What Are The Different Stages of the Customer Journey?


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In business, the customer journey is the path that a customer traditionally takes from becoming aware of a product or service to becoming a satisfied customer. 

Knowing the customer journey is important because it helps businesses understand what customers want and need. It also helps businesses identify where customers get stuck and how they can improve the customer experience

There are a number of tools and techniques that businesses can use to improve customer journeys, such as Search Engine Optimization (SEO), Customer Relationship Management (CRM), and Conversion Rate Optimisation (CRO). 

By using these tools, businesses can gain insights into how customers interact with their products or services. This information can then be used to improve the overall consumer experience.

Building Trust and a Brand-customer Relationship

This is one of the most important aspects of any business, a strong brand-customer relationship is built on trust. Customers need to trust that a business will provide them with what they need and want. They also need to trust that a business will be honest and not try to take advantage of them.

A business that can build a strong trusting relationship with its customers is more likely to be successful. 

The Customer Onboarding Process 

The customer onboarding process refers to the steps taken to welcome new customers and get them set up to use your product or service. It’s an important part of the customer journey, and it’s a great opportunity to make a good first impression.

There are a few key elements to a successful customer onboarding process:

1. Make it easy to sign up and get started

The sign-up process should be simple and straightforward, and it should be easy to find the information and resources customers need to get started

2. Provide a great first experience

Once a customer has signed up, it’s important to provide a great first experience. This could include a welcome message, a tour of the product, or helpful resources to get started

3. Set up a plan for long-term success

This could include things like regular check-ins, ongoing education, and support resources

4. Get feedback and make improvements

The customer onboarding process is always evolving, and it’s important to get feedback and make improvements along the way. This could include surveying customers, A/B testing different approaches, and making changes based on feedback

Awareness of Customer Needs

Awareness of customer needs is critical to any business, without understanding what customers want and need, it’s difficult to provide products and services that they will be satisfied with. There are a number of ways to gather this information, such as  surveys, and customer feedback forms.

It is important to be proactive in understanding customer needs as they can change over time. What customers want today may not be what they want tomorrow. By constantly keeping tabs on customer needs, businesses can adapt and change to meet those needs.

Customer needs are also often changing due to external factors such as new technology or changes in the marketplace. For example, the needs of customers in the mobile phone market have changed dramatically over the past few years as new features and capabilities have become available. Businesses need to be aware of these changes and adjust their offerings accordingly.

Ultimately, the goal is to provide products and services that customers need and want. By understanding customer needs and being aware of changes, businesses can be in a better position to do just that.

Why is the Customer Journey Important?

By mapping out the customer journey, businesses can identify areas where they can improve the customer experience and make necessary changes to their marketing and sales strategies. Additionally, by understanding the customer journey, businesses can develop more targeted marketing and advertising campaigns that will speak directly to the needs of their customers.

The Five Stages of the Customer Journey 

5 Stages of the Customer Journey

There are generally five stages to the customer journey:

  • Awareness
  • Consideration
  • Loyalty
  • Retention  
  • Advocacy 

1. Awareness 

5 Stages of the Customer Journey: Awareness

The first stage of the customer onboarding process is awareness. In this stage, customers become aware of your product or service for the first time. 

To reach potential customers in this stage, you need to generate interest and create a need for your product or service. This can be done through marketing campaigns, social media, word-of-mouth, and other forms of outreach. Once customers are aware of your product or service, they can move on to the next stage of the onboarding process.

2. Consideration 

5 Stages of the Customer Journey: Consideration

The consideration stage of the customer onboarding process is when potential customers are evaluating your product or service to see if it is the right fit for them. This is an important stage in the process because it is when customers are making their decision about whether or not to use you products.

There are a few things you can do to help customers during the consideration stage, you need to: 

  • Make sure that you have a strong marketing and sales strategy in place. This will help customers learn more about your product or service and get excited about it
  • Provide potential customers with as much information as possible about your product or service. This includes things like pricing, features, and benefits
  • Be available to answer any questions that potential customers may have. This can be done through customer service, online chat, or even social media

By following these tips, you can help potential customers through the consideration stage and increase the chances that they will convert.

3. Purchase

5 Stages of the Customer Journey: Purchase

At this stage, your customer has decided to take the leap and choose your product over your competitors, congratulations!

The key to success in this stage is creating a strong relationship with customers so that they keep coming back. This can be done by providing excellent customer service, offering rewards and discounts, and always keeping the customer’s best interests in mind. Creating a loyal customer base is essential for any business, and the loyalty stage of the customer journey is the key to making that happen.

4. Retention 

5 Stages of the Customer Journey:: Retention

Once a customer has made a purchase, the next stage of the customer journey is the retention stage. This is when companies work to keep the customer coming back. Customer retention strategies can include loyalty programs, follow-up emails, and special offers.

The goal of the retention stage is to turn one-time buyers into lifelong customers. To do this, businesses need to create a positive customer experience that keeps the customer coming back. This can be done by providing excellent customer service, offering quality products, and creating a brand that customers can trust.

Customer retention is essential for businesses to grow and succeed. Recent studies have found that the likelihood of selling to an existing customer is between 60% and 70% while selling to a new consumer only happens between 5% and 20% of the time. 

It is important to keep in mind that it is much more expensive to gain a new customer than it is to retain an existing one. By focusing on retention, businesses can create a loyal customer base that will continue to support the company for years to come.

5. Advocacy

5 Stages of the Customer Journey: Advocacy

The evaluation stage is the final stage of the customer journey. At this stage, the customer’s satisfaction with the product or service is evaluated. 

This stage is important because it allows the company to determine whether the customer is satisfied with the product or service. It also allows the company to identify any areas where the customer is not satisfied. This information can be used to improve the product or service.

Tips on How to Improve the Customer Journey

There are many ways to improve the customer journey, but here are a few tips to get you started:

1. Make sure your website is easy to navigate and provides a good user experience

2. Timely customer satisfaction surveys can be created to understand what your customers want and need, and then cater to those needs

3. Provide a great experience at every interaction, from the first step to post-purchase follow-up

4. Use feedback to constantly improve your customer journey

By following these tips, you can make sure that your customers have a positive journey from start to finish.


The customer journey is one of the most important factors that every small business owner needs to focus on if they want to grow their business. 

The customer journey is essential because it lets you know what level of engagement your customer is in, this helps to make sure you’re sending the appropriate message, to the right person, at the right time. You’ll also be able to see where there are chances to improve customer satisfaction by offering more assistance or information. 

Ultimately, customer journeys assist you in comprehending the interactions your customers have with you and their perceptions of your brand. When creating your marketing plan, keep this in mind. Please visit our Blog if you would like to learn more about organic market growth and how to use SEO, and CRO to grow your business and brand.

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Glory Onu


Glory Onu is a blogger, content writer and marketer with experience in graphic design. She is passionate about her craft and the power of words. She writes words that motivate readers to take action. She has also helped businesses get found through search engine optimisation and grow with conversion rate optimisation.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

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  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

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Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

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    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

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For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

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  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

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  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: team@kasandz.com