Nobody likes feeling misunderstood. We also hate being let down, especially when someone promises something to us and they don't make good on it. That's just human nature, and buyers are no exception. Get better at satisfying your buyers and meeting their needs by understanding their experiences.
A Buyer Journey is the process that buyers go through from (1) the point of first becoming aware of their needs or problems; to (2) then considering and comparing different potential solutions for their problems; and to (3) finally purchasing their selected solution. The Buyer Journey ends at the moment of purchase.
SiriusDecisions, a global B2B research and advisory firm (acquired by Forrester), assigns three main phases to the Buyer Journey: 1) EDUCATION 2) CONSIDERATION 3) SELECTION Under each main phase, there are also sub-phases.
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What is your persona's goals and expectations here?
What specific triggers brought them to this stage?
What barriers will stop them from moving along the journey?
Which touch points (both digital and human) are they facing at this stage?
What specific actions are they taking in relation to the touch points mapped to this stage?
By doing this exercise, you can clearly identify what your buyers are going through, what you're doing right for them as they go through their journey, where you could be doing better, and ultimately how you can improve their buyer experience overall.
If you need help mapping this out, want a clear template or just some best practice insights from a specialist, we'd love to help.
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