Customer Journey Case Study 2022

RUNNING HEAD: CUSTOMER JOURNEY 0
CUSTOMER JOURNEY
Student’s Details-
MARCH 27, 2020

CUSTOMER JOURNEY 1
Contents
Introduction......................................................................................................................................2
Customer Journey Model.................................................................................................................2
Customer Journey in Online Retailing Environment.......................................................................2
Site Landing.................................................................................................................................3
Product Discovery........................................................................................................................3
Product Presentation....................................................................................................................3
Cart Management.........................................................................................................................3
Checkout......................................................................................................................................4
Recommendations for Improving Websites....................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

CUSTOMER JOURNEY 2
Introduction
Customer journey is regarded as the understanding of the behavior and the actions of the
customer while making the purchase. Similarly, customers go through the process of online
retailing wherein the customers view the product and makes the buying decision which enhances
shopping experiences (Klein, et al., 2020). Here, the report is based on the customer journey of
two online retailing websites which are chosen to be Wiggle and Etsy.com which are the
business-to-consumer websites. The report is prepared through the application of the customer
journey model and the evaluation of customer touchpoints in the online retailing environment.
Also, the improvements in the website of both of the retailing businesses are also being given.
Customer Journey Model
Customer Journey Model states the five main phases which the customer goes through while
making the buying decision. This can certainly be seen in the case of the e-commerce websites in
which customers places the order by getting convinced by the features of the website. First phase
under the model is awareness wherein the companies make the awareness of the brand through
the use of the social media and advertising campaigns (Lemon & Verhoef, 2016). The second
phase is consideration which is concerned with the creation of better impression in front of the
customers by the adding up of the attractive filters and making sure the product availability for
meeting the customer demands. Third phase under the customer journey is conversion wherein
actual purchase is made in which the process system and the customer service are carefully
checked for creating good shopping experience for the customers (Edelman & Singer, 2015).
Fourth phase tends to focus on the retention in which business focus on building a loyal customer
base through the quality of customer service. Final stage in the customer journey is the advocacy
which is associated with the development of long-lasting relationships with the regular customers
(Michael, 2020). All of the five phases can be seen in the online retailing environment as well
which decides the touchpoints of the customer through the website feature.
Customer Journey in Online Retailing Environment
When the customer visits the website, there are sequences of experiences faced by the customer
which influences the purchase decision. In online retailing environment, customer touchpoints