LAB Pro julkaisee ammattiyhteisölle suunnattuja artikkeleita, jotka voivat olla mm. katsauksia oman alan opetuksen kehitykseen, hankkeiden kuulumisia tai perusteltuja kannanottoja ajankohtaiseen keskusteluun.
ISSN: 2670-2045
LAB Pro
From strangers to superfans: A short and practical customer journey guide for SMEs
Most small and medium-sized enterprises (SMEs) aim to turn strangers into loyal customers. This article goes through the different stages of the customer journey, from initial awareness to advocacy, and it offers research-backed tips to guide SMEs in converting one-time customers into repeat buyers or brand “superfans.” By understanding each step of the journey, companies are able to better understand how to build strong relationships with their customers, gain their loyalty, reduce marketing costs, and create organic growth. In the context of the NOKKA project, understanding the customer journey also supports research-driven commercialization as it helps SMEs validate real customer needs, assess market potential for new innovations, and prepare for successful market entry.
