Читать книгу Digital Marketing - Annmarie Hanlon - Страница 70

But there are challenges! One of these is the terminology, because the customer journey and the process of understanding the steps that customers take to complete an action is described in different ways:

 Buyer journey

 Consumer journey

 Consumer decision journey

 Customer journey mapping

 User journey mapping

 Customer service encounter

 Customer experience (CX)

 Online customer service experience (OCSE)

 Path to purchase

 Service blueprinting

If you fast-forward to Chapter 9, Strategy and Objectives, you will see where I discuss the McKinsey strategic model of the ‘consumer decision journey’; here I will explore the differences and origins of these different terms.