STAGE EXPLORING CONSIDERING DECIDING CONSUMING LOYALTY
CUSTOMER Activities How do users first hear of your brand/product? How does it fit into the context of their lives and problem? How do users learn more about your solution and others? What actions do users take when they decide on your product? How do customers use your product? What happens if new problems appear? How do users loyal to your brand/product act?
Goals What are users trying to accomplish? What are users trying to accomplish? What are users trying to accomplish? What are users trying to accomplish? What are users trying to accomplish?
Emotions How do users feel in this stage? How do users feel in this stage? How do users feel in this stage? How do users feel in this stage? How do users feel in this stage?
Touchpoints How do users interact with your brand? How do users interact with your brand? How do users interact with your brand? How do users interact with your brand? How do users interact with your brand?
BRAND Activities How does your brand make itself known to its target audience? Is it hard or easy to find information about your product? What does your company do to publicize its solution? How does your company persuade users to convert into customers? How does your company make it easy to consume your product? What support does it offer customers? How does your company build stronger customer-brand relationships?
Goals What is your company's main objective? What is your company's main objective? What is your company's main objective? What is your company's main objective? What is your company's main objective?
KPIs What metrics are most important in this stage? What metrics are most important in this stage? What metrics are most important in this stage? What metrics are most important in this stage? What metrics are most important in this stage?
Owner Who or what department is responsible for these activities? Who or what department is responsible for these activities? Who or what department is responsible for these activities? Who or what department is responsible for these activities? Who or what department is responsible for these activities?

Examples

STAGE EXPLORING CONSIDERING DECIDING CONSUMING LOYALTY
CUSTOMER Activities Hear from friends about product options. See ads on Facebook and Instagram.Read from blogs. Look up product reviews and comparisons. Visit websites and compare product offerings.Sign up for free trials. Add products to shopping cart.Make an order. Receive or pick up order.Follow tutorials and guides.Contact customer service. Renew subscription.Share experience with others.
Goals Learn more about their problem. Find the best product solution for solving problem. Sign up for a plan.Make an order. Use product to solve problem.Get help if problems appear. Repeat good customer experience.Share feelings / give feedback.
Emotions Curiosity Interest, confusion, excitement Excitement Frustration, confusion, satisfaction if problems are addressed well Satisfaction
Touchpoints Word of mouth, social media, traditional media Word of mouth, website, social media, online store Website, online store, app, email (order confirmation) Phone, email, chat Word of mouth, social media
BRAND Activities Create organic and paid marketing campaigns, e.g., influencer partnerships. Create organic and paid marketing campaigns, e.g., lead magnets, webinars. Use remarketing campaigns. Optimize sales pages and shopping experience.Offer discounts and promotions.Upselling and cross-selling Create quality content for resource center and FAQs.Minimize customer service response time. Create incentivized rewards program.Collect positive customer testimonials and feedback.Turn happy customers into brand advocates.Use negative feedback for product improvements.
Goals Increase awareness and interest. Increase number of website visitors. Increase conversion rate. Deliver product quickly.Increase customer service satisfaction. Increase retention rate and order value/frequency.
KPIs Number of people reached, impressions New website visitors Conversion rate, online sales, shopping cart value Shipping time, average delivery windowCustomer service success rate, waiting time Customer satisfaction, retention rate, product reviews
Owner Marketing Marketing Sales Customer service, operations, product development Marketing, product development