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Open customer journeys on the other hand, are a more in depth look at specific customer segments actual journey pre and post purchase.
With an open customer journey, I want to emphasise the actual process (outside your company context) that your customer goes through before buying a product or service that you sell. This can and should include before and after a purchase. This process is usually mapped out by a user experience designer after both research, interviews and other insight work is performed to really understand what the customers go through. Before deciding to purchase a specific product or service and to help you stand out by catering for their needs at every touchpoint with your brand.
To better illustrate this, I’ve created one very basic customer journey for an airline company in this image above. Each target group of customers will have a slightly different customer journey of course. In this case, a leisure travel customer and a business travel customer will have two similar but different journeys.
In the image above, There are “six main events” for the customer in the big circles, which will take most of the customers time. Then we have the purple lines which indicate other important check-points. This is the customers context and what I mean with an open customer journey.
There are plenty of opportunities here, post-purchase, to design a better experience with an airline company. That, however, is it’s very own article.
Photo by UX Indonesia on Unsplash
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