Customer Journey Model : Evaluation of Customer Journey

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RUNNIG HEAD: CUSTOMER JOURNEY MODEL 0
2020
Evaluation of Customer Journey
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CUSTOMER JOURNEY MODEL 1
Introduction
Customer journey is regarded the evaluation of customer’s actions and behaviors which can
affect their buying decisions. This also seeks to determine the customer touchpoints when the
customer makes the interaction with the brand (Siddiqua, 2017). Moreover, the model of
customer journey can be seen from the phases which shows the different experiences of the
customers while making the purchase. This model can be extensively be seen in the e-commerce
websites wherein the customer journey is understood when the customer visits the website and
shows the interests which are regarded as the customer touchpoints (Edelman & Singer, 2015).
Here, the report is made on the customer journey of Walmart and Etsy.com which are the
popular e-commerce websites of the world. The report has shown the application of customer
journey model in online retailing for the understanding of customer experiences by making
comparison of two websites and finally gave the recommendations for improving the website for
enhancing customer experiences.
Customer Journey Model
Application of customer journey model is necessary for the evaluation of several kinds of
experiences and the perceptions of the customers while reviewing the product. Similarly,
customer journey model can be applicable to the customers visiting the e-commerce websites for
making the purchase. Generally, while accessing the website customers are impacted by the
website features and the services provided by the brand which are helpful in the identification of
customer touchpoints (Marquez, et al., 2015). The model contains the five stages which are the
basis of customer touchpoints as the stages determine the customer’s journey while visiting the
website. The following are the five stages of model along with making comparison of the
website features of Walmart and Etsy.com.
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CUSTOMER JOURNEY MODEL 2
Source: (Orendorif, 2018)
Stage 1: Awareness
This stage is concerned with building up of awareness of the brand through the use of the
promotional methods in order to reach the customers. This stage is related with the creation of
brand awareness which can attract the large number of customers (Rosenbaum, et al., 2017).
Moreover, in the case of e-commerce website, ‘site landing’ can be the first point of interaction
which is related with the use of the SEO tools and use of attractive keywords and making the
homepage compelling. Through comparing and contrasting the website features of two websites,
it can be noted that Etsy.com has made use of the custom landing page which is unique and also
made use of SEO strategy by which customers can easily find out the brand (Morgan Neild,
2016). Besides, Walmart has also adopted the promotional methods for making an increased
awareness of the brand and reach to a larger audience.
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CUSTOMER JOURNEY MODEL 3
Stage 2: Consideration
Consideration is the stage where the customers make the actual purchase of the products and the
brand tends to create an impression on the customers through checking the availability and
maintaining the reviews of the products. For, ecommerce, the brand uses the website features of
advanced filters and sorting of the orders which can add to the shopping experiences of the
customers and the stage is regarded as ‘product discovery’. Walmart has applied the strategy for
product discovery through the use of input size filters and have added the products which are
popular in the filtering categories helping customers to discover their desired product (Holst,
2015). On comparing these features with Etsy.com, the brand has used countless product
categories and have the option of sorting and ordering for enhancing website experience.
Source: (Holst, 2015)

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CUSTOMER JOURNEY MODEL 4
Stage 3: Conversion
Third phase in the customer journey model is related with the taking care of needs of the
customers and making the purchasing process easier for them. This stage in online retailing
environment is associated with the use of the product presentation and management of shopping
cart and the process of checkout which can make the customers engaged and also persuade them
to make the purchase (Yachin, 2018). The customers make the purchase of the products to be
influenced by these features. On making comparison of website features of both of the websites,
it can be said that Etsy.com has made use of quality product images and also the brand has
introduced the guests checkout option for the customers to make the purchase of the products by
simply adding to the cart and making the payments without creating account (Combs, 2017).
Comparatively, Walmart has made the product presentation effective and also have cart
management facilities for enhancing the shopping experiences of the customers.
Stage 4: Retention
This stage has the major goal of retaining the customers through gaining of the trusts and
building loyalty with the brand. For website, this is the crucial stage wherein the brand can make
use of the techniques for gaining the trusts. The websites that provide the customer service can
attain the customer touchpoints. Moreover, by comparing and contrasting the website features, it
has been found out that Walmart has provided the high quality services to the customers and
catered the queries relating to purchase, returns, cancelling and tracking of order (GetHuman,
2020). Besides, Etsy.com has also mad use of the customer services for making the customers
engaged and which can certainly persuade then to buy again.
Stage 5: Advocacy
The last in customer journey model is related with the building up of continuous relationships
with the customers which can be possible through the loyalty programs and referrals for the
special customers. This stage in online retailing environment is regarded as ‘post purchase’
which can build up a loyal customer base. On comparing the website features, it is being
observed that Etsy.com has used the loyalty or reward program which can avail the discount for
their special customers through the use of gift cards and money back guarantee policy
(etsy.knoji, 2020). Moreover, Walmart has made use of the customer engagement technique
which are the effective features of the website.
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CUSTOMER JOURNEY MODEL 5
Suggestions for making Website Improvement
There are various suggestions which can be given to the websites for making specific
improvements in the features of the website. Both the brands Walmart and Etsy.com must make
use of the promotional and marketing techniques for making the website improvements in which
the brands make effort to be in the top search results to gain the attention of the customers
towards their particular brand (Martin, et al., 2015). Also, websites must make use of the
homepage and the compelling landing page which can create the first impression good.
Moreover, both of the websites should provide excellent support services and making the website
access easier that can grab the attention of customers and also which can make the customers
satisfied with the help and support provided by them. Further, the use of the fascinating design of
the website can surely enhance the customer service and often make the customers satisfied
(Parise, et al., 2016).
Furthermore, the website can be improved through the use of attractive presentation of the
products through the use of the quality images and also use of the filtering options which can
make use of the diverse product categories. Both of the websites can make improvements in the
cart management facilities and also, they can make use of the customized products so that the
customers can look for their sizes, colors and options (Harrison, 2016). Besides, both of the
websites can use the strategies for retaining the customers and also making use of the appropriate
channel for making the communication with the customers and building a loyal customer base
(Zorfas & Leemon, 2016). Moreover, the websites can make the appropriate SEO strategy for
improving the search results and also making use of the tools which can be helpful for the brands
to know about the customer touchpoints in online retailing environment.
Conclusion
In the end, it can be said that customer journey is related with the evaluation of customer
touchpoints and also making the evaluation of the customer’s perceptions while visiting the
website. The website features can be the customer touchpoints which can compel the customers
to make the purchase. The report is based on the customer journey of Walmart and Etsy.com
which are the ecommerce retailing brands. The customer journey is examined through comparing
and contrasting the features of these two websites through the application of customer journey
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CUSTOMER JOURNEY MODEL 6
model. The report has highlighted the recommendations for improving the website experience of
the customers through making specific improvements and also making approaches for building
relationships with the customers.

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CUSTOMER JOURNEY MODEL 7
References
Combs, T., 2017. Introducing Guest Checkout and Buy It Now for Everyone. [Online]
Available at: https://www.etsy.com/seller-handbook/article/introducing-guest-checkout-and-buy-
it/130423997197
[Accessed 30 March 2020].
Edelman, D. & Singer, M., 2015. Competing on customer journeys. Harvard Business Review,
93(11), pp. 88-100`.
etsy.knoji, 2020. Does Etsy offer a loyalty or rewards program?. [Online]
Available at: https://etsy.knoji.com/questions/etsy-loyalty-programs/
[Accessed 30 March 2020].
GetHuman, 2020. WalMart.com Customer Service. [Online]
Available at: https://gethuman.com/customer-service/WalMart-com
[Accessed 30 March 2020].
Harrison, K., 2016. 7 Quick Improvements Your E-Commerce Site Needs Now. [Online]
Available at: https://www.forbes.com/sites/kateharrison/2016/08/24/7-quick-improvements-
your-e-commerce-site-needs-now/#4a4fcaf11642
[Accessed 27 March 2020].
Holst, C., 2015. The Current State Of E-Commerce Filtering. [Online]
Available at: https://www.smashingmagazine.com/2015/04/the-current-state-of-e-commerce-
filtering/
[Accessed 30 March 2020].
Marquez, J., Marquez, A. & Clement, R., 2015. Walking a mile in the user's shoes: Customer
journey mapping as a method to understanding the user experience. Internet Reference Services
Quarterly, 20(3-4), pp. 135-150.
Martin, J., Mortimer, G. & Andrews, L., 2015. Re-examining online customer experience to
include purchase frequency and perceived risk. Journal of retailing and consumer services,
Volume 25, pp. 81-95.
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CUSTOMER JOURNEY MODEL 8
Morgan Neild, 2016. 10 Etsy SEO hacks to skyrocket your sales. [Online]
Available at: http://www.morgannield.com/blog/2016/10/22/10-etsy-seo-hacks-to-skyrocket-
your-sales
[Accessed 30 March 2020].
Orendorif, A., 2018. How to Map a Customer Journey in Ecommerce: The Data Behind
Consumer Psychology and Experience. [Online]
Available at: https://www.shopify.com/enterprise/customer-journey-map-ecommerce
[Accessed 30 March 2020].
Parise, S., Guinan, P. & Kafka, R., 2016. Solving the crisis of immediacy: How digital
technology can transform the customer experience. Business Horizons, 59(4), pp. 411-420.
Rosenbaum, M., Otalora, M. & Ramírez, G., 2017. How to create a realistic customer journey
map. Business Horizons, 60(1), pp. 143-150.
Siddiqua, M., 2017. Typical Stages of a Consumer Journey in e-Commerce. [Online]
Available at: https://www.arpatech.com/blog/typical-stages-consumer-journey-e-commerce/
[Accessed 27 March 2020].
Yachin, J., 2018. The ‘customer journey’: Learning from customers in tourism experience
encounters. Tourism management perspectives, Volume 28, pp. 201-210.
Zorfas, A. & Leemon, D., 2016. An emotional connection matters more than customer
satisfaction.. Harvard Business, Volume 29, p. 2016.
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