The customer journey is the steps taken and decisions made by a prospect in the course of deciding to buy whatever it is that you sell.
The main purpose of defining your customer journey is to guide your sales and marketing team in generating and nurturing leads.
For both big and small businesses, a great customer experience is important and starts when the customer is not yet a customer. When they’re learning about the product, service, and company..
Start by defining who your target audience is
This will help you know who you want to attract and the marketing messages needed to get to them.
Step by Step
The next “step” is kind of a big deal as it’s you understanding and documenting the steps someone goes through in deciding to buy.
The best way to know this is to interview some customers and ask them both why they bought whatever the product or service is, as well as why they bought from YOU.
Then map out their answers into a sequence of decisions.
You may need to interview 10 customers (or more) to get a good understanding of this. You’ll very likely find a common set of steps and decisions taken.
This is the “customer journey” your people took.
Why does this matter?
Because their customer journey is your sales funnel. In the context of conversion, the decisions the prospects take are called micro-conversions, which are the individual decisions leading up to the decision to buy.