How to understand your customer’s journey?

What does the term “customer journey” mean?

Customer journey is the process that the customer goes through from familiarization with the product to its purchase.

The traditional approach is that this journey consists of 3 main phases:

1. Information phase

2. Consideration phase

3. Decision-making phase

During the information phase , customers identify their problems and discover opportunities they would like to take advantage of. They do a bit of research and try to get the best sense of their problems and name them. Important questions to answer:

• „How do buyers describe their goals and challenges?“
• „Are there any misconceptions that customers have about solving a challenge or achieving a goal?“

During the consideration phase , buyers have a clearly defined problem and begin to assess all ways and methods to solve the challenge and achieve their goal. At this stage, it is good to ask:

• „What categories of solutions are the customers considering?“
• „What category information do customers receive?“
• „What are the advantages and disadvantages of each category that customers notice?“

In the decision-making phase , customers are already choosing the final method or approach they want to apply that best suits their needs. This time, it is good to answer questions such as:

• „What criteria do customers use to evaluate the available offers?“
• „Do customers have any expectations before the purchase?“
• „What are customers' concerns about your offer?“

However, a number of other modern approaches already exist, which divide the customer's journey into several different stages. It's up to you which way you choose.

5 questions to ask yourself to understand the customer's journey

If you want to take a customer-oriented approach in your company, learn to think and answer the following 5 questions every time:

1. Who's the customer?

At the outset, it is always important to remember that each customer is different and thus has different needs. Find out who he/she is and understand their individual needs and requirements before you start thinking about their thinking and their path.

2. What is the customer's real goal?

Customers rarely contact companies knowing exactly what they want and need. Most of the time, there is a lot more to it – many times clients come up with the idea that they need to improve the processes in their company, but they do not know how and when.

3. What did the customer do right before this?

It is always crucial for a customer to look at what he/she has done or thought about before he/she interacts with you.   

4. What will the customer do immediately afterwards?

When a customer interacts with your company, it is seldom clear that this is the last step in their journey. Therefore, you should always consider what he/she will do next and how you can best help them.

5. What will make our customer happy?

Don't just focus on what satisfies the customer's basic needs. Think about what you could offer them to meet their real goal and provide them with the most positive experience possible.