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WE MAKE THEM TALK ABOUT YOU
The customer journey
thebrandmanual.com
Articulated information
Observable behaviour
Unarticulated information
Hidden action
Customer says
Says
Behaves
Does
Customer does
Source: Ojasalu, Karu
thebrandmanual.com
Need is never a thing.
thebrandmanual.com
thebrandmanual.com
Steps
thebrandmanual.com
Attract Choose
Use
Support
Retain
thebrandmanual.com
Attract Choose Use Support Retain
What we do
to get the
customers
attention
What we do
to help the
customer
choose the
product or
service
The
customer is
using our
product or
service
During
usage, how
we support
the
customer in
case of
questions or
difficulties
How we
retain the
customer:
how we
make the
customer
choose
again.
thebrandmanual.com
Attract
thebrandmanual.com
What happens before they 

get to our store or website?
thebrandmanual.com
Choose
thebrandmanual.com
How do we help them 

choose from our selection?
thebrandmanual.com
Use
thebrandmanual.com
How do we make using it easy?
thebrandmanual.com
Support
thebrandmanual.com
How do we help them
in case of trouble?
thebrandmanual.com
Retain
What do we do to keep their loyalty?
or
How are we loyal to our customers?
thebrandmanual.com
thebrandmanual.com
Why do you buy a new jacket?
thebrandmanual.com
Because it is cold.
thebrandmanual.com
Because the old one is no good as it is: 

worn out / unfashionable / not warm enough.
thebrandmanual.com
Because your going to an event that 

you don’t have a jacket for?
thebrandmanual.com
Whatever the case, you are NOT 

buying the jacket because it is there!
thebrandmanual.com
How do you buy the jacket?
thebrandmanual.com
Search the web.
thebrandmanual.com
Try on different 

jackets in stores.
thebrandmanual.com
Find
the
right
store.
thebrandmanual.com
Buy online because 

it’s cheaper.
Dear customer
thebrandmanual.com
Are you happy with your new jacket?
thebrandmanual.com
Is it as perfect as you 

imagined it would be?
thebrandmanual.com
Did you pay too much or 

did you get a good deal? € $£ $
thebrandmanual.com
Does the brand make you feel good?
thebrandmanual.com
What does the customer journey tell us?
thebrandmanual.com
By viewing the process from the customer’s
point-of-view, we can understand the NEED
that is being satisfied. People are experts at
their LIVES and we will hear how they live it.
thebrandmanual.com
By asking and observing enough people until 

the answers repeat themselves will indicate a
common NEED.
Can that need be satisfied better?


That’s what we then service design!
thebrandmanual.com
thebrandmanual.com
0%
25%
50%
75%
100%
0 3 6 9 12 15
Number of testers
Usabilityproblemsfound
Source: Nielsen Norman Group. Why you need to test with 5 users.
thebrandmanual.com
The aim of service design is to improve 

the customer experience, which will make
them return.
thebrandmanual.com
-50%
-37,5%
-25%
-12,5%
0%
12,5%
25%
37,5%
50%
6 year stock performance of customer experience leaders
vs laggards vs S&P 500 Index
Customer
experience
leaders
+43%
S&P 500 Index
+14,5%
Customer
experience
laggards
-33,9%
Cumulativetotalreturn
Source: Forrester Research and Watermark Consulting
thebrandmanual.com
A good customer experience
will make them talk about you!
thebrandmanual.com
Read all about it.
Available on Amazon.
WE MAKE THEM TALK ABOUT YOU
J.Margus Klaar
+46 722 52 30 64
jmk@thebrandmanual.com

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The customer journey