What the customer journey phases include:
identifying the problem
information research
valuation of options
inquiry to the providers
purchase of the product or service
An example of a customer journey and the different customer journey phases
An amateur photographer reads about a new super-sharp lens in a forum. He reads about the product's key data in a trade magazine and researches further online. In the process, he discovers other lenses with similar key data. He makes a list of his favorites and then wants to hear the opinions of real users. To do this, he reads various reviews on an industry-specific review portal. The experiences inspire him to buy a particular lens, so he orders the lens from his trusted online shop after comparing prices.
Companies can map the customer journey phases. Customer journey mapping is a technique for mapping the different phases a customer goes through to purchase a product or service. The map visually represents a buyer's interaction with a company at different touchpoints.
The Customer Journey Phases
Companies can actively influence the outcome of the decision with successful review management, especially in the phases of information research and evaluation of options. However, reviews are crucial from the beginning to the end of the customer journey.
In the rest of the article, we will look at how important reviews are, what an online uk telegram data review must look like to be trustworthy and what influence reviews have on the customer journey.
How important online reviews are for the purchase decision
63% of Germans always (20%) or often (43%) read online reviews before buying a product or service. The pandemic has not only increased the number of online purchases : since the crisis, more consumers have also been reading online reviews before making a purchase. In our study, 24% said that they now read more reviews than before the pandemic.
Online reviews are the most trusted source of information before making a purchase decision. The consumers surveyed trust online reviews even more than personal recommendations from friends or family or expert tests. The reputation of the brand and content from the company itself are only rated as the most trustworthy by a few (8% and 5%). This shows how important it is for companies to set up a well-thought-out review management system and actively collect reviews.
Online reviews are the most trusted
The big problem of fake reviews
The big disadvantage of online reviews is that so-called fake reviews are becoming more and more common. 59% of the participants in our study think that half of the reviews or more are fake.