{"id":2599,"date":"2024-05-21T00:00:05","date_gmt":"2024-05-21T00:00:05","guid":{"rendered":"https:\/\/contentguru.builtbytoast.uk\/?post_type=resource&p=2599"},"modified":"2026-02-19T14:58:55","modified_gmt":"2026-02-19T14:58:55","slug":"customer-journey-model","status":"publish","type":"resource","link":"https:\/\/www.contentguru.com\/en-us\/resources\/blogs\/customer-journey-model\/","title":{"rendered":"A Customer Journey Model is a Must-Have for Your Business"},"content":{"rendered":"\n\n
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Blogs<\/div>\n

A Customer Journey Model is a Must-Have for Your Business<\/h1>\n
Published: May 21st 2024<\/div>\n <\/div>\n <\/div>\n\n \n <\/section>\n\n\n\n\n\n
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Previously,\u00a0we discussed the importance of customer journey mapping in designing and outstanding Customer Experience (CX).<\/a>\u00a0 The \u2018customer journey\u2019 describes the steps that a customer has to take throughout their interaction with your business; everything from the moment of first contact, to the purchasing process, to ongoing support. Every time your customer engages with you, they\u2019re continuing the customer journey.<\/p>\n

Understanding the customer journey, then, is a critical first step toward great CX. Luckily, several customer journey models exist to help businesses understand what a typical customer journey looks like.<\/p>\n

In this blog, we\u2019ll be examining one customer journey model from McKinsey, and drawing out a couple of key insights to take back to your contact center. To find out more, read on.<\/p>\n

Customer journey mapping is one of the most critical skills for CX professionals to master. To learn more,\u00a0download Content Guru\u2019s whitepaper:\u00a0<\/a>Mapping the Customer Journey: Why Customer Journey Mapping is Your Business\u2019 Secret Weapon.<\/b><\/a><\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n \n <\/section>\n\n\n\n\n\n

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What is a Customer Journey Model?<\/strong><\/h2>\n

A customer journey model is a strategy for understanding how a customer interacts with your business. The purpose is not to predict the future, but to develop a customer journey map than can account for customer behavior at a general level. Once you know what a typical customer is likely to do, you can work to accommodate the outliers.<\/p>\n

One possible customer journey model is the one provided by McKinsey<\/a>. This model consists of three stages:<\/p>\n

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  1. Active Evaluation<\/b>\u00a0\u2013 The customer takes stock of the market, researching and comparing different providers, then whittling their list of potential candidates down to just one at the\u00a0moment of purchase<\/b>.<\/li>\n
  2. After the moment of purchase, the customer enters\u00a0post-purchase exposure\u00a0<\/b>(though it sounds like it, this isn\u2019t a medical condition). Here, the customer develops an impression of what a product is actually like to use. Expectations are met or disappointed.<\/li>\n
  3. From here, the customer joins the\u00a0loyalty loop<\/b>. This is where the customer decides whether to stay with your business or defect to a competitor. It\u2019s here that Customer Experience has the greatest impact.<\/li>\n<\/ol>\n

    At each stage of the customer journey model, you need to be working to understand your customers and deliver an outstanding Customer Experience. Depending on the customer, this can happen in a number of different ways.<\/p>\n

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    The First Stage of the Customer Journey Model: Evaluation<\/strong><\/h2>\n

    The first step a customer takes when approaching your business is\u00a0evaluation<\/b>. They haven\u2019t made a purchase yet, and they want make the best decision for their needs. During this phase, the customer will engage with your business at several different levels:<\/p>\n