![]() ![]() What are the five steps of Customer Journey Design In fact as Minco Gold is a multinational company in Gold & Silver industry with diverse products and services offering – it can use all the four above archetypes for different products and services. It all boils down to the type of the product and services of the company. All four types of customer journeys can help organizations to achieve long-term success in the marketplace. None of the archetypes explained above are superior to one or another. Customers like both the accessibility of Netflix and surprise recommendations of its algorithm. Some of the leading examples of this are – streaming services, shuffle option in the music player, sports media and video games. ![]() In various products and services customers look for an effortless experience but unpredictable results. Some of the example of Odyssey products archetype are – Pokemon game, websites building services, HIIT workouts etc. These products fulfill the needs such as enthusiasm, determination, and sense of purpose. The odyssey products are challenging, thrilling, and unpredictable. Odyssey – requires efforts and are unpredictable Similarly drive-in allows users to get the same products without going in the restaurant. For example online banking app can make banking effortless and provides predictable experience. The task of marketers is to streamline the user experience and ensure consistency across each touch point. Customer wants the predictable outcomes because often personal goals require a stage wise progression. The customer journey requires both commitment and effort on the part of the customer. Products that help the customer to achieve their personal goals often qualify as Trek products. What are the four archetypes of Customer Journey Design Once the product is selected customers don’t have to fill in the address and other details, don’t have to fill financial data to pay, and don’t have to follow up the order as they receive constant notifications based on what stage the delivery process is.īut this constant drive to routinize the customer journey is not suitable for most products as the motivation behind the purchase varies. For example Amazon one click shopping experience. More often than not companies try to routinize the customer journey that is making it more effortless and predictable. How Minco Gold can use Customer Journey Design Principles to better improve its customer journey? For example in Duolingo language courses -stage 2 difficulty level is higher than stage 1, and customer reach stage 2 only when they complete stage 1. Learning products – Learning products require efforts on part of customers, so companies build customer journey where the outcomes are predictable especially in terms of stage wise delivery outcomes. Grocery chains – Retail stores such as Wal-Mart, Target, Amazon, Costco etc have designed their customer journey on predictability and effortless because majority of the products purchased by consumers are regular and routine products.Ĭoffee shops & Starbucks – customer journey in Starbucks is optimized for routine behavior that is the process has to be effortless and predictable.Ĭars – As car purchase decisions require high value decision making, the customer journey is designed for reducing efforts through higher number of dealership and reducing unpredictability of the decision making process by providing extended car drives. Secondly customers need diverse experience to remain motivated. Steaming services – Streaming services thrive on making the process effortless, but customers get bored with predictable journey so the algorithms provide recommendations to surprise the customers and keep them engaged.įitness and HIIT workouts – Customer journey for them are often unpredictable as fitness outcomes are improved through diverse exercises. ![]() McDonalds – In store eating and drive through customer journey is designed for same objectives – to reduce the friction points and provide an effortless and predictable experience. The restaurant goes a long way to provide high quality service in terms of comfort, but it likes to provide unique food experience each time compare to McDonalds. Gastronomic restaurant – High end restaurant customer journey design is built on effortless and unpredictable component. Some of the most prominent examples of customer journey types employed by the leading organizations are. ![]() Different types / examples of customer journey design ![]()
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