Consumer Cluster Analysis: Why should you analyze the consumer journey?
The consumer journey is the process that a potential customer goes through when considering, purchasing, and using a product or service. It consists of several stages that a customer typically goes through, including need, awareness, consideration, decision-making, purchase, and loyalty.
The consumer journey stages
The Need stage is when a person expresses necessity for a product or service and starts looking for the right one to buy.
In the Awareness stage the person learns about a product or service, often through advertising, word-of-mouth, or online searches.
In the Consideration stage the person begins to research the products or services that can meet the need and fit the budget. This stage may include reading reviews, comparing prices, and seeking recommendations from friends or family.
In the Decision stage the person decides to purchase the product or service and selects a brand and a seller.
In the Purchase stage the person becomes a customer by completing the transaction, either online or in-store, and receiving the product or service.
Finally, in the Loyalty stage, the individual evaluates the product and customer experience and decides whether to become a repeat customer or recommend the same purchase to others.
Mandatory for a strong strategy
Consumer journey analysis is critical to understanding consumer needs and dissatisfaction at each stage, improving the experience and building stronger customer relationships.
By analyzing the consumer journey, B2C companies can in fact identify areas where their customer experience is lacking, as well as identify when and why customers leave. By addressing these issues, companies can improve customer retention and reduce churn.
Overall, consumer journey analysis can help companies improve customer satisfaction, increase loyalty, and develop effective marketing strategies to gain a competitive advantage.