07THEOF THE CUSTOMER JOURNEY FRAMEWORK

Understanding the steps customertake when buying a product so youcan create marketing content thathelps them through this process.

STAGES

What Is the Customer Journey Framework?

It's the stages customers go through, intheir mind when they consider buying yourproducts and services.Understanding this framework means youcan create dynamic pieces of marketingmaterial to help your customers completeeach stage. It will help you guide your marketing teamto develop content and campaigns that willlead to more sales.

Novosbed, a premier memory foam mattressbrand, is a prime example of a companyusing the customer journey framework.

And we'll show you why....

The Journey Overview

AWARENESS INFORMATIONINQUIRY

CONSIDERATION

PURCHASE

ENJOYMENT ADVOCACY

AWARENESS

The customer's journey starts whenthey become aware of yourproduct, brand, or category.

How do you help customers noticeyou? Try advertising, hostingevents, creating exceptionalcontent and giving product trials.

01

Novosbed offers risk-free trials on all their mattresses for 120nights. How can you get your customer's attention and make the

purchase decision easier?

INFORMATIONThe second stage is where information is made available about abrand, a product or a service. This information helps create thedesire to know more. It also creates awareness in the consumer'smind. Providing the right information at the right time, helps themalong their journey.

02

How can you make it easy for customers to learn more about yourcompany and the products you sell?

INQUIRYAn inquiry is a two-way process initiated by thecustomer. The need-to-know is transformedinto a quest for facts and reason.

03Consumers have most likely made uptheir mind to buy and just need thefacts and figures to support theirdecision. Make sure it's available tomake it easy for customers to justifytheir purchase.

Novosbed provides insightful blog posts to help their customers makeinformed decisions when it comes to buying a new mattress. Can you

provide similar information on your website?

CONSIDERATION

Now your customer is actively consideringpurchasing your product and iscomparing/contrasting to alternatives. Make iteasy for them to accomplish this step.

By making this step painless, it creates good willwhich translate into loyalty and flexibility on howmuch your customer is willing to spend.

04

COMPARE AND CONTRAST

NovosBed helpscustomers compare andcontrast between theirmattresses.

They help theircustomers and theircustomer's brain,further support theirdecision to buy.

NovosBed also helpscustomers compare andcontrast between theirmattresses AND theircompetitors.

It's hard to say no whenthey've done all the workfor you. When you providecustomers withinformation, it createstrust and loyalty.

COMPARE AND CONTRAST

PURCHASEThis is where the first interaction happensbetween the customer and your business. It'salso the most difficult. Parting with money isa painful process in the customer's mind.

05

Make it less painful by making the purchasea simple process. Also, reassure yourcustomer that they are making an excellentdecision by reminding them of the benefitsthey will receive.

ENJOYMENTThis is the point when the customer actually interactswith the product.

06

Effective advertising needs to stimulate desire forconsumption and the immediate enjoyment postpurchase. Also, consider your package design as thistoo, is part of the consumption experience.

ADVOCACY

Unleashing the power of socialnetworks and advocacy, in yourcommunity, is critical. Make this themost interactive step in the customerjourney.

07

Use social media to help interact with clients and monitorfeedback.

Spend time nurturing these 7 stages of thecustomer journey framework. Work with yourmaketing team to develope material for eachstep.

As a result, you'll create stronger ties betweenyou and your customers leading to a dramaticincrease in sales.

RESOURCES

The Buying Brain: Secrets for Selling to the SubconsciousMind - by A. K. Pradeep

NovosBed - The online mattress company

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