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Customer Journey

It happens less often than desired: a visitor who visits your website for the first time and immediately becomes a paying customer.

Just like you don't just walk into a dealership, choose a car, pay, and drive away. Before this happens, a potential customer goes through several steps.


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In brief

What is a Customer Journey?

Many companies don't have a clear picture of how their customers research, what they find important, or when the company comes into view for the potential buyer. The steps your leads need to take to become customers are documented in the customer journey, also known as the 'client journey'.

The Customer Journey is the process your customers go through with your company. This covers everything from the first to the last interaction someone has with your company. The customer is central here, not your company.

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The Value of a Customer Journey

Not having sufficient insight into the Customer Journey carries the risk that you might, perhaps unconsciously, have negative touchpoints with your (potential) customer. In every customer journey you'll find touchpoints: contact moments where the customer comes into contact with your company. Examples of touchpoints include your social media profile, your social media posts, reviews from other customers, your customer service, or your webshop.

It's important to emphasize that a well-thought-out customer journey is essential for any successful marketing strategy. By analyzing and optimizing the different phases and touchpoints of the customer journey, you can provide an optimal experience that leads to higher conversions and customer loyalty.

Creating and maintaining buyer personas helps you better understand the needs and expectations of your ideal customers, making you better able to tailor your content and build a lasting relationship with your target audience.

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The 5 Steps of the Customer Journey

  1. Orientation phase: The customer searches for solutions to their problem and considers different options.
  2. Consideration phase: The customer compares the different solutions.
  3. Purchase phase: If your solution is preferred, the customer proceeds to purchase.
  4. Usage phase: You support the customer in using your product or service.
  5. Evaluation phase: The customer evaluates their experience and may be asked to leave a review or be enticed to make a repeat purchase.
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It's All About Your Customer

Whether you sell products or not, you always have a goal with your website. We map out this goal with the customer journey. We research your target audiences and their goals, needs, fears, and motivations to take action or not.

We then look at how we can guide your customers through the different steps of the customer journey. This goes deep: from the visual aspect and color use to the content you create and where you share that content. Everything is aimed at turning your visitors into customers.

With a detailed customer journey in hand, you know exactly what needs to happen to grow your business.

Questions and Answers

What is the Customer Journey?

The Customer Journey - also called 'client journey' - is the path a customer or visitor takes from the first contact with your company to the final purchase and beyond. It encompasses all interactions a visitor or customer has with your brand, from marketing and sales to customer service and after-sales support.

Why is the Customer Journey important?

An optimized Customer Journey leads to higher customer satisfaction, loyalty, and revenue. It helps you as a company better respond to the needs and expectations of your visitors and customers.

What are the five main phases of the Customer Journey?

The Customer Journey typically consists of five main phases: Awareness, Consideration, Purchase, Retention, and Advocacy. Each phase has its own characteristics and challenges that must be carefully managed to ensure a seamless experience.

What does a Customer Journey research deliver?

The phases of the orientation and choice process are represented through a so-called customer journey mapping. This provides insight into the journey a customer makes based on the contact moments (touch points) with an organization and how these contact moments are experienced by the consumer. Based on this, a priority matrix can be created, showing the areas for improvement for the organization. This includes, for example, a distinction between assessment and importance of certain aspects. To ensure concrete starting points for improvement, personas can also be created that focus on the needs and experiences of specific customers and target groups.

Do I really need a Customer Journey map?

With a Customer Journey map, your company gets a good picture of your customer service performance. Such a representation gives you objective insights into the complete process, showing you where the actual customer experience deviates from the desired experience. You also see how customers interact with your brand and whether your shopping journey has a logical layout.

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Curious how we can develop such a customer journey for you? Contact us; Pim is happy to help you!

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Link met Pim (Creative Director)