Managing the customer journey through social media

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From the first contact to the final purchase decision, customers put a path behind them. This happens via various Touchpoints such as websites, social media presences and offline channels. As a company, it is essential to follow this path. understand and target through marketing measures to accompany the customer. Which stations have a decisive influence on the customer's decision, which points of contact are there, and where do customers drop out again? Tracking this is the task of the Customer Journey Social media.

 

 

What is the relevance of the customer journey?

The Customer Journey serves the alignment and optimization in marketing and contributes to the Needs of the customer as fully as possible. Observations are not limited to the company's own website or social media presence, but are also expanded to include the Behavior at all direct and indirect touchpoints extended. A touchpoint can be the company's website or an advertising banner, a tweet or a product photo on Instagram. It is only through their addition that it becomes possible to Decision journey of the customer almost completely record and evaluate.

From this, companies gain the knowledge in which phase they should best address customers with which messages.

This approach is designed to enable companies to Brand experience of the customer along the customer journey comprehend and analyze to be able to. This gives us the opportunity to address customers appropriately, to support and imbue their interactions with positive emotions. This leads to a reduction in customer churn.

In the customer journey, therefore, the entire Purchase decision process of the customer is presented as a kind of journey. At the beginning a need is created and at the end the final purchase decision and beyond that Customer loyalty and support stand. For many potential customers, the customer journey now runs predominantly in the area of the Social media, where then also the first Touch points with the brand or the company. It is important that the customer comes across this touchpoint during his search for specific information on his concern.

Social Media Touchpoints während der Customer Journey
Possible social media touchpoints during the customer journey (Image: touchpoints.ch)

AIDA model: Four phases to the purchase decision

The Customer Journey takes a holistic approach to tracking the customer's journey from the first point of contact (Touchpoint) with a product, the company or similar up to the final purchase decision to follow. This path is divided into individual phases based on the four-stage AIDA model based. AIDA stands for:

  1. Attention
  2. Interest
  3. Desire
  4. Action

The first phase (Attention) of the customer journey describes the Orientation of the customerThe first points of contact are often in the area of social media in the form of ads (View). However, this phase can just as well be initiated by videos, images and texts (advice texts in blogs, forums and social networks) and thus set the research in motion. The transition to the specification phase (Interest) is fluid. Images on Pinterest or Instagram open up new possibilities for the customer on his Search for a specific species of products the spectrum of alternatives offered to him.

This is followed by the provider selection phase. The customer is now looking for more detailed informationto decide in favor of a particular product on the basis of this information. In this phase, well-researched content is required, be it in the form of videos or guide texts, with the help of which final doubts can be dispelled. High quality content are all the more important because customers make comparisons at this stage. At this point at the latest, good ratings and reviews of your own products in social media pay off.

Touchpoint Online Shop

In the last phase (Action) the Contact with the provider. The conversion from User to customer usually takes place on the company website or in the online store by registering and completing the purchase. However, shopping offers in social media now also allow purchases to be made directly in social media.

Sales Funnel and Customer Decision Journey

In order to complete the phases of Playing to the customer journey appropriately, the model of the Sales Funnels is used. This funnel illustrates how the Number of interested parties becomes smaller with each phase. This means that fewer customers actually make a purchase than were initially interested. The presentation and analysis of the customer journey using the sales funnel ends with the conclusion of the purchase.

Going a little further, the consulting firm McKinsey has developed the Customer Decision Journey. Here, too, the customer initially weighs up various brands to see which might be suitable for him. He initially limits himself to brands he is familiar with. Subsequently, the own preferences were taken into account in order to make a preselection.. The user decides which of the products on offer is the most likely solution and then makes the purchase in the next phase. At this point, the user becomes a customer. The experience gained with the product is incorporated into future purchasing decisions.

Moment of Truth - the moment of truth

One of the most famous models today comes from the company Procter&Gamble and is called Moments of Truth. This model divides the process of purchase decision into three phases: Stimulus, First Moment of Truth, and Second Moment of Truth. The stimulus draws the customer's attention to a product Attentive. This can be an advertising banner, a blog post, or social media content such as an image on Instagram, a tweet, and reviews on YouTube.

Beispiel Customer Journey
Example of a Customer Journey (Image: marketing-boerse.de)

If the customer decides in favor of a brand or product on the basis of the stimulus, this is referred to as a First Moment of Truth designated. The Second Moment of Truth is not long in coming: the customer consumes the product and makes his own experience with it.

In the literature, the individual terms are now interpreted differently. According to Alan George Lafley of Procter&Gamble, the First Moment of Truth is the moment in which the Customer perceives the product for the first time. The Second Moment of Truth is that moment in which the customer has the Quality promise of a product is checked after purchase.

In addition, it was also possible to Third Moment of Truth which is particularly relevant for the social media sector. This refers to the moment at which the customer receives a Judgment about a product or brand so he gives himself positive or negative about it. In practice, this happens, for example, via comments under certain entries, images of the product, reviews designed as videos, or tweets. This content can in turn become a touchpoint in the customer journey of other customers.

Empfehlungen Social Media 1
Recommendations on social media (Image: internetworld.com)

Ultimate Moment of Truth and Zero Moment of Truth

Experience has shown that statements from customers have a very High range can achieve. This is important for online marketing, especially in the area of the Social media monitoringof great importance. Whether as a review or rating in e-commerce, as a comment under company articles or entries in forums. For the implementation of campaigns, the Third Moment of Truth as part of the customer journey through social media plays an essential role.

In this context, the Ultimate Moment of Truth should be mentioned. Because this refers to the moment when consumers make their Share experiences with other users on social mediawithout necessarily including the presence of the company. It should be noted that the Ultimate Moment of Truth of one user can lead to the Zero Moment of Truth of another user and thus start their customer journey.

 

 

It is important that they comprehensively monitor these activities on social media in order to both spread positive feedback through sharing as well as Respond to criticism in a timely manner, to invalidate or narrow this down.

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