This framework is created by former McKinsey, BCG, Deloitte, EY, and Capgemini consultants. It provides an evaluation of over 200+ activities & items across 8 phases of the Customer Journey.
Provides a structured approach to Customer Journey Assessment, which evaluates over 210+ items across 8 phases of the Customer Journey.
Identifies pain points and friction in the customer's experience, allowing for targeted improvements.
Identifies the core objectives at each phase of the Customer Journey, along with the key activities / checklist items to focus on for each objective.
CUSTOMER JOURNEY PPT DESCRIPTION
This product (Customer Journey Assessment & Checklist) is a 42-slide PPT PowerPoint presentation slide deck (PPTX), which you can download immediately upon purchase.
The Customer Journey represents the complete experience a customer has with a brand, encompassing every interaction from initial awareness to advocacy. It includes all stages where the customer engages with the organization, both directly and indirectly, to meet their needs and expectations.
Understanding this journey helps organizations design meaningful, seamless, and personalized experiences. Optimizing the Customer Journey is critical to building lasting relationships, reducing churn, and driving higher lifetime value.
A Customer Journey Assessment provides a structured approach to identifying gaps, inefficiencies, and opportunities for enhancement at each phase of the journey. In this PowerPoint presentation, we discuss an 8-phase framework to assessing your organization's Customer Journey:
1. Awareness – The initial phase is where customers first become aware of a product, service, or brand. Focus areas include brand visibility, marketing efforts, and public perception.
2. Consideration – Customers actively research and compare options to address their needs or solve their problems. Focus areas include marketing materials, product information, reviews, and thought leadership.
3. Acquisition – The phase is where customers take action to engage with the business (e.g., making a purchase). Activities include user experience, pricing, sales processes, and ease of conversion.
4. Onboarding – The period immediately after acquisition where the customer is introduced to the product/service. Activities include education, initial experience, customer support, and activation.
5. Usage & Engagement – Customers actively use the product or service. Focus areas include product functionality, usability, customer satisfaction, and engagement.
6. Retention – Efforts to keep customers engaged and satisfied to prevent churn. Focus areas includes customer service, loyalty programs, and ongoing communication.
7. Advocacy – Satisfied customers become promoters of the brand, sharing positive experiences and referring others. Activities include gathering Net Promoter Score (NPS), testimonials, referrals, and social proof.
8. Post-purchase Experience – The immediate post-purchase period ensures fulfillment of customer expectations, reinforcing trust and satisfaction. Focus areas include delivery performance, proactive support, initial satisfaction, and feedback collection.
Each of these phases is discussed in depth, where we breakdown the key objectives of the phase and key insights to be gained from assessing this phase. Note the first 5 phases are sequential, whereas the last 3 are in parallel. We further identify 210 key activities, organized by Customer Journey phase and objective.
A comprehensive Customer Journey Assessment highlights hidden bottlenecks and inefficiencies that can negatively impact the customer experience. Mapping the Customer Journey reveals critical touchpoints where personalized interactions drive the most value.
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This slide presents a structured framework for assessing the customer journey, encompassing eight phases: Awareness, Consideration, Acquisition, Onboarding, Usage and Engagement, Retention, Advocacy, and Post-purchase Experience. The Awareness phase focuses on brand visibility and marketing efforts that influence customer knowledge. In the Consideration phase, customers research and compare options, where effective marketing materials are crucial. The Acquisition phase involves direct customer engagement, influenced by user experience and pricing. Onboarding introduces customers to the product, emphasizing education and support. Usage and Engagement assess product functionality and satisfaction, while Retention aims to minimize churn through communication and loyalty programs. Advocacy occurs when satisfied customers share positive experiences, contributing to social proof. Finally, the Post-purchase Experience reinforces trust through proactive support and feedback collection, highlighting potential bottlenecks in customer satisfaction.
The Retention phase is vital for maintaining customer loyalty and minimizing churn. Key objectives include analyzing retention trends to identify factors influencing customer loyalty and churn rates, which helps understand customer behavior. Proactive customer support, personalization, and consistent value delivery enhance customer satisfaction. Implementing retention strategies that reward loyal customers encourages repeat engagement, fostering loyalty and driving recurring revenue. Addressing churn risks by identifying and mitigating causes of customer dissatisfaction allows organizations to take corrective actions. Understanding retention drivers amplifies loyalty factors, while identifying churn predictors enables proactive measures. Evaluating loyalty programs highlights how rewards foster loyalty, and assessing Customer Lifetime Value (CLV) is essential for comparing the profitability of retention efforts against acquisition costs. This comprehensive view equips organizations to enhance customer loyalty and drive sustainable growth.
The "Awareness" phase is essential for establishing connections between potential customers and a brand, focusing on visibility, relevance, and engagement. Key objectives include analyzing marketing channel effectiveness across platforms like social media and search engines to drive brand visibility. Evaluating messaging consistency ensures brand identity aligns with customer expectations. Assessing market penetration reveals if the brand reaches intended demographics and geographic regions, identifying strategy gaps. Benchmarking performance against competitors involves measuring brand awareness, share of voice, and media impact. Insights on channel performance highlight which channels yield the highest customer engagement, while understanding brand perception reveals strengths and areas for improvement. Target audience alignment identifies where awareness efforts may not resonate, and content resonance examines which messages lead to the highest engagement and recall. This framework aids organizations in enhancing initial customer interactions.
This slide outlines the Acquisition phase, focusing on transforming potential customers into buyers. Key objectives include optimizing the purchase journey to reduce friction, evaluating conversion strategies like promotions and pricing, assessing customer confidence through trust-building measures, and ensuring operational readiness. Identifying friction points is essential for removing barriers in the buying process, while understanding conversion drivers helps prioritize impactful efforts. Trust-building measures, such as guarantees and transparency, are vital for instilling customer confidence. Recognizing operational bottlenecks reveals inefficiencies that can hinder acquisition. These insights guide organizations in refining acquisition strategies and enhancing the customer experience.
The Post-Purchase Experience is the final phase in the customer journey, critical for reinforcing customer satisfaction and loyalty. Key objectives include seamless delivery and follow-through, which involve monitoring fulfillment processes and simplifying customer activation. Proactive support is essential, anticipating common post-purchase issues and providing multiple support channels to enhance satisfaction. Collecting feedback and addressing concerns promptly demonstrates value for customer input, while personalized follow-ups can strengthen relationships. Assessing delivery performance and customer support quality is vital for understanding customer expectations. Identifying repeat purchase drivers and monitoring churn risks helps mitigate potential losses, positioning the Post-Purchase Experience as a strategic area for enhancing customer trust and loyalty.
Key activities to enhance brand visibility focus on analyzing marketing channel effectiveness, including social media, email, and traditional media. This involves determining cost-effectiveness metrics, mapping customer touchpoints, and creating dashboards for key performance indicators like reach and conversions. A/B testing evaluates campaign variations for higher engagement.
Additionally, a messaging audit assesses consistency and clarity across platforms, identifying discrepancies through internal interviews and ensuring adherence to brand guidelines. Developing a repository of best practices and gathering audience feedback helps address customer pain points.
Finally, assessing market penetration includes analyzing audience demographics to identify underserved segments and mapping market penetration data for growth opportunities. Surveys and collaboration with sales teams provide insights on brand awareness across regions. These activities create a comprehensive framework for improving marketing strategies and aligning messaging with target audiences.
This slide outlines the significance of the customer journey, encompassing all interactions a customer has with a brand. Recognizing pain points and friction allows organizations to target improvements, enhancing customer satisfaction and loyalty. Aligning marketing, sales, and customer support ensures consistent messaging and service delivery, creating a unified customer experience. Gaining insights into customer behaviors, needs, and preferences at different journey stages drives informed decision-making and enables tailored strategies. Segmenting customers based on their journey stage enhances personalization and engagement. Optimizing the customer journey builds lasting relationships and drives higher lifetime value. A Customer Journey Assessment identifies gaps and opportunities for enhancement, prioritizing changes that significantly impact customer satisfaction, retention, and revenue.
Source: Best Practices in Customer Journey PowerPoint Slides: Customer Journey Assessment & Checklist PowerPoint (PPTX) Presentation Slide Deck, LearnPPT Consulting
This framework is created by former McKinsey, BCG, Deloitte, EY, and Capgemini consultants. It provides an evaluation of over 200+ activities & items across 8 phases of the Customer Journey.
We are a team of management consultants trained by top tier global consulting firms (including McKinsey, BCG, Deloitte, EY, Capgemini) with a collective experience of several decades. We specialize in business frameworks based on real-life consulting engagements.
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