Awareness

Information gathering, in depth researching, looking for clarity of communications, discovery, and initial problem-solving.

Consideration

Looking at options, considering alternatives, weighing up pricing, finding the best features, benefits and solutions.

Purchase

Choice has been made and customers need to be acknowledged.

Retention

Ongoing communication, customer satisfaction and feedback mechanisms.

Advocacy

When a customer becomes a ‘fan’, a brand advocate, and acts as a referral to other customers.