How See, Think, Do, Care phases work in CJM?

Key takeways:

  • See phase: Customers become aware of the brand, emphasizing visibility and brand exposure.
  • Think phase: Customers consider various options, conducting research and comparing products/services.
  • Do phase: Customers make a purchase, emphasizing a seamless transaction process.
  • Care phase: Post-purchase, focusing on customer retention and satisfaction through support and relationship-building.
  • Understanding and navigating through these phases helps businesses enhance customer experiences, fostering loyalty and sustained success.

Understanding the ins and outs of customer behavior is crucial for any business aiming to thrive in today’s competitive market. One effective method used by businesses to comprehend customer interactions and needs is the Customer Journey Map (CJM). Within this framework, the See, Think, Do, Care phases play a significant role in comprehending and addressing customer experiences.

Let’s break down these phases to grasp their importance:

1. See phase

The journey initiates with the ‘See’ phase, where potential customers become aware of your brand. It’s the moment they recognize a need or a problem they seek to solve. This phase emphasizes the significance of visibility and brand exposure. Effective marketing strategies, advertisements, social media presence, or word-of-mouth recommendations often influence customers during this phase. Businesses must focus on creating a positive and lasting first impression to attract and retain potential customers.

It’s all about awareness, grabbing attention, and sparking curiosity. The goal here is not to sell, but rather to pique the customer’s interest and invite him to explore further.

2. Think phase

Once customers are aware of your brand, they enter the ‘Think’ phase, where they start considering various options available to fulfill their needs. This phase involves extensive research, comparison, and evaluation of products or services. Customers seek information, read reviews, and compare features, pricing, and benefits. Companies must ensure that their offerings stand out by highlighting unique selling propositions and providing valuable, easily accessible information to aid customers in their decision-making process.

This is where you should become a trusted guide, offering valuable content, answering questions, and addressing the pain points. Educational e-books, informative webinars, and helpful FAQs are your weapons here. Show the customers why your offering is the missing piece to their puzzle.

3. Do phase

The ‘Do’ phase marks the point where customers make their decision and commit to a purchase. This phase involves the actual transaction, where customers buy the product or engage in the service offered. It’s essential for businesses to streamline the purchasing process, ensuring it is hassle-free, secure, and meets customer expectations. A seamless and user-friendly interface, along with various payment options, contributes significantly to a positive customer experience during this phase.

Remember, a good impression here can turn new customers into loyal customers.

4. Care phase

Post-purchase, the ‘Care’ phase comes into play, focusing on customer retention and satisfaction. This phase is often overlooked but holds immense importance. It involves providing excellent customer service, offering support, seeking feedback, and building long-term relationships with customers. By addressing concerns, resolving issues promptly, and staying connected with customers, businesses can foster loyalty and turn one-time buyers into advocates for their brand.

This is where you nurture relationships and go the extra mile. Personalized thank-you emails, exclusive rewards programs, and prompt post-purchase support are all ways to make customers feel valued and keep them coming back for more.


Understanding these phases and the customer journey as a whole allows businesses to tailor their strategies at each stage, ensuring a seamless and satisfying experience for customers. By empathizing with their needs, businesses can forge stronger connections, boost customer satisfaction, and ultimately drive growth and success.

In conclusion, the See, Think, Do, Care phases in customer journey mapping serve as a roadmap for businesses to comprehend, analyze, and enhance customer experiences. By effectively navigating through these phases, companies can build stronger relationships with their customers, resulting in increased brand loyalty, positive word-of-mouth, and sustained success in the market.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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