![]() ![]() The consumer knows what they want, and they can get there (usually) without issue. Routine journeys are also the most common for the exact reasons listed above. The key with these on the organisation and production end, is that the journey is streamlined and smooth at all touchpoints. With these, the consumer knows what their end goal is – finding a product in whatever sense – and it is simple to get there. There’s many examples in this, including: Routine (predictable and effortless)įor these customer journeys, the consumer can put in less effort for a predicted outcome. ![]() Adobe Creative Cloud is a clear example of this. As well as fitness, these forms are also seen in creative fields. Despite the data aiding the customer journey, the debate of customer data and the transparency of it is always open.Īn odyssey customer journey is typically seen for professional and personal developments. ![]() Yet, the end goal is different for every consumer, and often undefined. Although useful here, we always need to consider the question of ethics and brands using customer data for the best results and research. Working out with these programmes requires journey tracking, in the sense that the consumer closely and strictly tracks what they’re doing. On the production end, these forms of customer journeys and experiences require a lot of effort to produce the results and information you need. For instance, workout-tracking and coach-driven apps like CrossFit and My Fitness Pal. These types of journeys that take a lot of effort to work on, yet produce unpredictable results, are exampled in the fitness industry. Odyssey (unpredictable and effortful)Īn odyssey is seen as an extraordinary form of customer journey. Varied content is crucial for these forms. While the algorithm could work in your favour and sway your target audience over to you, joyrides are fun because the results and points in the journey are unexpected. Joyride journeys are becoming appealing in the sense of they derive fun and enjoyment, yet require minimal effort. These journeys are unpredictable in their truest form. But even then, there is not a guarantee that your ideal consumer will get this on their account. The closest you can get is with sponsored videos highlighting on a customer’s ‘for you’ page. Due to the mechanisms of these platforms, it’s near impossible for external organisations to control a customer journey on TikTok. In particular for this is TikTok and Instagram Reels.Įssentially, these journeys can’t be as easily planned or structured as others. Joyride (unpredictable and effortless)Ī very current and trending example of a joyride customer journey – one that is unpredictable and effortless – is in short-form social media content. As you can see, each quarter is defined, by Gopaldas and Siebert, as one word relating to the journey. Let’s explore each of the quarters of this matrix, with examples of each in relation to customer journeys. Figuring out each section of the customer journey matrix is made easier when you set them into real-life examples. Luckily, these frameworks are fairly straightforward and mean pretty much exactly what they say on the tin. With this, you can map out what types of journeys you want to create. Learning how to read this and understand it is a great tool to have in your back pocket to engage your customers. Within this matrix, you can work out how each of the quarters work together and overlap for the case of customer journeys. ![]()
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