købsrejsemodellen

The købsrejsemodel, or customer journey model, is a framework used to understand and map out the typical stages a customer goes through when making a purchase decision. It visualizes the entire process from initial awareness of a need or problem to the final decision to buy and beyond, into post-purchase behavior.

The model typically breaks down the customer journey into several key phases. These often begin with a "need recognition" or "awareness" stage, where the customer becomes aware of a problem or a desire. This is followed by an "information search" phase, where they actively seek out information about potential solutions and products. Next is the "evaluation of alternatives," where they compare different options based on features, price, and other factors. The "purchase decision" is the point where they choose a specific product or service. Finally, the "post-purchase behavior" stage examines their satisfaction with the purchase, their loyalty, and their potential for repeat business or advocacy.

Understanding the købsrejsemodel helps businesses identify key touchpoints and opportunities to engage with customers at each stage. By analyzing where customers are in their journey, companies can tailor their marketing messages, product development, and customer service strategies to better meet their needs and influence their decisions. This can lead to improved customer satisfaction, increased sales, and stronger brand loyalty. The model is a dynamic tool, and its specific stages and naming conventions can vary between different marketing frameworks.