AWARE
Customer behaviour
- Customers are passively exposed to a long list of brands from experience, marketing communications, and advocacy of others.
Possible customer touchpoints
- Learn about a brand from others
- Inadvertently exposed to brand advertising
- Recall experience
Key customer impression
- I know
APPEAL
Customer behaviour
- Customers process the messages they are exposed to, creating short-term or amplifying long-term memory and becoming attracted only to a short list of brands.
Possible customer touchpoints
- Become attracted to a brand
- Create a consideration set of brands
Key customer impression
- I like
ASK
Customer behaviour
- Prompted by curiosity, customers actively research for more information from friends and family from the media and directly from the brands.
Possible customer touchpoints
- Call friends for advice
- Search for product reviews online
- Contact call centre
- Compare prices
- Try out the product at stores
Key customer impression
- I’m Convinced
ACT
Customer behaviour
- Reinforced by more information, customers decided to buy a particular brand and interact deeper through purchase usage and service processes.
Possible customer touchpoints
- 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 behaviour
- Over time, customers may develop a strong sense of loyalty to the brand, which is reflected in retention, repurchase, and advocacy to others.
Possible customer touchpoints
- Keep using the brand
- Repurchase the brand
- Recommend the brands to others
Key customer impression
- I recommend
