If you Google “what is a customer journey” you’ll find this definition:

The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand.

Most of us would agree with this simple statement, yet in practice many brands only invest in part of the customer journey – the steps leading up to a purchase or customer acquisition. While some time may be spent mapping the post-purchase journey, the focus is typically on customer support. This gives short shrift to the complete post-purchase opportunity, which can be viewed as several phases –onboarding, usage, and engagement.

If your brand isn’t investing in the post-purchase experience, you’re missing out on the huge opportunity to develop repeat, high-value, loyal customers.

Michael Trapani, Product Marketing Lead at IBM Watson Marketing, recently shared his thoughts with us on the customer journey. “The post-purchase journey is just as important as the pre-purchase journey because creating advocacy within a brand is the goal for everyone, and it’s extremely beneficial for your marketing as a whole.”

We couldn’t agree more!

If you’re ready to take advantage of the post-purchase journey, join Michael –along with Loren McDonald, Marketing Evangelist for IBM Watson Marketing and our own VP of Marketing, Jean Chen – for an IBM-Registria Webinar, “Investing in the Post Purchase Journey.”

The webinar will include insight from the IBM-Forrester study “The Incredible Journey: The Transformative Power of a Holistic Customer Journey Strategy,” as well as Registria’s 2017 State of the Industry Report on Consumer Trends in Product Registration.

We’re very excited to have Loren and Michael join us for this informative session. Loren is the author of more than 500 articles, and has delivered more than 100 webinars and 200 presentations at conferences around the world. Michael is a mobile subject matter expert, and has led sales and marketing efforts at IBM, Xtify, and Apple.

It’s important that every step in the customer journey counts – for your customers and for your brand.