Customer journey

A customer journey consists of the different steps a prospective or existing customer goes through. It starts with orientation and ends with a purchase. An optimal journey is designed in such a way that you deliver the best possible experience from start to finish. You can only achieve this once you have fully mapped the journey. That allows you to assist your customer at the right moment and add value throughout.

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Customer journey

What is a customer journey?

Today’s buyers are better informed because more information is available. Intrusive sales techniques have therefore become far less effective. It is more important than ever to map the customer journey and respond to it at the right time and in the right way.

The customer journey is the purchasing process a customer follows. Before a purchase takes place there are several crucial moments that influence the customer’s choice. This process also differs by persona and by product or service.

The purchasing process consists of becoming aware, considering and evaluating, and deciding to move forward with a purchase.

The three stages of the customer journey

The customer journey is made up of three stages. These stages show how the process unfolds, from the awareness stage to the consideration stage and finally the decision stage.

The buyer becomes aware of a problem or need.

The problem is defined and different solutions are explored.

Solutions are compared and a final choice is made.

The buyer becomes aware of a problem or need.

The problem is defined and different solutions are explored.

Solutions are compared and a final choice is made.

A successful sales process

Aligning the sales process with the customer journey is essential for success. A customer journey map helps you identify what a customer needs in order to be helped in the right way.

Marketing activities are aligned with those needs and, by creating the right touchpoints, you are visible to the target audience at key moments in the journey. A customer journey also clarifies in which stage it is wise to allocate a bit more or a bit less budget. It provides direction so you can continue to optimise on the basis of data.