Customer Journey: What it is and how to use it in your strategy –

Every business needs to know how your sales funnel works, since this will help you improve the process and increase your income. Knowing the path that a potential client is capable of following from the moment they meet us, until the moment of purchase and even loyalty, will bring us even closer to offering them just the message they need depending on the phase where you are.

To correctly visualize this route there is a tool called Customer Journey. Find out in this post what is the customer journey and how you can start applying it to your business model now.

What is the Customer Journey?

It is a model that allows us to know and measure the problems, needs and experiences that a client goes through throughout the different points of contact that he carries out with our company. It refers to customer journey through the different stages and channels that allow you to reach the moment of purchase. In addition, we can extend it to a subsequent after-sales service.

The set of moments that form the customer journeyThey are of vital importance to your business. The perception of your brand acquired by the customer in each of the phases, is capable of determining the purchase of your product or service. Therefore, this tool will not only help you to know what moment each of your users is going through, but also to know where, how and when to act, to make your brand stand out from the competition.

Phases of the Customer Journey

at the time of define the customer journey we must be able to identify each of the stages that compose it. That is, the different points of contact that are established between our brand and the user up to the moment of purchase, as well as later.


We can say that this would be phase 0 of the Customer Journey, that of awareness of the need. The user becomes aware of the need. He has what is known as a pain pointbut you still don’t know if you should do something about it, since you may not even know how to define it or what kind of solutions exist for it.


The user has decided to look for solutions. Do some research on it, compares alternatives and evaluates the different options it finds. You’ll start testing products, looking at reviews, and evaluating vendors, gradually narrowing down your options. At this stage you may even have established some contacts to evaluate the different options.


Finally, the client will decide on that alternative that has offered greater confidence and credibility, trusting that it will meet your expectations and solve your problem. It will carry out the purchase of the product or, where appropriate, the contracting of the service.


It will be essential that your relationship with the client does not end at the previous point. At this stage comes into play after sales customer servicehaving to carry out a follow-up and know at all times that the delivery standards have been met.


It is easier to sell to a customer who has already bought from you before than to one who does not know you, since the effort to reach the moment of purchase from phase 0 of the Customer Journey is greater. In this phase, the customer loyaltybeing able to become a defender of our brand.

How to create a Customer Journey applied to your business

Now that you know the different phases that make up the Customer Journey, The time has come for you to apply this model to your business. We tell you how to do it:

Identification of your Buyer Persona

The first step in developing a Customer Journey is to have defined our Buyer Person. Each Buyer Persona has different needs, looking for different types of solutions. Since in a company we can find different customer profiles, it will be necessary to define a different purchase path for each one of them.

We are not referring to segmenting our target audience, but rather focusing on more specific aspects of a possible ideal client: what he thinks, how he acts, what are his goals, his fears, his goals, etc.

Know your route and contact points

Once our ideal client has been defined, we must arrive at map each of the phases that it crosses, as well as the different points of contact that are established between it and our brand. This will allow us to connect with him and attract him to our product or service, guiding him in the purchase and interacting with him, so that he finally converts and makes him recommend us.

Understand and measure your experience

We must be aware of what the customer experience is like when going through each of the phases. What are the key moments and how can we improve that experience. Identify the expectations and needs established in each phase of the customer journey.

How your company acts at each point of the journey

It is important to establish how our company reacts in each of the points of contact with the client. What mechanisms or actions are we carrying out in each of the phases of contact with the client. Identify the weak points and carry out the corresponding actions to improve that part of the process.

Now that you know what is the customer journey and how to make the most of it in your brand strategy, we recommend that you start implementing this model. Once you know how your customer’s journey is established, you can establish the necessary actions to send the correct message. If you are looking to carry out digital marketing strategies, in we are willing to help you. Don’t hesitate to put yourself in

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