Any interaction or moment of contact between a person and a brand throughout the customer journey. Each touchpoint contributes to the customer’s overall perception and next decision. See also: Customer
The process of visually documenting the steps, needs, emotions, and touchpoints a customer experiences with a brand. A practical method for finding friction, gaps, and opportunities across the customer experience.
The process a potential customer moves through from recognizing a need to evaluating options and making a decision. A framework for matching marketing content to what a person needs at
The point in the buyer’s journey when a person is actively researching and comparing possible solutions. Content at this stage should help the audience evaluate options and understand tradeoffs. See
The complete experience a person has with a brand, from first becoming aware of it to making a purchase and beyond. A way to understand how each interaction influences trust,
The point in the buyer’s journey when a person is ready to select a solution, vendor, or product. Marketing at this stage should reduce uncertainty and make the next step
The point in the buyer’s journey when a person first recognizes a need, problem, or opportunity. Marketing at this stage typically focuses on education rather than an immediate sale. See
