The Customer Value Journey - Summary

Navigating the Customer Value Journey (CVJ) in Digital Marketing

Awareness

Introduce your brand to potential customers.

• Tactics:
• Display advertising
• Social media ads and posts
• SEO and content marketing
• Public relations and media coverage

Engage

Capture interest and engage with valuable content.

• Tactics:
• Blog posts and articles
• Videos and webinars
• Social media interactions
• Infographics and downloadable resources

Subscribe

Get contact information to build a direct line of communication.

• Tactics:
• Lead magnets (e.g., free eBooks, guides)
• Email newsletters
• Signup forms on website
• Contests and giveaways

Convert

Turn engaged prospects into paying customers.

• Tactics:
• Special offers and discounts
• Free trials and samples
• Bundled products or services
• Clear and persuasive calls to action (CTA)
• Limited-time promotions

Excite

Delight customers with exceptional experiences.

• Tactics:
• Outstanding customer service
• Personalized experiences
• Follow-up emails and thank-yous
• Special events and surprises

Ascend

Encourage repeat purchases and upsells.

• Tactics:
• Premium memberships
• Exclusive services
• Bundled offers at a higher value
• Upselling and cross-selling
• Loyalty programs

Advocate

Turn satisfied customers into advocates.

• Tactics:
• Referral programs
• Social sharing incentives
• Customer testimonials and reviews
• Exclusive events for loyal customers
• Community engagement

Promote

Leverage advocates to actively promote your brand.

• Tactics:
• Word-of-mouth marketing
• Social media contests
• Influencer collaborations
• Expanded referral programs
• Ambassador programs
• Branded hashtags and user-generated content
• Email marketing campaigns

Recap

What is the customer journey?

The customer journey describes the full path a person takes from first hearing about a business to becoming a loyal customer. It covers every touchpoint — awareness, interest, evaluation, purchase, and what happens after the sale. It’s the simplest way to understand how people move from “never heard of you” to “happy customer.”

How does the Customer Value Journey fit into the customer journey?

The Customer Value Journey is a structured, eight-stage version of the customer journey. It breaks the path into clear steps — Aware, Engage, Subscribe, Convert, Excite, Ascend, Advocate, and Promote — so you can see exactly where a customer is and what they need next. It’s a practical framework designed to make the general customer journey easier to use in real-world marketing.

Why does understanding the customer journey matter?

Most businesses focus heavily on the point of sale, but people rarely buy immediately. When you understand the customer journey, you can support people earlier, build trust, and guide them naturally from interest to action. It leads to better conversions, stronger relationships, and more predictable growth.

How can you apply the Customer Value Journey in your own business?

Start by identifying which stage you’re strongest in and which stages need attention. Often the quickest wins come from improving the early steps — Aware, Engage, and Subscribe. Small adjustments here can make the later stages much more effective.

Did You Know?

Did you know that businesses that effectively implement the Customer Value Journey (CVJ) see an average 15% increase in customer retention and a 25% increase in customer lifetime value? Understanding and optimizing each stage of the CVJ can lead to significant improvements in customer satisfaction and loyalty. Additionally, companies that prioritize customer experience see 60% higher profits than their competitors. These stats underscore the importance of strategically guiding your customers through each stage of their journey.

Thank You for Joining Us on the Customer Value Journey!

Thank you for sticking with us through the 8 stages of the CVJ. Your dedication to understanding this framework is commendable, and we applaud your commitment to enhancing your business’s digital marketing efforts.

We know that mastering each stage can be a complex task, but the rewards are well worth the effort. If you ever need more guidance or personalized assistance in navigating the Customer Value Journey, don’t hesitate to reach out to us. We’re here to help you every step of the way.