Customer Journey Model

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Customer Journey Model
Alicia Boelen, Student (Other), Netherlands

The Customer Journey (CJ) Model describes and captures the CJ and customer experience.
The CJ describes the experiences of a customer during the virtual 'journey' that a (potential) customer is making, and consists of 3 phases:
Phase 1: Orientation. Also known as Pre-service period. During this period, typical tools that are being used are: advertisement, social media, word- of-mouth, and past experiences. Based on these contact moments, the potential customer builds expectations.
Phase 2: Buying/Purchase of the product or service. Also called: service period. Consists of several touch points. It is important to make all the contact moments with the customer as memorable as possible. In this phase the customer builds experiences.
Phase 3: Post-service. During this period, typical tools that are being used are: customer relationship management, social media and word-of-mouth. After these contact moments the customer gets new expectations.
Sellers do not want their customers to have bad customer experiences to keep them from switching to another provider. On the contrary sellers want their customers to have a pleasant and consistent customer experience, because they want to keep on attracting, developing and retaining them. That is not always easy. There can be several departments that are facing the customer, but these departments don't see the whole journey.
The seller often forgets to put himself in the shoes of the buyer instead of his own position/departments.



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