The customer journey is the experience a customer has with a company, from the moment they first become aware of the company and its products or services to the moment they make a purchase and beyond. It includes every interaction a customer has with a company, whether it be through the company’s website, social media, customer service, or in-store. Understanding the customer journey is important because it can help a company identify points of friction or confusion for customers and make changes to improve the overall customer experience.
The customer journey typically involves several stages, including:
- Awareness: The customer becomes aware of the company or product and starts to consider it as a potential solution to a problem or need.
- Consideration: The customer evaluates the different options available and begins to narrow down their choices.
- Decision: The customer makes a decision to purchase the product or service.
- Purchase: The customer completes the purchase process and becomes a customer.
- Retention: The company works to retain the customer and encourage repeat purchases.
- Advocacy: The customer becomes an advocate for the company, sharing their positive experiences with others.
Why Do You Need To Understand Customer Journey?
Understanding the customer journey is important for businesses because it helps them uncover opportunities to improve the customer experience and increase customer satisfaction. By understanding the different stages of the customer journey and the needs and expectations of customers at each stage, companies can design marketing and sales strategies that are more effective at converting leads into customers and retaining those customers over the long term.
Does the content consumption of a prospect indicate its customer journey?
YES! It absolutely does give you a better insight than guessing your way out of a cold call. Knowing what type of content and frequency of consumption could indicate some purchase behaviour of the individual.
Image Source: Hubspot
Content plays a vital role in the B2B buyer journey because it helps educate and inform customers about a company and its offerings. At each stage of the journey, customers have different needs and are looking for different types of information.
For example, at the beginning of the journey, a customer may be looking for general information about a product or service and its features and benefits. As they move further along in the journey, they may be looking for more specific information, such as pricing, reviews, and comparisons with similar products or services.
By providing relevant and valuable content at each stage of the buyer journey, a company can help guide and persuade customers to make a purchase.
At the end of the day, sales and marketing teams must be aligned on this action plan to ensure that each lead is carefully and respectfully taken care of based on the data points captured.
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.
Follow me on my socials:
Facebook (A spark of B2B)
Twitter (aSparkofB2B)
LinkedIn (a-spark-of-b2b)
