customer cartography
DESCRIPTION
All you need to know about your customersTRANSCRIPT
Customer CartographyARTICLE REVIEW
VIKRAM ARORA
UM14297
Customer Cartography
Molly Soat – staff writer of American Marketing Association
“Customer Cartography” is the first step in the mapping of customer journey
A “Customer Journey” is the customer’srelationship with a brand as they continue to discover new options, explore their needs, make purchases and engage with the product experience and their peers – acc to Forrester
It is also known as CX mapping or Customer Experience Mapping.
Customer Cartography – audience experience Mapping
It visualise the stages, actions, mind-set and touchpoints of the customer lifecycle, from initial awareness through to post-purchase.
There are a number of touchpoints in which the customer and the brand come into contact. These are defined as moments of truth (MOTs)
On average it takes a customer seven MOTs with a company to build enough trust to make a purchase
What is the change?
The article talks about the new terrains in the buying journey
McKinsey and Co. Inc. was the first to note this change in 2009
Factors driving this change: Social media
Mobile shopping
Online review sites
The change is that the journey isn’t linear anymore.
How is the new cartography designed?
Initial Consider
ation
Active Evaluatio
n
Closure
Post Purchase
New journey is not linear but circular
Instead of a step wise approach, it has four phases as depicted in the diagram
Active evaluation is the process of potential purchases
Closure is when the consumer finally buys the brand
Post purchase is when consumers experience the brand
Loop is closed depends on loyalty of the consumer
Loyalty closes this loop
Getting Granular
Marketers cannot rely on set points of entry Buying process is more like a web rather than path
Active buying instead of Passive Buying
Explosion in number of gateways (eg., digital) that influence buying