A standard customer experience lifecycle includes the following stages: * Realisation - Recognition of a problem or need * Awareness - Connection between need & product * Evaluation - Consideration of product * Transaction - Money is exchanged * Consumption - Product is used * Service - Post-purchase support When using social media marketing we can add another layer which relates to social influence: * Influence awareness of need * Influence connection to product * Influence awareness of benefits * Influence perceived value of transaction * Connect sharing of product experience * Connect sharing of service experience * Build ongoing relationship

1. the customer experience lifecycle of a social brand
Influence
Build ongoing
awareness of
relationship
Brand need
advocacy
Realisation
• Recognition of
a problem or
need
Reactive customer
service Service Awareness
• Connection
Connect • Post-purchase
between need &
support
product Influence
sharing of
connection to
service
product
experience
Brand Consumption Evaluation
advocacy • Consideration of
• Product is used
product Brand
Feedback
Connect
Influence
sharing of Transaction
awareness of
product • Money is
exchanged benefits
experience
Influence
percieved value
of transaction