Customer Journey Model : Evaluation of Customer Journey

RUNNIG HEAD: CUSTOMER JOURNEY MODEL
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Evaluation of
Customer Journey
STUDENT’S DETAILS-
2020

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.

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.