1. Customer Journey

In this class, we explore the customer journey, which differs from the user journey. While both are related to how users and customers interact with a product, they focus on different aspects of the customer’s relationship with the product over time.

The Difference Between User Journey and Customer Journey

User Journey: This refers to the specific flow or actions a user takes within a product, often characterized by a funnel. It is task-based, focusing on completing a specific action, such as requesting a ride in an app like Uber. The user journey is typically shorter and aims for the successful completion of a task (e.g., getting to a destination).
Customer Journey: This refers to the broader relationship a customer has with a product or service over time. It focuses on the overall value and long-term engagement with the product, not just completing individual tasks. It considers the customer’s maturity and level of engagement, evolving through different stages.

Customer Journey Example

Using Uber as an example:

Initial Engagement: A user signs up, creates an account, and completes their first ride.
Frequent Usage: The user becomes a frequent rider, using Uber regularly.
High Engagement: The user subscribes to Uber Pass, indicating they are a "heavy user" and highly engaged.

Each of these stages represents increasing levels of engagement and maturity in the relationship between the customer and Uber. The customer journey is more about this long-term relationship and how the product continues to provide value over time.

Stages of the Customer Journey

Customers go through different stages of maturity and engagement with a product. Each stage requires different strategies to maintain and enhance the customer experience:

First Usage: Initial exposure and basic interaction with the product.
Frequent Usage: Increased interaction and deeper engagement.
Advanced Engagement: Moving toward using premium features or subscription services.

For example, in a corporate environment where an intranet portal is used, the customer journey might start with the HR department adopting the platform and gradually expand to other departments (e.g., procurement, operations) until the platform becomes integral to the company’s daily operations.

A Practical Example: Glow App

Glow is a great example of a company that manages the customer journey effectively:

Glow App: Users track their fertility cycles while trying to conceive. Once they succeed, they transition to the next stage.
Glow Mother: After becoming pregnant, users can track the pregnancy, with features tailored to the baby’s development and pregnancy milestones.
Glow Baby: After birth, users track vaccinations, doctor visits, and other milestones during the baby’s first years.

Each app caters to a different stage of the customer’s life, providing value at each point and ensuring continuous engagement through the customer journey. Glow’s approach celebrates the user’s success and smoothly transitions them to the next stage with a new product tailored to their needs.

Key Takeaways of the Customer Journey

Increased Engagement Often Equals Increased Revenue: As customers engage more deeply with your product, it often results in increased revenue or lifetime value.
Clarity on Customer Maturity Stages: Understanding where a customer is in their journey helps you design strategies to move them to the next stage of engagement, providing greater value.
Not All Customers Need the Next Stage: Some customers will be satisfied with basic engagement, and not all will become heavy users. It’s important to target those who can benefit from higher levels of engagement without pushing everyone in that direction.

The customer journey helps companies maintain a long-term relationship with their users, guiding them through different levels of product maturity and engagement, offering deeper value as they progress. The key is to identify where a customer is in the journey and provide appropriate experiences and features for each stage.