Which step in the customer journey involves articulating consumer needs?

The step in the customer journey that involves articulating consumer needs is primarily the "Offer" phase. During this stage, organizations focus on understanding and clearly expressing the products or services available to customers that meet their specific needs. This includes detailing how the offerings align with consumer requirements and expectations.

At this point, it’s essential for organizations to translate the information gathered about customer preferences into compelling offerings. By articulating what value the consumer can derive from the offerings, businesses can ensure they are effectively communicating how their solutions can solve problems or enhance experiences for the consumer.

In other phases of the customer journey, such as Engage or Onboard, the focus may be more on initiating relationships or facilitating the use of products rather than defining and detailing consumer needs. The Agree phase revolves around reaching a consensus or contract, which typically assumes that consumer needs have already been established and addressed in the Offer stage. Therefore, identifying and articulating consumer needs fits best in the Offer phase of the journey.