Customer life cycle” describes the progression of a customer from finding, considering, purchasing, using, and maintaining loyalty to a product or service.To get true wins, you need to support a customer’s journey through the various stages so that they can make informed decisions. Learn all about Mapping Customer Journey from Awareness to Advocacy.

1. Mapping Customer Journey from Awareness to
Advocacy
Webinar
11th February 2019, 10 AM CST
Hashtag #Marketingfunnel

2. About Us
Founded in
2015
• Data Driven Approach
• Comprehensive Customer View
• Accountable Customer
Engagement Model

3. Agenda
1) Why is Customer Engagement Important?
2) What are different customer engagement strategies
to be implemented?
3) What kind of metrics to focus on?

4. A2A Customer Engagement Model
Awareness Engagement Acquisition Loyalty Advocacy
Discover &
Reach TG
Connect &
Converse
Enable
purchase
decision
Personalize &
delight
customers
Enable
customers to get
you business

5. A customer journey is the route
your customer takes to complete
a desired conversion action. This
journey will vary greatly
depending on your type of
business.
“
“

6. Customer Journey Maps
Some customer journeys will take several weeks to complete -
often decisions that involve a lot of money - such as purchasing a
house, car, software or holiday. Other journeys will be
comparatively short.
● A customer journey map is a visual representation of the
journey your customer takes to conversion.
● Customer journey maps will differ between industries,
companies.
● In fact two people may follow an entirely different path to
purchase even if they are buying the same product.
!

7. Benefits of Mapping the Customer Journey
By creating a Customer Journey Map you can
● Chart each step of the customer experience.
● Understand your customers by segment.
● Get a clear picture of where and when customers are interacting with your business.
● Understand why customers stay – and why they leave
● Create focussed messages for each buyer persona at each stage in their journey.
● Identify choke points where you are currently losing customers and develop procedures to
address these.
● Build campaigns with clear call to action and KPI for each stage of your journey.
!

8. How to Create Customer Journey Maps?
To create a customer journey map, you need to
understand what motivates your customers to buy your
products. Once you are aware of the motivations, you can
align the communication your customers will receive at
each stage in the journey across platforms and throughout
your marketing campaigns, providing a more consistent
customer experience.

9. Create Buyer Personas.
The path two different customers follow to conversion may not
be the same, as their motivation for buying a product may not be
the same.
Therefore the first step is to create buyer personas.
● You can interview current and prospective customers,
conduct online surveys and delve into your data- Website,
CRM, Social Media or Advertising.
● You can also utilize tools such as Facebook Audience
Insights to find out more about your current customers.
(demographics, behaviors, interests)
!

10. Touch Points
List every possible touchpoint at which you are
communicating with your customers, and what
messages they are receiving at these
touchpoints.
These could include your website, social media,
advertisements, emails, chatbots, phone calls,
events or in-store promotions.
The longer your customer journey takes, the
more touchpoints it will involve.

11. List your Touch Points
You can make this task easier by walking through the
customer’s journey step-by-step.
● Where would you go when you have a problem(that
a product your company is offering could solve)?
● Where do you go or what do you do when you
discover the product or business that solves your
problem?
● How do you make your purchase decision?
● How do you interact with a business after the
purchase?

12. Build A Framework
● Define the end goal of the customer journey - Buying a
product or service, sign up for a newsletter or blog,
downloading an app.
● Consider the Buyer Persona you are aiming at.
● Where are they in the customer journey?
● Define the first point at which this particular buyer persona
begins its journey?What is the problem they are currently
experiencing that sets them on the customer journey?
● How can you help them progress to the next stage of the
journey?
● What are the channels through which you can reach them?

13. Identify Decision Stages
● Define the stages that a buyer will progress through
before making a purchase decision.
● List down the key decisions each buyer persona has
to make throughout their customer journey.
● For each of these decision stage, define the key
goal that you need to help the buyer achieve to
progress to the next stage and how you’ll measure
their progress.
Researching the
different options that
are available
Ensuring
that s/he
is paying
a fair
price.
Ensuring they
have all the
necessary
information about
the product.

14. Visualize Your Path
Are my customers
achieving their goals on
my
website/store/facebook
Handle?
Where are the main
areas of friction and
frustration?
Where are people
abandoning purchases
(and why)?
Ask yourself, interview customers and customer-facing
staff.
Some potential questions might include:
● Identify potential roadblocks or
pain points in the customer
journey.
● Note down areas where you’re
currently doing things right, and
figure out ways to improve.

15. Define Your Strategy
Once you know where the roadblocks mark them
down on your customer journey map.
● Define the channels,
● Content and key message for each stage in
your journey.
Doing this will enable you to synchronize your
messages throughout your customer journey.

16. Different stages of Customer Journey
Awareness Engagement Acquisition Loyalty Advocacy
Discover &
Reach TG
Connect &
Converse
Enable
purchase
decision
Personalize &
delight
customers
Enable
customers to get
you business

17. DATA
You enter each stage of the
funnel with a set of data Use
this data to formulate
strategies for this stage
As you move through a
stage you collect more
data or METRICS
These METRICS should be used to
streamline your strategies in the
next stage
DATA
METRICS

18. How To Find The Right Influencer ?Data at onset
Platforms to be Explored
Customer Personas
Touch Points
03
01 02

19. Awareness Stage
● Cast a wide net to promote the brand name
● Identify the channels for your marketing message.
Questions:
● Who is my target audience?
● Where can I reach my target audience?
Goal:
To reach out to potential customers and
introduce your brand to them.
A combination of online and offline marketing activities should be designed with appropriate channels in
mind to maximize the impact of your efforts.

20. How To Find The Right Influencer ?Platforms
● Social Media- Facebook/
Twitter,/Instagram/snapchat/
● Search Engines and Popular Indexing
sites- like Google or Bing/ Google Maps
● Restaurant Review sites like Yelp
● Display Ad Networks
● Mass Media Platforms - TV, Radio,
Newspapers, Billboards
● Local Advertising- Billboards/Banners
flyer distribution, events

21. ● Posts/Ads promoting your
products/services/website/app
● Search Engine Ads
● Website Ads
● Display Ads
● Posts that create value to your
customers like how tos/recipes
● Influencer Marketing
● Posts/ Ads that create a
buzz(contest/ coupons)
Strategies
Strategies
Offline
Website

22. How To Find The Right Influencer ?metrics
Metrics
nt
Link
Clicks
Website
Views
Ad
Views
Best time
to post
Regular
audience
Likes,
Reach,
Impressions
Follows
Engagement

23. Prepping for the next stage
Refine your strategies in the
Awareness Stage
Strategies to
engage them
Detailed
demographic of
audience
Optimize
engagement
Optimize ad
frequency
Finding the best time, days and
frequency of post
Nature of posts or ads that
generate interest
Refine your strategies in the
Engagement Stage
A
B

24. Engagement Stage
As the customer moves from awareness to engagement phase, it’s time to nurture and retain his
interest with offers and follow-ups.
Questions:
● How can I engage my audience?
● Why should they buy from me?
Goal:
To nurture the customers interest and lead
him to buying from you.

25. How To Find The Right Influencer ?Platforms
● Indexing sites- like Google or Bing/
Google Maps/ Restaurant Review
sites like Yelp
● Reviews on Facebook, Google
Business Page
● Website
● He could be looking at posts on your
social media pages to learn more
about your products.

26. Platforms
The customer should have seamless experience at all touch points.
● You contact information at all touchpoints is updated: Latest and updated business
information like store timings , address, phone number and directions on all
Relevant online and offline portals.
● Latest and updated information about all products and services on your various
online identities.
● You must ensure that your website is mobile optimized, offers easy navigation
● You business can be easily searched on Google Maps.
● You have positive and encouraging reviews on Review sites.

27. The core idea behind each of your
promotions in this stage should be
to answer the question- “why
should the customer buy from
you” . Posts that educate your
customers about product while
differentiating them other similar
products in the market
Strategies
Strategies
Ads
Website

28. How To Find The Right Influencer ?Strategies
● Content Marketing
● Contests
● Social Media Ads
● Specials
● Birthday Club
● Generating Customer
reviews

29. How To Find The Right Influencer ?METRICS
Number of people
engaging regularly
with your posts
Number of people
checking your
website or seeking
directions
People searching
for businesses
similar to yours
What kind of
questions people
are asking about
your products or
services
METRICS
Detailed
information about
Each set of audience
Where are people
falling off from the
funnel

30. Prepping for the next stage
● Come up with trigger based
promotions for customers who engage
regularly with your brand.
● Based on the kind of data you seek to
obtain, one can nudge customers into
taking action - for example if you know
that a customer is visiting your site for
the first time, pop up a free offer that
will compel the customer to visit the
store.

31. Acquisition Stage
Help your customer to make the purchase decision and keep them coming back for more.
Questions:
● What will prompt the customer to make the
purchase decision?
● Why should the customer keep coming back
Goal:
● Customer Retention
To nudge the customer to purchase your brand's product or service, you need to grab his attention
through personalized offers on a regular basis.

32. How To Find The Right Influencer ?Platforms
● Email/sms
● Response on review sites and
social media
● Customer service and support
portals

33. How To Find The Right Influencer ?STRATEGIES
Seamless
Customer
experience
Integrate
your ordering
platform into
social media
channels.
This is a
sample text
that you
can edit.
updates via email
and sms about new
products, services
and offers.
Campaign
sending out
Personalized
offers via
email and
sms.
Strategies
You must ensure that
your customers have a
seamless experience in
your store from order
to purchase.
If you are offering online
ordering services, you
must ensure
● Ease of ordering
● Multiple payment
options
● On-time delivery
Send personalized
offers
Go all out on your
marketing efforts to
show them you
value their business

34. How To Find The Right Influencer ?Metrics
● Name
● Age, family size, Address
● Food preferences
● Food allergies
● E-mail
● Phone no.s
● Average spend
● Average no. of time they buy from you over a period of
time.
● Regular customers
● most ordered items
● Best performing offer

35. Prepping for the next stage
You can start by preparing a list of customers who have been regularly engaging with your brand at various
touch points.
● Customers who engage regularly with your posts.
● Customers who visit your store frequently
Once you have a list of these customers, you can start collating other data points on these customers:
● What are they buying from you?
● Average Spend
● Food preference
● Food allergies
● Family structure

36. Loyalty Stage
● Identify your regular customers and take measures to convert them into your loyal clinette.
● Offering a loyalty program to your customers at this stage can be a great move.
Questions:
● What does your customer gain from Brand
Loyalty
Goal:
● Convert regular customers into loyal
customers.
To retain and reignite his interest in your products, you can come up with special or exclusive offers for
your regulars to turn them into loyals.

37. How To Find The Right Influencer ?Platforms
● Email/sms
● Review sites
● Feedback
● Loyalty programs
● Social media platforms

38. How To Find The Right Influencer ?STRATEGIES
Email/ sms
campaign to collect
feedback and
reviews.
Promote the program
through social media, in-
store promotions as well
as employee training
Run customer
analytics around
purchase patterns,
timings etc to
generate
actionable data
Offering incentives to
join your loyalty
program
Provide superior
customer support and
after sales services.
Timely response to
feedback
Loyalty program should
be easy to sign-up ad
redeem offers

39. How To Find The Right Influencer ?Metrics
● Name
● Age, family size, Address
● Food preferences
● Food allergies
● E-mail
● Phone no.s
● Average spend
● Customer repeat rate
● Repeat purchase rate-
● Avg. order value of loyalty members
● Percentage sales of loyalty members

40. Prepping for the next stage
Action: Armed with this data collected in
this stage you streamline the offers and
rewards that you roll out via your loyalty
program.
Use this data to channelize your most loyal
customers to become your brand
advocates.

41. Advocacy Stage
People are more likely to trust brands recommended by the friends and family than any other form of
advertising.
Questions:
● Why should my loyal customers refer me to
their friends?
Goal:
● To turn your Loyal customers to Brand
Advocates
You can come up with special or exclusive offers for your regulars or loyal customers to turn them into
brand advocates.

42. How To Find The Right Influencer ?Platforms
● Email/sms
● Loyalty programs
● Referral Program
● Social media platforms

43. ● Rolling out incentives to refer
your brand.
● Come up with staggered
incentive model for customers to
refer your brand
● Train your staff to promote the
referral program
● Offering incentives for promoting
your brand or posting pics with
your products on social media
pages
● Integrate the offers into the PoS
solution to keep track of coupons
Strategies
Strategies

44. Data

45. Data
Understanding customer journey enables marketers to come up with the right tools and
strategies that will help them guide this journey in an effective manner. At each stage collecting
and analyzing customer data will help one to execute and implement better marketing
strategies. The A2A Customer Engagement model is a step in this direction.

46. Connect With US
• Try our 4Q Platform
• Contact us for a demo
marketing@mkonnekt.com
Connect with us in case of any queries.
Ph: 619-566-6358 (619 -KONNEKT)
Email: marketing@mkonnekt.com
www.mkonnekt.com
Thanks For Your
Time