Customer journey and its role in marketing

The most important thing for a company is its customers. Knowing them and knowing what their main reasons for buying are and what influences them most when they purchase a product or service is a task that can be helped by the customer journey. Generating value, offering different shopping experiences and giving them benefits that other brands do not have, is a plus for them to get closer to your business.

Identifying which strategies are the most favourable when it comes to capturing the attention of your customers is paramount, which is why "getting into the mind" of your consumers is perfect for analysing, developing and offering content that has the right message, close and punctual, in order to capture their attention.

What is the customer journey?

The customer journey is a process or tool of inbound marketing linked to design thinking, that helps you to trace the purchase map of your consumers. With this you can identify each of the stages, interactions, channels and elements that your customers go through during the buying cycle.

According to Doppler90% of dissatisfied consumers believe that they have no space to give their opinion, or that their opinion will not be taken into account. This is why it is important to be close to them, to create connections through the digital channels that your business has, so that they can express themselves and you can understand their behaviour a little better.

Our customers always want to be heard and giving them the opportunity to do so is an added value that the customer journey and that will surely not only satisfy them, but will also help you to get to know them better.

Stages of the customer journey

As we have already told you, the customer journey analyses how the customer goes through the purchasing process; so in order to identify the journey to make the final decision to buy, you must take into account the following stages:

Visibility - discovery

The consumer has not yet identified their problem very well and this is where your company must help them to do so. It's your time to shine! Capturing all these actions and identifying which are their doubts to solve, are invaluable material for your brand to create eye-catching content and attract them to your business. 

Options - consideration

Your leads have already identified the problem and this is when they start looking for solutions. Chances are they are considering your brand, so make sure you make a good impact. Grab more of their attention so that you are definitely their buying decision.

Action - purchase decision

Your users are analysing all the available options that meet their expectations and solve their needs, becoming a potential sales opportunity. This moment is not only about the specifications of the product or service, but also about its benefits and buying experience.

Action - purchase

When your customers make their purchase, this indicates that you have correctly guided them through your sales funnel. If they have chosen you, you must now build a close relationship with them so that they will have you at the top of their list in the future.

Loyalty

Your sales opportunities are already your customers, now that you already have a good relationship with them, you have to nurture it by building loyalty to further extend the reach of your brand. Contacting them is a good way to tell them that you care about their comments, their experience and what they need from you, this will strengthen your relationship and will surely be the voice to voice that attracts more sales for your company.

Benefits of Customer Journey Map

1. You will be able to offer a more personalised service or product.
2. You will focus on the particular needs of customers at each stage of the purchase funnel.
3. It will help you to optimise internal processes.
4. It will allow you to focus efforts and expenses on effectiveness and ROI (return on investment).

How to create a customer journey map?

1. Set your goal.
2. Determine the contact points.
3. Divide the process into phases.
4. Analyse the experience in each of the phases.
5. Gather information on your customer's experience.
6. It graphically captures all the information gathered.

Learn about Inbound Marketing and how your company can benefit from it.l.

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