Expand Your Base: 5 Simple Steps to the Customer Journey


The customer journey, otherwise referred to as ‘the customer buying process’, is the trail a customer undertakes prior to making a purchasing decision. It is imperative that salespeople understand the customer journey as it will help them enhance their lead generation and brand awareness, as well as their overall sales strategy.

Here, we reveal the five stages of the customer journey and how you can utilise each stage to grow your business.


1. Recognising a Need or Identifying a Problem

Often viewed as the most imperative step in the customer journey, consumers will first recognise a need or a problem before deciding to purchase a product or service. This need or recognition of a problem can be triggered through internal means (e.g. hunger or thirst) or external stimuli (e.g. digital advertising or word of mouth).


2. Gathering Information

Once a consumer has recognised a problem or a need, the next stage of the process is to find out information about the product or service. The consumer does this so that they can identify and consider the resources that are related to their purchase decision. Potential buyers might find this information in the form of online media, visual, print or through word of mouth.


3. Considering the Alternatives

People will want to analyse the various products and brands based on the ulterior attributes of the product. These are the products that can provide the customer with the same benefits regarding the product they are searching. The attitude of the consumer can greatly affect this part of the journey.

Another important factor is the involvement that impacts the consumer’s process of evaluation. For example, a consumer with a positive buying attitude and greater level of involvement will consider several companies or brands. However, someone with a less positive attitude and lesser involvement will do the opposite.


4. To Purchase or Not to Purchase

This is the stage in which the buying takes place. The final decision to make a purchase can be impeded upon by numerous factors e.g. receiving negative reviews from other consumers or how much authority the seller holds in the industry. For instance, once the consumer has gone through the earlier three stages, the consumer decides they would like to purchase a new jacket. However, once looking at the webpage and finding negative reviews regarding the jacket, they opt against purchasing it.


5. Post-Purchase Behavior

The consumer will then compare the product with that of similar products they have bought in the past and then judge it accordingly. This is the stage that is most important for retaining customers. The outcome of this stage can also influence the buying journey for similar customer decisions in the future. If they like the product they received, they will be more likely to buy from your company in the future.


Digital Marketing and the Customer Journey

There are multiple ways in which competitive businesses can utilise digital marketing to engage their target audience and lead them towards their product. These include:


Now that you know the process in which consumers make purchases and how digital marketing can affect this process, why not find out more about your target demographic by reading our piece Discover the Type of Facebook User Your Target Audience Is. Additionally, take a look at our blog on 7 Snapchat Marketing Tools to Build Your Brand to further your knowledge on branding and influencing your target audience’s purchase decision.