A standard customer experience lifecycle includes the following stages:
* Realisation - Recognition of a problem or need
* Awareness - Connection between need & product
* Evaluation - Consideration of product
* Transaction - Money is exchanged
* Consumption - Product is used
* Service - Post-purchase support
When using social media marketing we can add another layer which relates to social influence:
* Influence awareness of need
* Influence connection to product
* Influence awareness of benefits
* Influence perceived value of transaction
* Connect sharing of product experience
* Connect sharing of service experience
* Build ongoing relationship
Value Proposition canvas- Customer needs and pains
Customer Experience Lifecycle of social brands
1. the customer experience lifecycle of a social brand
Influence
Build ongoing
awareness of
relationship
Brand need
advocacy
Realisation
• Recognition of
a problem or
need
Reactive customer
service Service Awareness
• Connection
Connect • Post-purchase
between need &
support
product Influence
sharing of
connection to
service
product
experience
Brand Consumption Evaluation
advocacy • Consideration of
• Product is used
product Brand
Feedback
Connect
Influence
sharing of Transaction
awareness of
product • Money is
exchanged benefits
experience
Influence
percieved value
of transaction