Customer Journey & Lifecycle
Stage 1: Awareness
Goal: Discover the Clinical Trial Navigator
Emotions: Curious, Hopeful
Touchpoints: Social media, online search, word of mouth
Pain Points: Difficulty finding relevant clinical trials, uncertainty about eligibility
Opportunities to Delight: Clear, concise information about the platform, success stories from existing users
Stage 2: Interest
Goal: Learn more about the Clinical Trial Navigator
Emotions: Interested, Evaluative
Touchpoints: Website, blog posts, FAQs
Pain Points: Complexity of clinical trial information, concerns about data privacy
Opportunities to Delight: Easy-to-understand explanations, testimonials from healthcare professionals
Stage 3: Consideration
Goal: Evaluate the Clinical Trial Navigator against alternatives
Emotions: Analytical, Cautious
Touchpoints: Comparison charts, user reviews, expert opinions
Pain Points: Difficulty comparing features and pricing, uncertainty about support
Opportunities to Delight: Clear comparison tables, responsive customer support
Stage 4: Trial
Goal: Experience the Clinical Trial Navigator firsthand
Emotions: Excited, Possibly Overwhelmed
Touchpoints: Free trial or demo, onboarding process
Pain Points: Steep learning curve, technical issues
Opportunities to Delight: Intuitive interface, helpful tutorials, responsive support
Stage 5: Activation
Goal: Achieve the "Aha!" moment with the Clinical Trial Navigator
Emotions: Satisfied, Relieved
Touchpoints: Successful trial matching, clear instructions
Pain Points: Difficulty understanding trial details, concerns about next steps
Opportunities to Delight: Clear, actionable trial information, follow-up support
Stage 6: Engagement
Goal: Regularly use the Clinical Trial Navigator
Emotions: Engaged, Hopeful
Touchpoints: Ongoing support, regular updates, community engagement
Pain Points: Technical issues, lack of new features
Opportunities to Delight: Continuous improvement, responsive community
Stage 7: Retention
Goal: Continue using the Clinical Trial Navigator long-term
Emotions: Loyal, Appreciative
Touchpoints: Personalized communications, loyalty programs
Pain Points: Pricing changes, lack of innovation
Opportunities to Delight: Exclusive offers, proactive support
Stage 8: Expansion
Goal: Explore additional features or services of the Clinical Trial Navigator
Emotions: Curious, Excited
Touchpoints: Upsell/Cross-sell offers, new feature announcements
Pain Points: Unclear value proposition, pricing concerns
Opportunities to Delight: Clear benefits explanation, flexible pricing
Stage 9: Advocacy
Goal: Recommend the Clinical Trial Navigator to others
Emotions: Enthusiastic, Helpful
Touchpoints: Referral programs, community sharing
Pain Points: Difficulty sharing information, lack of incentives
Opportunities to Delight: Easy sharing tools, rewarding referral programs
Emotional Journey Curve
The emotional journey of the customer is marked by highs and lows throughout the different stages.
High Points: Awareness, Activation, Engagement
Low Points: Consideration, Retention due to potential frustration or dissatisfaction
Activation Path
The activation path involves several key steps that lead to the "Aha!" moment.
- Sign-up and onboarding
- Initial trial search and match
- Understanding and engagement with trial details
Target Activation Rate: 60% of users achieve activation within the first week
Metrics Dashboard
Key metrics to track across the customer journey include:
- Awareness metrics: Impressions, Click-through Rate (CTR)
- Engagement metrics: Time on site, Bounce rate
- Activation metrics: Activation rate, Time to activation
- Retention metrics: Monthly Active Users (MAU), Churn rate