In the past, the customer journey used to be described using following 4 A's:
AWARE (Attention),
ATTITUDE (Interest, Desire),
ACT (Action),
ACT AGAIN (Satisfaction)
These 4 A's should be rewritten including a fifth 'A' in the connected era. A typical customer journey ("Customer Path") in the connected era is now: Aware, Appeal, Ask, Act and Advocate:
AWARE: Gateway to the journey. At this stage, the customer has a long list of brands to filter from. Brand awareness by advertising, past experiences and word of mouth helps customers to process the information. Past experience and advertising efforts of the brand facilitates a better recall.
APPEAL: The customer in this stage becomes attracted to only a few brands, depending on the wow factors a brand presents and brands with a stronger appeal.
ASK: The curiosity that a brand created in the appeal stage leads to questions. In this stage, customers research the brand for more information. They seek information from
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