Mastering Your Customer Journey: Using the TOWS Matrix to Create Customer Advocacy

In today’s competitive business landscape, mastering the customer journey is essential for sustainable success. Understanding the different stages a customer goes through, from initial awareness to making a purchase and becoming a brand advocate, can provide valuable insights for businesses looking to improve their customer experience. One framework that can help businesses navigate this journey is the TOWS Matrix, a strategic tool that enables them to identify opportunities and threats, leverage their strengths, and overcome their weaknesses. By integrating the TOWS Matrix into their customer journey, businesses can create a robust customer advocacy strategy that cultivates stronger customer relationships and turns customers into advocates.

Understanding the Customer Journey

Before diving into the intricacies of the TOWS Matrix, it’s crucial to have a clear understanding of the customer journey. Visualize the customer journey as a winding river, with its various bends and twists representing the different touchpoints and interactions a customer has with your brand. From the first time they become aware of your products or services to their decision to become a loyal advocate, each step in the journey presents a unique opportunity to nurture the customer relationship.

Imagine a customer embarking on their journey with your brand. They start by stumbling upon an advertisement for your product on social media. Intrigued, they click on the ad and are directed to your website. As they explore your website, they are greeted with visually appealing images, compelling product descriptions, and glowing customer reviews. This initial interaction sparks their interest and prompts them to sign up for your newsletter to stay updated on your latest offerings.

With their curiosity piqued, the customer decides to make their first purchase. They navigate through your user-friendly online store, adding items to their cart and proceeding to the checkout page. Here, they encounter a seamless and secure payment process, instilling confidence in their decision to buy from your brand.

After their purchase, the customer receives a personalized thank-you email expressing gratitude for their support. This thoughtful gesture makes them feel valued and appreciated, further strengthening their connection to your brand. As they continue to use your product, they find it exceeds their expectations, leading to a sense of satisfaction and delight.

Customer advocacy, defined as customers actively promoting and advocating for your brand, is a powerful asset that can drive growth and success. When customers become advocates, they not only make repeat purchases but also spread positive word-of-mouth recommendations, attracting new customers and building brand credibility. To harness the power of customer advocacy, businesses need to understand its importance and the role the TOWS Matrix plays in achieving it.

The Importance of Customer Advocacy

Customer advocacy is like a strong current that propels your business forward. It elevates your brand by creating a network of loyal customers who actively advocate for your products or services. These advocates not only generate valuable referrals but also act as trusted sources of information, influencing others’ purchasing decisions. Customer advocacy builds brand reputation, fosters customer loyalty, and significantly reduces customer acquisition costs.

Imagine a scenario where a satisfied customer shares their positive experience with your brand on social media. Their post reaches hundreds, if not thousands, of their followers, who trust their opinion. These followers, intrigued by the glowing recommendation, decide to give your brand a try. As they become customers themselves, they too may join the ranks of your advocates, continuing the cycle of positive word-of-mouth and brand growth.

Moreover, customer advocacy creates a sense of community around your brand. Advocates often engage with your brand on social media, sharing their experiences, offering feedback, and even suggesting improvements. This active participation fosters a sense of belonging and strengthens the bond between your brand and its advocates.

The Role of TOWS Matrix in Customer Journey

Just as a compass guides a hiker along a challenging trail, the TOWS Matrix serves as a strategic compass for businesses on their customer journey. This framework assists businesses in identifying the strengths, weaknesses, opportunities, and threats present at each stage of the customer journey. By analyzing these factors, businesses can formulate effective strategies that maximize their strengths, minimize their weaknesses, capitalize on opportunities, and mitigate threats.

Imagine a business using the TOWS Matrix to analyze their customer journey. They identify their strengths, such as a user-friendly website, high-quality products, and exceptional customer service. Recognizing these strengths, they leverage them to create a seamless and enjoyable customer experience. They invest in website optimization, ensuring easy navigation and fast loading times. They also prioritize product development, continuously improving and innovating to meet customer needs.

However, the TOWS Matrix also highlights weaknesses that need to be addressed. The business realizes that their social media presence is lacking, limiting their reach and potential for customer engagement. To overcome this weakness, they develop a comprehensive social media strategy, creating engaging content, and actively interacting with their audience. This strategic move helps them expand their brand’s visibility and connect with a wider customer base.

Furthermore, the TOWS Matrix uncovers opportunities for growth. The business identifies emerging market trends and customer preferences, such as a growing demand for sustainable products. Recognizing this opportunity, they align their product offerings with eco-friendly alternatives, attracting environmentally conscious customers and gaining a competitive edge.

Lastly, the TOWS Matrix alerts the business to potential threats that could impact the customer journey. They identify fierce competition in the market, with rival brands offering similar products at lower prices. To mitigate this threat, the business focuses on enhancing their value proposition, emphasizing the unique benefits and value their products provide. They also invest in customer retention strategies, ensuring that their existing customers remain loyal despite tempting offers from competitors.

The TOWS Matrix Explained

Imagine the TOWS Matrix as a magnifying glass that allows businesses to zoom in on their internal and external environment. It helps businesses gain a comprehensive understanding of the factors that impact their customer journey and enables informed decision-making. The TOWS Matrix consists of four quadrants, each representing a unique combination of internal and external factors.

The Four Quadrants of TOWS Matrix

In the first quadrant of the TOWS Matrix, businesses identify their strengths and opportunities. This is akin to a business standing on a mountaintop, surveying the vast landscape of possibilities. By leveraging their strengths and capitalizing on opportunities, businesses can forge a strong and successful customer journey.

The second quadrant of the TOWS Matrix highlights weaknesses and opportunities. Just as a traveler identifies potential hazards on their path, businesses need to identify their weaknesses and seize opportunities for improvement. This quadrant prompts businesses to address their weaknesses and convert potential threats into opportunities.

The third quadrant focuses on strengths and threats. Think of this quadrant as a business standing strong in the face of adversity, ready to combat external threats. By leveraging their strengths, businesses can overcome threats and navigate the customer journey successfully.

The final quadrant highlights weaknesses and threats. In this quadrant, businesses must confront the challenges they face head-on. By addressing weaknesses and mitigating threats, businesses can chart a course that leads to customer advocacy.

How to Use the TOWS Matrix for Strategic Planning

Now that we understand the four quadrants of the TOWS Matrix, let’s explore how businesses can utilize this powerful tool for strategic planning in the customer journey. To effectively employ the TOWS Matrix, businesses should follow these steps:

  1. Identify your strengths: Take stock of your unique competitive advantages and core competencies. These strengths will serve as the foundation for your customer advocacy strategy.
  2. Recognize your weaknesses: Honestly assess the areas where your business falls short. Identifying weaknesses is essential to develop strategies that overcome these challenges.
  3. Exploit opportunities: Look out for emerging trends, market gaps, and untapped customer needs. By capitalizing on opportunities, you can stay ahead of the competition and nurture customer advocacy.
  4. Mitigate threats: Anticipate potential obstacles and challenges that may arise in your customer journey. Being proactive in managing threats will help you maintain your customers’ trust and loyalty.

By systematically analyzing each quadrant of the TOWS Matrix, businesses can develop a strategic roadmap that optimizes their strengths, minimizes weaknesses, exploits opportunities, and mitigates threats throughout the customer journey.

Strategic planning is a crucial aspect of any business. It involves setting goals, defining strategies, and allocating resources to achieve long-term success. The TOWS Matrix provides a structured framework for businesses to assess their internal and external environment, enabling them to make informed decisions and develop effective strategies.

When businesses use the TOWS Matrix, they gain a deeper understanding of their strengths, weaknesses, opportunities, and threats. This analysis allows them to identify areas where they excel and areas where they need improvement. By leveraging their strengths and addressing their weaknesses, businesses can position themselves for growth and success.

Furthermore, the TOWS Matrix helps businesses identify opportunities in the market. By analyzing market trends, customer needs, and competitor strategies, businesses can uncover untapped opportunities that can lead to a competitive advantage. Exploiting these opportunities allows businesses to differentiate themselves from their competitors and attract more customers.

On the other hand, the TOWS Matrix also helps businesses identify potential threats. By analyzing the external environment, businesses can anticipate challenges that may arise and develop strategies to mitigate them. This proactive approach ensures that businesses are prepared to navigate through obstacles and maintain their competitive position.

Overall, the TOWS Matrix is a valuable tool for strategic planning in the customer journey. It provides businesses with a comprehensive view of their internal and external factors, allowing them to make informed decisions and develop effective strategies. By utilizing the TOWS Matrix, businesses can optimize their strengths, minimize weaknesses, exploit opportunities, and mitigate threats, ultimately leading to long-term success and customer advocacy.

Integrating the TOWS Matrix into Your Customer Journey

Now that we have a grasp of the TOWS Matrix’s value, let’s explore how businesses can integrate it into their customer journey to create a holistic customer advocacy strategy.

Identifying Opportunities and Threats in Your Customer Journey

Businesses need to put on their detective hats and investigate the various touchpoints and interactions within their customer journey. By scrutinizing these touchpoints and analyzing customer feedback, businesses can identify potential opportunities to enhance the customer experience and identify any threats that may hinder customer advocacy.

Leveraging Strengths and Overcoming Weaknesses

Once businesses have identified their strengths and weaknesses within the customer journey, it’s time to leverage those strengths and overcome weaknesses. Just as a skilled climber uses their strength and technique to conquer a challenging summit, businesses must utilize their strengths to deliver exceptional customer experiences. By addressing weaknesses, businesses can fortify their customer journey, leaving no room for doubts or dissatisfaction.

Creating a Customer Advocacy Strategy with the TOWS Matrix

The TOWS Matrix serves as a blueprint for businesses seeking to develop a robust customer advocacy strategy that transforms customers into loyal advocates.

Building Stronger Customer Relationships

Customer relationships are like bridges that connect businesses with their customers. By nurturing these relationships and investing in personalized experiences, businesses can build a foundation of trust and loyalty. By leveraging the insights gained from the TOWS Matrix, businesses can pinpoint areas where they can strengthen customer relationships and create lasting connections.

Turning Customers into Advocates

Transforming customers into advocates requires businesses to go beyond satisfying their needs and expectations. It involves creating remarkable experiences that exceed customer expectations, leaving a lasting impression. When customers feel valued, heard, and appreciated, they naturally become advocates who passionately spread the word about your products or services.

Measuring the Success of Your Customer Advocacy Strategy

To ensure continuous improvement and gauge the effectiveness of your customer advocacy strategy, it’s crucial to measure key performance indicators (KPIs) that align with your business goals.

Key Performance Indicators for Customer Advocacy

A comprehensive set of KPIs can provide valuable insights and help businesses gauge the success of their customer advocacy strategy. Some KPIs to consider include:

  • Net Promoter Score (NPS): Measures customer loyalty and advocacy by gauging the likelihood of customers recommending your brand to others.
  • Customer Lifetime Value (CLTV): Tracks the value customers bring to your business over their entire relationship, helping you understand the impact of customer advocacy on revenue.
  • Referral Tracking: Enables businesses to measure the number of new customers acquired through existing customers’ referrals, reflecting the effectiveness of advocacy efforts.

By regularly monitoring these and other relevant KPIs, businesses can make data-driven decisions to enhance their customer advocacy strategy and continuously improve their customer journey.

Continual Improvement of Your Customer Journey

Just as a river constantly evolves and changes its course, businesses must continually assess and refine their customer journey. The TOWS Matrix serves as a vital tool for businesses to identify areas of improvement, anticipate shifts in the market, and adapt their customer advocacy strategy accordingly. By embracing a mindset of continual improvement, businesses can ensure their customer journey remains aligned with their customers’ ever-changing needs and expectations.


Mastering your customer journey is an ongoing endeavor that requires businesses to navigate a complex landscape of opportunities and challenges. The TOWS Matrix equips businesses with a strategic compass, providing a comprehensive framework to identify strengths, weaknesses, opportunities, and threats at each touchpoint of the journey. By integrating the TOWS Matrix into their customer journey, businesses can chart a course towards customer advocacy, building stronger relationships and turning customers into advocates. Remember, the path to mastering your customer journey starts with the TOWS Matrix, allowing your business to unleash the power of customer advocacy and thrive in today’s competitive business arena.

Leave a Comment