What is Customer Journey?

The customer journey is the complete end to end experience a customer has with your business and includes all interactions and channels, known as touch points. The wedding industry customer journey can span multiple years and includes a combination of both digital and physical touch points. 

The customer journey lifecycle

During a customer journey lifecycle, the customer goes from awareness to loyalty and during my customer journey mapping sessions I help you to analyse this journey and match your communication strategies to your target audiences expectations at each stage of the journey.

The customer journey lifecycle has five stages

Stage 1: Awareness

The awareness stage of the customer journey is when potential clients identify their need and become aware of your brand and offering through a range of channels such as social media, print advertising, editorial coverage.

Stage 2: Consideration

Customers move to the consideration stage of the customer journey when they have some initial information and are looking for further details with a view to make a purchase. Touchpoints within this stage include reviews, venue showrounds, consultations, website, portfolio, direct email.

Stage 3: Conversion

During conversion touchpoints include your booking process, outlining of next steps and setting expectations, invoicing systems and client portals.

Stage 4: Experience

Within the wedding industry the experience stage of the customer journey is the longest and can often span twelve or more months. It may help to break the experience stage up into a few smaller phases such as before the wedding, set up, wedding day. The wedding day can also be further split into the couple, their key stakeholders, their guests, and suppliers to cover all interactions related to the booking.

Stage 5: Advocacy

Advocacy is the final stage of the customer journey is once their wedding is over, or your part in their day is complete. It’s the lasting impression of your brand and how likely they are to recommend you or re-purchase if applicable. There is sometimes a misconception that as an industry we don’t get repeat business, but I believe there is repeat business available, whether it’s booking the same caterer to cater family events, anniversary flowers or booking the venue for a milestone birthday. Some of the strongest long-term relationships with families we have built at Hall & Co are because of a successful wedding experience which then leads to milestone birthdays, family reunions and celebrations.

Click here to find out more about my customer journey mapping service.