Figure 3.3 shows an example of the cycle of a typical customer journey making a purchase. There are eight stages in this one, from ‘Need something’ through to ‘Need something more’. Different customer journeys will have different numbers of stages. It is shown in a circular format to encircle the four rings. What each ring represents is explained in Figure 3.4. The objective for loyalty building is to work towards the centre ring.
As you will see, the ‘Make enquiries’ stage has been divided into four smaller sections which I call the elements of a stage. These elements ...
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