DIGITAL AGE’S CUSTOMER JOURNEY, A NEW MARKETING QUEST
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Abstract
Today’s customer journey is immensely affected by technological changes. As a result, brand touch point also changes congruently. A customer journey begins with pre-purchasing, during-purchasing, and post-purchasing of product or service which comprises six steps including awareness, consideration, preference, purchase, loyalty, and advocacy. A key instrument used to identify a customer journey is known as the customer journey map. A business employs the instrument to create an in-depth analysis of customer’s opinion, demand, and behavior. The result of an analysis is constructed as a map of customer journey to explain the relationship between customers and the brand touch point. The derived insights can be used to plan a better marketing strategy to satisfy the target customers and effectively manage their experiences.
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