The 5 Stages of the Customer Path

The 5 Stages of Customer Path

2.APPEAL

3.ASK

1.AWARE

4.act

5.ADVOCATE

The ultimate goal of every company is to drive customers from awareness to advocacy by providing excellent interactions throughout the journey.

NAYELLI PÉREZ PARDIÑO

The 5A's Customer Path

PHASE 1

In the aware phase, customers are exposed to a long list of brands from experience, marketing communications, or advocacy of others. Customer are exposed to brands from experiences, ads and recommendations.

AWARE

The 5A's Customer Path

PHASE 2

Aware of several brands, customers then process all the messages they are exposed to—creating short-term memory or amplifying long-term memory—and become attracted only to a shortlist of brands.

APPEAL

Customer process brand messages and become attracted to select brands

The 5A's Customer Path

PHASE 3

Prompted by their curiosity, customers usually follow up by actively researching the brands they are attracted to for more information from friends and family, from the media, or directly from the brands.

ASK

The 5A's Customer Path

PHASE 4

If convinced by further information in the ask stage, customers will decide to act. It is important to remember that the desired customer actions are not limited to purchase activities. After buying a brand, customers interact more deeply through consumption and usage as well as post-purchase services.

ACT

The 5A's Customer Path

PHASE 5

Over time, customers may develop a sense of loyalty to the brand, which is reflected in retention, repurchase, and ultimately advocacy to others.

ADVOCATE