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Customer journey

Wat is een customer journey?

De customer journey, oftewel de klantreis, is de reis die je klant doormaakt om jouw product of dienst te kopen. Die klant is er namelijk niet zomaar. Hij heeft zich vaak eerst georiënteerd en zijn keuze afgewogen. Waarom koos de klant voor jou? Een interessante vraag, niet? Door de customer journey in kaart te brengen, kom je erachter wat de klant tegenkomt in zijn reis naar jouw product of dienst.

De fases van de customer journey

De customer journey bestaat uit 5 fases: bewustzijn, overweging, aankoop, service en ambassadeurschap. Vóór een klant iets koopt, gaat hij eerst door de fases van bewustzijn (ik heb iets nodig) en overweging (wat is het beste voor mij). In die fase bekijkt de klant bijvoorbeeld je website, of komt hij in aanraking met reclame van je merk. Na de aanschaf (doe mij die maar) zijn er nog de fases service (is alles naar wens) en ambassadeurschap (ik heb toch zo’n mooi product gekocht).

In kaart brengen van jouw klantreis

Bij het in kaart brengen van jouw customer journey, kijken we naar de contactmomenten die een klant heeft met jouw merk. Bijvoorbeeld websitebezoek, of contact met een medewerker. Wat zijn de ervaringen geweest? Was de klant blij verrast, of juist geïrriteerd nadat hij contact had. Alle contactmomenten en ervaring brengen we in kaart. Dat noemen we customer journey mapping. Dat doen we door eigen analyse, maar ook door klanten te interviewen. Het eindresultaat is een duidelijk overzicht van de sterke en zwakke punten in de klantreis.

Hoe helpt de customer journey?

Door te kijken wat sterke en zwakke punten zijn in de customer journey, kan je de zwakke punten verbeteren. Je krijgt dus hele concrete verbeterpunten voor je communicatie. Denk aan verbeteren van de klantenservice, of het verbeteren van de beloftes op je website. Alles hangt af van de huidige ervaringen van je klant.