The customer journey for eCommerce explained

In our blog "eCommerce: more than just facilitating online purchases" we wrote that a successful eCommerce implementation starts with insight into the customer journey. In this blog we will go into this in more detail and zoom in on the specific phases of the customer journey.

Customer journey

The customer journey is roughly the journey that a customer takes when he or she buys a product. This starts with the orientation but also continues until (far) after the purchase. We use a total of five stages to map out the customer journey.

By asking the right questions and obtaining answers at every stage of the customer journey, you quickly have a good idea of the current and desired role of eCommerce within the customer relationship.

Stage 1: Awareness

In the first stage, someone orientates himself. Your potential customer is aware that she has a need or problem and is actively looking for possibilities or answers that can solve her problem or need. Consider this stage of the customer journey as a potential customer's first impression of your organization.

Questions

1. When and with what need / problem does a customer first come into contact with your organization?
   
2. What information is the customer looking for (product or company information)?
3. Where / how can the customer find this information?
4. What role does eCommerce currently play in this stage?
5. What is the desired role of eCommerce in this stage?
   
   

Stage 2: Consideration

The potential customer has conducted her initial research and is weighing up a number of providers. However, she is still looking for more information to make a good choice.

This is the stage in which she compares the product(s) or service(s) of your organization with other solutions on the market. Here she makes price comparisons, reads customer reviews, looks at competitors and learns about the details of your product(s) or service(s) to see if it matches what she's looking for. For example, clearly show your USPs and that you have the right knowledge with blog articles in which you help the potential customer.

Questions

1. What information does the customer need to make a choice between the companies that meet her needs (product or company information)?
   
2. Where / how can she find this information?
3. What role does eCommerce play in this stage?
4. What is the desired role of eCommerce in this stage?
   
   

Stage 3: Acquisition

In this stage, a potential customer has made the choice to buy the product. The shopping experience is central in this stage. Offer your customers a flawless experience when making a purchase, taking into account the speed and ease of ordering on different devices.

Questions

1. Why does the potential customer ultimately choose to order from you?
   
2. What role does eCommerce play in this stage?
3. What is the desired role of eCommerce in this stage?
   
   

Stage 4: Service

After the purchase, we enter the service stage. Important contact points in this stage are informing the customer about the order status, delivery and after sales. Services such as an overview of orders (history), delivery notes, invoices and returns are also important features in this stage.

Questions

1. What are the most common customer service questions after placing an order?
   
2. Through which channels can the customer ask questions?
3. What order-related information do you share with the customer after placing an order?
4. In which way / channels do you share this information?
5. What role does eCommerce play in this stage?
6. What is the desired role of eCommerce in this stage?
   
   

Stage 5: Loyalty

The important question in this stage is: how do you ensure that the customer returns for new purchases after the purchase? The loyalty stage therefore focuses on creating loyal customers through, among other things, the use of marketing automation.

Questions

1. After placing her first order, does a customer often return to place new orders?
   
2. Does this concern new purchases or (largely) repeat purchases?
3. How do you try to bind the customer to you?
4. What role does eCommerce play in this stage?
5. What is the desired role of eCommerce in this stage?

The CloudSuite e-commerce platform can support you in every stage of the customer journey. Do you need help deploying an e-commerce platform? Then contact us!