Customer journey map and brand touchpoints: Adult care category research review

In this study, the relationship between customer journey mapping and consumer touch points, a new concept in marketing, is discussed. Customer journey map is defined by many scientists today. In general, a customer journey map is a visualization of the process a customer goes through from the first stage of the purchase cycle to reach the purchase and all the stages afterwards. Although the concept of a customer journey map, also known as a customer experience journey map, has been around for many years, it has recently gained more importance due to the increasing focus on customer experience in the business world. One of the earliest known references to the customer journey map is "Service Design: Practical Access to an Evolving Field", a 2003 book written by a group of designers and consultants in the Netherlands. The book included a chapter on "customer journey maps", describing the process of mapping the various touchpoints and interactions a customer has with a service or product. A typical customer journey map includes different stages such as awareness, consideration, purchase and post-purchase. Each stage has different touchpoints that interact between the customer and the business. Examples of these touchpoints include advertising, social media interactions, customer service and product reviews. The main purpose of a customer journey map is to provide businesses with a detailed and comprehensive understanding of the customer experience. By identifying all touchpoints in the customer journey, businesses can gain insight into how customers perceive their brand and how they can optimize the customer experience at each stage. In this way, customer loyalty and retention can be increased as well as sales figures. (Müşteri Yolculuğu Haritası Nedir? Müşteri Yolculuk Haritası Örnekleri, 2023) The literature on the subject is still new in Turkey, so it is not possible to conduct research as there is no scale to do so. The subject has also been examined theoretically in a small number. Since there is no theoretical study that examines the subject theoretically in a broad way, the study will be examined theoretically in all its aspects. In addition, with an examination of the adult care category, the customer's journey map and consumer touch points will be evaluated, and the relationship between them and their impact on brand strategy will be investigated. Keywords: Customer Journey Mapping, Customer and Brand Touchpoints, Marketing, Brand Management, Customer Experience