Customer Journey & Path To Purchase
Identifying the customer journey can provide invaluable insights.
- What drives shopping behaviors within the store? Online?
- How do consumers feel about shopping at a retailer? What emotions are involved?
- What influences each step of the decision-making process?
- What is the role of promotion in the brand’s marketing?
- Does the brand’s package attract the attention of consumers?
- How is the brand perceived vis-à-vis competitive brands? What is its brand image?
- What are the characteristics of the product category? High involvement? High interest?
- Is the store/website providing the intended experience?
Customer Journey versus Path to Purchase
Customer Journey and
Customer Journey is understanding and mapping the entire customer experience. It goes beyond a single transaction to include all interactions including post-purchase word-of-mouth and even advocacy.
Path To Purchase is a subset of the entire Customer Journey. It represents the time from need recognition, research, comparison and decision, as well as purchase. Path To Purchase research tends to focus much more on awareness, driving trial, and barriers to trial or purchase.
Why Conduct Customer Journey and Path To Purchase Research?
Improved Customer Experience (CX)
Understanding pain points and areas of friction identifies opportunities to streamline processes, improve service, and create more experiences.
Enhanced Customer Satisfaction and Loyalty
Addressing customer needs and frustrations leads to happier customers, increasing their lifetime value.
Optimized Marketing and Sales Strategies
Insights from the journey map help tailor marketing messages to target specific customer segments.
Gap and Opportunity Identification
It reveals where customers might be dropping off, encountering issues, or where new products/services could address unmet needs.
Increased Efficiency and Reduced Costs
By optimizing processes and reducing friction, businesses can improve operational efficiency and potentially lower customer service costs.
Better Internal Alignment and Collaboration
A customer journey map provides a shared understanding of the customer across different departments, fostering a more customer-centric culture.
Competitive Advantage
Customer experience is a key differentiator. Businesses that deeply understand and optimize their customer journey gain a significant competitive edge.
Data-Driven Decision Making
It provides concrete data to back up strategic business decisions.
In essence, customer journey research helps businesses step into their customers' shoes, empathize with their experiences, and proactively design and deliver exceptional interactions at every stage.
Decision Analyst's Shopper Research Services
Our Leadership Team
Why Decision Analyst?
Decision Analyst is a leading international marketing research and analytical consulting firm with over 45 years of experience in Shopping Research and Customer Experience Optimization. Our staff has helped thousands of companies improve thier customer satisfaction and ROI.
Shopper Insights does not, and cannot, exist in a vacuum. Shopper Insights is one variable in a complex set of variables that impact a brand. These variables include branding, positioning, merchandising, product, packaging, pricing, advertising and promotion.
If you have questions you would like to discuss, or if you would like a proposal and cost estimate, please fill out the Contact Us form. We will get back to you quickly, or please email Bonnie Janzen, President, bjanzen@decisionanalyst.com or call 817-640-6166.
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