Understanding Buyer’s Journey in Customer Experience

[fa icon="calendar"] 29 Agustus 2019 / by Duma Ambika

When planning to improve the customer experience (CX), business owners must understand how they switch from making inquiries to buying. This process is called “buyer’s journey” and closely related to important things, like brands and marketing. You need to understand the buyer's journey to create effective sales pitches.

Buyer’s Journey Steps in Customer Experience

Customer experience consists of the three main steps in a buyer's journey. They are:


This step describes the customer's rising awareness or understanding of a certain problem. They will think about how to name and solve the problem. For example, when a person experiences tiredness and stiffness on joints, he or she will start researching the symptoms to understand them.


In the consideration stage, the person starts to identify his or her problems, maybe even come up with several solutions. The person from the previous example may finally understand that the physical problems stem from lack of exercising and bad diets. When he or she identifies the main causes, options will start to appear more clearly.


In this stage, the person has determined the possible solutions for the problem. He or she will start determining the options and make purchases to solve the problem. Continuing the previous example, the person will finally decide to shop for healthy foods, take supplements, and apply for a gym membership.

By understanding these stages, business owners can determine the best strategy to market their products.


How to Trace the Buyer’s Journey Elements

To understand the essence of a buyer’s journey, you need to ask the “important questions.” Here are several questions to apply in each research stage about a buyer’s journey.


  • What goals do the customers want to achieve? If they face challenges or problems, how do they want to solve them?
  • What are the consequences if the customers don’t solve the problems?
  • Are the goals or problems more than one? If yes, how will the customers prioritize?
  • How will the customers conduct researches to solve their problems?


  • What kind of solutions do the customers consider?
  • Why do the customers pick the said solutions?
  • How do the customers come up with options or solutions?
  • How do the customers weight the pros and cons of each solution?


  • How do the customers determine their options? What are the criteria they use for the purpose?
  • Are there exterior influences that determine the customers’ final decisions?
  • Why do the customers choose certain solutions? What are the plus points of those solutions compared to others?
  • What are the customers’ expectations of their final options?
  • Must customers conduct specific strategies or preparations to get the products?

By applying these questions in each strategy, you can create compelling marketing strategies that attract more customers. You can also introduce your brands' specific values and keep your customers loyal because your brands can solve their problems.


Buyer’s Journey and Inbound Marketing

Understanding the buyer's journey helps you creating an inbound marketing strategy. It refers to the making of promotional contents that attract prospective customers with specific needs. Instead of reaching out and convincing people to shop, you make them realize that your brand is the solution to the specific problems they have.

For example, if you make custom cakes for a wedding or birthday, you can plan content marketing plans that target common questions. How can creative customers go with their suggestions? Are those cakes suitable for people with specific allergies? Do you have options with healthy or vegan ingredients? How convenient is the delivery policy?

Inbound marketing requires you to blend the customers’ persona with the right marketing context. The result makes your customers realize what they need, and how your products can fulfill them.


Buyer's journey is an important part of customer experience. Understand how prospective customers think before they decide to buy the products. It can help you in creating a perfect marketing plan.

Leads Generation Strategy Part 1

Topics: customer experience, digital marketing

Duma Ambika

Written by Duma Ambika