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the customer journey, when a satisfied customer recommends the business to other potential customers."},{"text":"making a complaint about it","correct":false,"explanation":"Complaining is a possible customer response, but it is not the journey’s final stage. The journey can ultimately end with recommending the business to others."},{"text":"visiting the business for the first time","correct":false,"explanation":"A first visit occurs early in the journey, usually during awareness or consideration. The journey may continue through purchase, retention and eventually recommending it to others."},{"text":"comparing it with competitors","correct":false,"explanation":"Comparing alternatives happens during consideration, before purchase. 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Awareness
Consideration
Purchase
Retention
Advocacy

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Awareness
Consideration
Purchase
Retention
Advocacy

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Consideration
Awareness
Purchase
Advocacy
Retention

","correct":false,"explanation":"This reverses awareness and consideration and places advocacy before retention. The correct order is awareness, consideration, purchase, retention and advocacy."},{"text":"

Awareness
Purchase
Consideration
Retention
Advocacy

","correct":false,"explanation":"Customers normally consider alternatives before purchasing, so purchase cannot come first. The correct order is awareness, consideration, purchase, retention and advocacy."},{"text":"

Awareness
Consideration
Retention
Purchase
Advocacy

","correct":false,"explanation":"Retention describes keeping customers after they have bought, so it must follow purchase rather than precede it. The correct order is awareness, consideration, purchase, retention and advocacy."}]},{"id":"410e6d43-75eb-4b2c-aea8-b9612d873e79","cardType":"basic","points":1,"front":"What problem does mapping the customer journey help managers find?","back":"Where customers are gained, lost, satisfied or disappointed.","mcqOptions":[{"text":"Where customers are gained, lost, satisfied or disappointed.","correct":true,"explanation":"Mapping the journey highlights where customers enter and leave, and where their experience is positive or negative, helping managers identify opportunities to improve performance."},{"text":"Where competitors are strongest, weakest, growing or declining.","correct":false,"explanation":"Competitor performance may be analysed separately, but customer journey mapping focuses on customer experiences. 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A smaller base would be associated with weak awareness."},{"text":"A higher customer retention rate occurs immediately.","correct":false,"explanation":"Awareness attracts potential customers but does not immediately guarantee retention, which depends on later experiences and repeat purchase. Its usual effect is a larger potential customer base entering the journey."},{"text":"A lower cost of production is achieved immediately.","correct":false,"explanation":"Awareness concerns how many potential customers know about the business, not its production efficiency. Strong awareness usually means a larger potential customer base enters the journey."}]},{"id":"84ac863c-9521-4ee5-8acc-a84758a722bb","cardType":"basic","points":2,"front":"Why can a well-known business still fail to make sales?","back":"Poor price, quality, convenience or reputation can block later stages.","mcqOptions":[{"text":"Poor price, quality, convenience or reputation can block later stages.","correct":true,"explanation":"Awareness only makes customers conscious of a business. Uncompetitive price, poor quality, limited convenience or a weak reputation can stop them considering or purchasing it."},{"text":"Poor awareness, demand, market size or location can block later stages.","correct":false,"explanation":"These factors may affect the number of potential customers, but they do not match the key barriers after awareness. The relevant barriers are price, quality, convenience or reputation."},{"text":"Poor promotion, packaging, staffing or forecasting can block later stages.","correct":false,"explanation":"These may influence performance, but the customer’s later decision is most directly blocked by price, quality, convenience or reputation. Being well known alone does not overcome those problems."},{"text":"Poor cash flow, capacity, stock control or recruitment can block later stages.","correct":false,"explanation":"These are mainly internal operational issues rather than the customer-facing reasons highlighted here. Poor price, quality, convenience or reputation can prevent awareness becoming a sale."}]},{"id":"0c94cd2e-794b-4dbf-a114-9f053a2845c6","cardType":"cloze","points":null,"front":"During [ ], customers evaluate a business or product against alternatives before deciding whether to buy.","back":"During consideration, customers evaluate a business or product against alternatives before deciding whether to buy.","mcqOptions":[{"text":"consideration","correct":true,"explanation":"Consideration is the stage when customers assess a business or product against alternatives, using factors such as price, quality and reputation before deciding whether to buy."},{"text":"awareness","correct":false,"explanation":"Awareness is when customers first become conscious of the business or product. Comparing it with alternatives before buying takes place during consideration."},{"text":"retention","correct":false,"explanation":"Retention concerns encouraging existing customers to remain loyal and buy again. The evaluation of alternatives before the initial purchase is the consideration stage."},{"text":"advocacy","correct":false,"explanation":"Advocacy occurs when customers recommend the business to others after a positive experience. Comparing alternatives before deciding to buy is consideration."}]},{"id":"b529d7fc-bb5b-416e-a562-8ddc184441c9","cardType":"basic","points":1,"front":"What must a business show customers during consideration?","back":"Its offer is better than alternatives.","mcqOptions":[{"text":"Its offer is better than alternatives.","correct":true,"explanation":"During consideration, customers compare competing offers. The business must demonstrate superior value or benefits so customers have a reason to choose it over alternatives."},{"text":"Its offer is cheaper than alternatives.","correct":false,"explanation":"Assuming that price alone determines customer choice overlooks quality, convenience and other benefits. The business must show that its overall offer is better than alternatives."},{"text":"Its offer is identical to alternatives.","correct":false,"explanation":"An identical offer gives customers no compelling reason to choose the business. During consideration, it must show that its offer is better than alternatives."},{"text":"Its offer is more familiar than alternatives.","correct":false,"explanation":"Familiarity may create awareness, but it does not prove superior customer value. During consideration, the business must show that its offer is better than alternatives."}]},{"id":"c287a266-52a9-4084-94c7-251fa8daafca","cardType":"basic","points":1,"front":"During consideration, which four-part tool are customers judging?","back":"The marketing mix: product, price, place and promotion.","mcqOptions":[{"text":"The marketing mix: product, price, place and promotion.","correct":true,"explanation":"Customers compare the four elements of the marketing mix during consideration, assessing whether the product, price, place and promotion meet their needs better than competitors."},{"text":"The SWOT analysis: strengths, weaknesses, opportunities and threats.","correct":false,"explanation":"SWOT is an internal and external business analysis tool, not the customer-facing offer being judged. 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They judge the marketing mix: product, price, place and promotion."}]},{"id":"6049734b-6849-4ca5-a473-0aa2abd3141c","cardType":"basic","points":1,"front":"High website traffic but few completed orders suggests weakness where?","back":"Between consideration and purchase.","mcqOptions":[{"text":"Between consideration and purchase.","correct":true,"explanation":"High traffic shows that customers are visiting and considering the offer, but few completed orders indicate that many are failing to progress from consideration to purchase."},{"text":"Between awareness and consideration.","correct":false,"explanation":"High website traffic suggests customers have already moved beyond awareness and reached consideration. Few completed orders instead reveal weakness between consideration and purchase."},{"text":"Between purchase and retention.","correct":false,"explanation":"Retention can only be assessed after customers have completed a purchase. 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A smooth purchase process reduces abandonment and leads to higher conversion."},{"text":"Longer checkout times.","correct":false,"explanation":"A longer checkout would make the process less smooth and could deter customers. A genuinely smooth purchase process removes delays and produces higher conversion."}]},{"id":"fdd5fcbb-4860-490e-bc4c-746f33177666","cardType":"basic","points":1,"front":"What can hidden delivery charges or slow checkout cause online?","back":"Basket abandonment before payment.","mcqOptions":[{"text":"Basket abandonment before payment.","correct":true,"explanation":"Unexpected delivery costs or a slow checkout create late-stage friction, causing customers to leave items in their online basket without completing payment."},{"text":"Basket abandonment after payment.","correct":false,"explanation":"Once payment is completed, the basket has produced a purchase and cannot be abandoned. Hidden charges or delays cause basket abandonment before payment."},{"text":"Repeat purchasing before payment.","correct":false,"explanation":"Repeat purchasing requires a completed previous transaction and is encouraged by satisfaction or loyalty. Hidden charges and slow checkout instead cause basket abandonment before payment."},{"text":"Brand awareness before payment.","correct":false,"explanation":"Brand awareness is created when customers first learn about a business, not when checkout becomes difficult. Hidden charges or delays cause basket abandonment before payment."}]},{"id":"0d184b09-9ccc-414b-aec3-5205092e13e6","cardType":"basic","points":1,"front":"Which journey stage is targeted by loyalty schemes and personalised offers?","back":"Retention.","mcqOptions":[{"text":"Retention.","correct":true,"explanation":"Loyalty schemes and personalised offers encourage existing customers to remain with the business and make repeat purchases, so they target the retention stage."},{"text":"Awareness.","correct":false,"explanation":"Awareness activities introduce new potential customers to the business. Loyalty schemes and personalised offers primarily encourage existing customers to return, targeting retention."},{"text":"Consideration.","correct":false,"explanation":"Consideration involves potential customers comparing competing offers before buying. Loyalty schemes and personalised offers focus on maintaining relationships with existing customers through retention."},{"text":"Purchase.","correct":false,"explanation":"Purchase concerns completing a specific transaction, including payment and checkout. Loyalty schemes and personalised offers mainly encourage customers to return, so they target retention."}]},{"id":"0c927888-cb82-4a17-958d-eb9cae3e0c8f","cardType":"basic","points":2,"front":"Why is retaining customers often more profitable than replacing them?","back":"It reduces spending on attracting replacement customers.","mcqOptions":[{"text":"It reduces spending on attracting replacement customers.","correct":true,"explanation":"Keeping existing customers usually requires less marketing expenditure than recruiting replacements, reducing acquisition costs and allowing each customer relationship to generate more profit."},{"text":"It removes spending on serving existing customers.","correct":false,"explanation":"Retention does not eliminate the costs of serving existing customers. Its main financial benefit is reducing spending on attracting replacement customers, which is generally more expensive."},{"text":"It allows spending on charging customers higher prices.","correct":false,"explanation":"Higher prices may cause customers to leave rather than make retention profitable. Retention primarily reduces the amount spent on attracting replacement customers."},{"text":"It reduces spending on advertising to existing customers.","correct":false,"explanation":"Replacing customers normally requires additional promotional expenditure rather than less advertising. Retention is profitable because it reduces spending on attracting replacement customers."}]},{"id":"c920d5ee-f55c-4dd6-b12a-5e902ac8c492","cardType":"cloze","points":null,"front":"Customer [ ] is the rate at which customers stop buying from or subscribing to a business.","back":"Customer churn is the rate at which customers stop buying from or subscribing to a business.","mcqOptions":[{"text":"churn","correct":true,"explanation":"Customer churn measures the proportion or rate of customers who stop purchasing from, or cancel their subscriptions to, a business over a period."},{"text":"retention","correct":false,"explanation":"Customer retention concerns keeping customers, making it the opposite of the loss described. The rate at which customers stop buying or subscribing is customer churn."},{"text":"acquisition","correct":false,"explanation":"Customer acquisition measures or describes gaining new customers, not losing existing ones. The rate at which customers stop buying or subscribing is called customer churn."},{"text":"conversion","correct":false,"explanation":"Customer conversion occurs when potential customers take a desired action, such as purchasing. Customers who stop buying or subscribing contribute instead to customer churn."}]},{"id":"efc70490-1189-4b61-89e2-cb40f2b5afc5","cardType":"basic","points":1,"front":"Which stage turns satisfied customers into promoters?","back":"Advocacy.","mcqOptions":[{"text":"Advocacy.","correct":true,"explanation":"At the advocacy stage, satisfied customers actively recommend the business through reviews, referrals or word of mouth, effectively becoming promoters of the brand."},{"text":"Awareness.","correct":false,"explanation":"Awareness is when potential customers first encounter the business, not when existing satisfied customers promote it. Turning customers into promoters occurs at the advocacy stage."},{"text":"Purchase.","correct":false,"explanation":"Purchase is the stage at which a customer completes a transaction. Active promotion by satisfied customers belongs to the later advocacy stage."},{"text":"Retention.","correct":false,"explanation":"Retention focuses on encouraging customers to remain loyal and buy again. When satisfied customers begin recommending the business, they have progressed to advocacy."}]},{"id":"fb2f5292-514b-49c0-8610-4e2420a6306c","cardType":"basic","points":2,"front":"Why can advocacy lower the cost of gaining new customers?","back":"Recommendations act as unpaid promotion.","mcqOptions":[{"text":"Recommendations act as unpaid promotion.","correct":true,"explanation":"Recommendations spread positive information through customers rather than paid media, giving the business unpaid promotion and reducing the marketing cost of acquiring new customers."},{"text":"Complaints act as unpaid promotion.","correct":false,"explanation":"Complaints may reveal areas for improvement, but they do not normally promote the business to new customers. Positive recommendations provide the unpaid promotion that lowers acquisition costs."},{"text":"Advertisements act as unpaid promotion.","correct":false,"explanation":"Advertisements are normally paid-for communications, so describing them as unpaid confuses advertising with word-of-mouth advocacy. Customer recommendations provide unpaid promotion."},{"text":"Refunds act as unpaid promotion.","correct":false,"explanation":"Refunds compensate dissatisfied customers and represent a cost to the business rather than promotion. Recommendations from satisfied customers can attract newcomers without paid advertising."}]},{"id":"134d053d-dc0f-4c15-960a-cce1a609b8a3","cardType":"cloze","points":null,"front":"[ ] occurs when dissatisfied customers spread damaging reviews or word of mouth.","back":"Negative advocacy occurs when dissatisfied customers spread damaging reviews or word of mouth.","mcqOptions":[{"text":"Negative advocacy","correct":true,"explanation":"Negative advocacy occurs when dissatisfied customers discourage others from buying by sharing critical reviews, complaints or damaging word of mouth about the business."},{"text":"Positive advocacy","correct":false,"explanation":"Positive advocacy involves satisfied customers recommending a business, so it reverses both the customer sentiment and effect described. Dissatisfied customers spreading damaging opinions create negative advocacy."},{"text":"Customer retention","correct":false,"explanation":"Customer retention means keeping customers over time, not having dissatisfied customers spread criticism. Damaging reviews and negative word of mouth are forms of negative advocacy."},{"text":"Market awareness","correct":false,"explanation":"Market awareness describes whether potential customers recognise a business or product; it does not specifically involve harmful recommendations. Dissatisfied customers spreading damaging views create negative advocacy."}]},{"id":"41ed248f-b514-4b9b-8f8b-c6ad3ee6d4ea","cardType":"basic","points":2,"front":"How does positive advocacy link back to awareness?","back":"Reviews and referrals make new potential customers aware.","mcqOptions":[{"text":"Reviews and referrals make new potential customers aware.","correct":true,"explanation":"Reviews and referrals expose other people to the business through customer advocacy, creating awareness among potential customers who may then enter the customer journey."},{"text":"Renewals and repeat purchases make new potential customers aware.","correct":false,"explanation":"Renewals and repeat purchases support retention and revenue from existing customers rather than directly creating awareness. Reviews and referrals expose new potential customers to the business."},{"text":"Refunds and complaints make new potential customers aware.","correct":false,"explanation":"Refunds and complaints usually signal dissatisfaction and may damage perceptions rather than generate positive awareness. Positive reviews and referrals introduce new potential customers to the business."},{"text":"Invoices and receipts make new potential customers aware.","correct":false,"explanation":"Invoices and receipts document transactions for people who have already purchased, so they do not usually attract new audiences. Reviews and referrals create awareness among potential customers."}]},{"id":"79673c29-d2d0-4eeb-9300-6a8c5f47089d","cardType":"basic","points":2,"front":"For a subscription business, which stage may matter more than awareness and why?","back":"Retention, because long-term revenue depends on renewals.","mcqOptions":[{"text":"Retention, because long-term revenue depends on renewals.","correct":true,"explanation":"Subscription businesses rely on customers continuing to renew, so retention protects recurring revenue and increases customer lifetime value over an extended period."},{"text":"Awareness, because long-term revenue depends on recognition.","correct":false,"explanation":"Awareness fills the pool of potential subscribers but does not secure recurring income from current ones. Retention matters more because long-term subscription revenue depends on renewals."},{"text":"Acquisition, because long-term revenue depends on sign-ups.","correct":false,"explanation":"Acquisition creates new subscriptions, but repeatedly replacing customers can be costly. Retention is especially important because continued renewals generate the business’s long-term revenue."},{"text":"Purchase, because long-term revenue depends on first payments.","correct":false,"explanation":"Purchase begins the subscription relationship, but a single initial payment does not ensure continuing revenue. Retention matters more because long-term revenue depends on repeated renewals."}]}]}],"examCountdown":{"examDate":"2027-05-13","paperLabel":"Paper 1"},"heading":"Stages of the customer journey","title":"Stages of the customer journey Flashcards","topbar":{"backHref":"/a-level/business/ocr/flashcards"},"topicSidebar":"$L38"}]}],"topicId":"16370c1a-15ea-5a03-8b73-236a36528d58","walled":"$L39"}],"$L3a","$L3b"]