顾客旅程中的5个阶段

Generally, there are 5 phases that customers go through when interacting with a brand or a product: Awareness, Consideration, Decision, Retention, and Loyalty.
通常情况下，顾客在与品牌或产品互动时会经历五个阶段：意识、考虑、决策、留存和忠诚。

1. Awareness Stage-意识阶段
In the awareness stage, customers have realized that they have a problem and a pain point to solve for. At this point, a customer may not yet know that they need a product or service, but they will begin doing research either way.
在意识阶段，顾客知道自己需要解决的问题和痛点是什么。此时，顾客可能还不知道他们需要产品或服务，但他们会着手进行研究。

During this stage of the customer journey, brands deliver educational content to help customers diagnose a problem and offer potential solutions. The aim is to help customers navigate their new pain point, not encourage a purchase.
在这个阶段，品牌应提供教育内容，帮助顾客诊断问题并提供潜在解决方案。其目标是帮助顾客解决他们的新痛点，而不是鼓励他们做出购买决策。

Educational content may include:
教育内容包括：
How-to articles and guides
指导性文章和指南
General whitepapers
通用白皮书
General ebooks
普通电子书
Free courses
免费课程
Educational content may be delivered via customer touchpoints such as:
教育内容可通过如下顾客触点提供，例如：
Your blog
博客
Social media
社交媒体
Search engines
搜索引擎

2.Consideration-考虑阶段
In the consideration stage, customers have done enough research to realize that they need a product or service. At this point, they begin to compare brands and their offerings.
在考虑阶段，顾客已经进行了足够的研究，知道自己需要一种产品或服务。此时，他们开始对品牌及其产品进行比较。
During this stage of the customer journey, brands deliver product marketing content to help customers compare different offerings and, eventually, choose their product or service. The aim is to help customers navigate a crowded solution marketplace and move them toward a purchase decision.
在顾客旅程的这个阶段，品牌应向顾客提供产品营销内容，帮助顾客比较不同的产品或服务，然后做出最终选择。其目标是帮助顾客在庞大的解决方案市场中理清思绪，引导他们做出购买决策。
Product marketing content may include:
产品的营销内容可包括：
Product listicles
产品清单
Product comparison guides and charts
产品比较指南和图表
Product-focused white papers
以产品为导向的白皮书
Customer success stories or case studies
客户成功故事或案例研究
Product marketing content may be delivered via customer touchpoints such as:
产品的营销内容可通过如下顾客触点提供，例如：
Your blog
博客
Your website
网站
Search engines
搜索引擎
Social media
社交媒体
Conferences
会议

3. Decision Stage-决策阶段
In the decision stage, customers have chosen a solution and are ready to buy.
在决策阶段，顾客已经选好解决方案并准备购买。
During this stage, brands deliver a seamless purchase process to make buying their products as easy and simple as possible. No more educational or product content at this stage — it's all about getting customers to make a purchase. That means you can be more direct about wanting customers to buy from you.
在这个阶段，品牌应提供无缝的购买流程，让整个购买过程尽量简单便捷。这个阶段的主要目的就是为了让顾客购买产品，因此无需提供教育或产品内容。您可以直接告诉顾客，希望他们从您这里购买产品。
Decision-stage content may include:
决策阶段的内容包括：
Free demos
免费试用
Free consultations
免费咨询
Product sign-up pages
产品注册页面
Pricing pages
价格页面
Product promotions (i.e "Sign up now and save 30%")
产品促销（即"现在注册，立省 30%"）
Decision-stage content may be delivered via customer touchpoints such as:
决策阶段的内容可通过如下顾客触点提供，例如：
Your website
网站
Search engines
搜索引擎
Email
电子邮件

4. Retention Stage-留存阶段
In the retention stage, customers have purchased a solution and stay with the company they purchased from, as opposed to leaving for another provider.
在留存阶段，顾客已经购买了一种解决方案，并选择继续与他们购买的公司合作，而不是转向其他供应商。
During this stage, brands provide an excellent onboarding experience and ongoing customer service to ensure that customers don't churn.
在这个阶段，品牌应提供出色的引导体验和持续的顾客服务以确保顾客不流失。
Retention-stage strategies may include:
留存阶段的策略包括：
Providing a dedicated customer success manager
安排专门的客户成功经理对接
Making your customer service team easily accessible
使您的客户服务团队易于联系
Creating a knowledge base in case customers ever run into a roadblock
创建知识库，帮助客户解决问题。
Retention-stage strategies may be delivered via customer touchpoints such as:
留存阶段的策略可通过如下顾客触点提供，例如：
Your website
网站
Live chat
在线聊天
Email
电子邮件
Social media
社交媒体

5. Loyalty Stage -忠诚阶段
In the loyalty stage, customers not only choose to stay with a company — they actively promote it to their family, friends, and colleagues. The loyalty stage can also be called the advocacy stage.
在忠诚阶段，顾客不仅选择与一家公司保持合作，还会积极向其家人、朋友和同事推荐该公司。忠诚阶段也可以称为倡导阶段。
During this phase, brands focus on providing a fantastic end-to-end customer experience, from your website content to your sales reps, from your social media team to your product's UX. Most importantly, customers become loyal when they've achieved success with your product — if it works, they will likely recommend your brand to others.
在这个阶段，品牌专注于提供一种从网站内容到销售代表，从社交媒体团队到产品用户体验的出色的端到端顾客体验。最重要的是，当顾客用您的产品取得成功时，他们会变得忠诚 — 如果产品有效，他们很可能会向其他人推荐您的品牌。
Loyalty-stage strategies may include:
忠诚度阶段的策略包括：
Having an easy-to-navigate website
创建一个易于浏览的网站
Investing in your product team to ensure your product exceeds customer expectations
向产品团队持续投入，确保产品超出顾客预期。
Making it easy to share your brand with others via a loyalty or referral program 通过忠诚度或推荐计划，轻松与他人分享您的品牌
Providing perks to continued customers, such as discounts
向老顾客给予优惠，如折扣
Loyalty-stage strategies may be delivered via customer touchpoints such as:
忠诚度阶段的策略可通过如下顾客触点提供，例如：
Your website
网站
Email
电子邮件
Social media
社交媒体
Your products
您的产品

To find out whether your customers have reached the loyalty stage, it's advisable to carry out a Net Promoter Score survey, which asks one simple question: "On a scale of 0 to 10, how likely are you to recommend us to a friend?" To deliver this survey, you can use customer feedback software such as Service Hub.
要确定您的顾客是否已经达到忠诚阶段，建议进行净推荐值（俗称"口碑"）（Net Promoter Score）调查，调查内容只有一个简单的问题："在0到10的评分中，您有多大可能向朋友推荐我们？"进行这项调查时，您可以使用顾客反馈软件，例如Service Hub。
To visualize the specific stages of your customers' journey, it's essential to create a customer journey map.
为了将顾客旅程的具体阶段可视化，应创建一张顾客旅程地图。
注：本文原文为英语，本公司采用MTPE（机器翻译+人工编辑）流程处理，译文质量低于人工翻译+审校模式处理的译文。仅供参考信息和学习使用。如有错误，请以原文为准。
原文链接： https://blog.hubspot.com/service/customer-journey-map