Understanding The Customer Buying Journey

Every customer goes on a buying journey, but between discovering a need and becoming a loyal advocate, where does this path take them? Today we will share our findings on a typical customer journey and pinpoint the opportunities in seven simple steps.

Buying journey starts by identifying the need

Behind most purchasing decisions there is a trigger. Very often, businesses miss a big lead or receive a complaint and that drives them into action. Understanding what your customer’s most common triggers are is key. You can then adapt your messaging, collateral and approach accordingly.

Did you know that 88% of consumers consult reviews during their buying journey before they make a purchase? 


Not to be underestimated, this stage is where first impressions are made. Customers are savvier than ever and do their homework, thanks to customer review sites and social media. A good reputation is paramount in the research phase – be it online or offline, people will be talking about how good (or bad) you are.


How and where do your customers look for you during their by buying journey? Are you there? Admittedly, being everywhere is hard, not to mention expensive. However, by optimizing your most successful channels and with the help of marketing automation techniques, you’ll get more customers for your spend. If word of mouth delivers, incentivize your current customers to tell more people. If PPC is important, roll out ad variations regularly to increase performance.

Getting in touch

Make it easy for your customers to make contact with you. It’s as simple as that. A mix of direct communication – for example, live chat and a telephone number, and indirect contact methods, such as web forms and email – work best because not everyone wants to act at that precise moment.


Know your stuff. If someone has taken the time to inquire, be informed and eloquent in your explanation. the old adage “a good product will sell itself” isn’t so accurate in this world of comparison tools, competitive pricing, forums and review sites, but the combination of a great product and service which exceeds expectations is a powerful one.

Did you know that 71% of consumers have ended a company relationship due to poor customer experience


Many see this stage as the final step. It’s not. Yes, the customer has committed in some way, but what happens next can make or break a happy, loyal customer relationship. Clear account/purchase confirmation, after sales care, promotional communication – they make a difference.

Did you know that attracting new customer costs more than keeping an existing one?

Happy customers spread happy feedback, advocators of your business should be rewarded, and rewards equal even happier customers. Look after those who tell their friends how great you are (ultimately selling on your behalf) by introducing loyalty rewards and incentives.

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