Customer path throughout the five A’s

AWARE

Customer behavior

  • Customers are passively exposed to a long list of brands from past experience, marketing communications, and/or advocacy of others.

Possible customer touch points

  • Learn about a brand fro others
  • Inadvertently exposed to brand advertising
  • Recall past experience

Key customer impression

  • I know

APPEAL

Customer behavior

  • Customers process the messages they are exposed to creating short term memory or amplifying long term memory and become attracted only to a short list of brands.

Possible customer touch points

  • Become attracted to a brand
  • Create a consideration set of brands

Key customer impression

  • I like

ASK

Customer behavior

  • Prompted by their curiosity, customers actively research for more information from friends and family fro the media and directly from the brands.

Possible customer touch points

  • Call friends for advice
  • Search for product review online
  • Contact call center
  • Compare prices
  • Try out product at stores

Key customer impression

  • I’m Convinced

ACT

Customer behavior

  • Reinforced by more information, customers decided to buy a particular brand and interact deeper through purchase usage and/or service processes.

Possible customer touch points

  • Buy in store or Online
  • Use the product for the first time
  • Complain about the problem
  • Get services

Key customer impression

  • I’m Buying

ADVOCATE

Customer behavior

  • Over time, customers may develop the sense of strong loyalty to the brand, which is reflected in retention, repurchase, and ultimately advocacy to others.

Possible customer touch points

  • Keep using the brand
  • Repurchase the brand
  • Recommend the brands to others

Key customer impression

  • I recommend


Leave a Reply