive journey of one step at a time.
There are even some truly impulsive customers, fast tracking from the initial desire to purchase decision and short-circuiting most of the rational steps of information gathering and purchase justification, as they fulfill a more emotionally driven desire.
How can we help?
For more than two decades, ADK Insights has been analysing various touchpoints as they influence customers, measuring how much weight each touchpoint carries in various stages from awareness building, through to information gathering, model and brand consideration, shortlisting as well as the final purchase stage.
Our methodologies aim to capture the realities of the Customer Journey and the output identifies the core journey for the ‘mainstream’, as well as several interesting alternative routes taken by other profiles.
We combine both qualitative exploration of the rational and emotional factors that shape the Customer Journey, along with a quantitative scale to validate ideas and generate reliable insights. We speak to owners who have recently completed a purchase, as well as those who are currently part way through the journey and even those who have abandoned it. Owners, Intenders, and Rejecters can each reveal valuable insights to build the most compelling and accurate Customer Journey and to identify the key points of truth along the way.
To find out more about our Customer Journey methodology, please contact Nimrod.