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