What is the buyer journey?

The buyer journey is the first part of the customer experience, before the customer journey. The buyer journey is the process that a user goes through from anonymous user to a paying customer. The buyer journey can be divided into three phases, namely:

1.     Awareness

In this phase, the user is still an anonymous suspect, looking for a solution to a problem. During this phase, the main search is for information about the problem and the various solutions.

2.     Consideration

In this phase the user is more concrete; we call it a prospect. The user knows enough about the problem, and is now looking for solutions. During this phase, different providers and solutions are compared and tested.

3.     Decision

During the final phase of the buyer journey we call the user a lead. In this phase, a little more information is known about the user thanks to so-called micro-conversions. Users in this phase are looking for a concrete contact moment or to solve their problem. After this phase, the user is officially a customer.

Once a user has completed the entire buyer journey, the second phase of the customer experience is initiated: the customer journey.