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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
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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
the customer experience lifecycle of a social brand
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
Brand
advocacy
Brand
advocacy Brand
Feedback
Reactive customer
service
