Understanding Your Customer Journey
Understanding your customer’s journey is a key to success. In 1898, E. St Elmo Lewis came up with a model to describe the customer’s journey from the time the customer was attracted to the product or service until the time they purchased it. Mr Lewis was later inducted into the American Hall of Fame posthumously, in 1951. His model is still used today and is often given the acronym AIDA. This stands for: • Awareness – the customer is aware of the existence of a product or service • Interest – actively expressing an interest in a product • Desire – aspiring to a particular [...]