Buying journey and customer journey: understanding the differences for a better sales strategy

The buying journey And the customer journey, often considered as interchangeable concepts, actually have distinct nuances that allow them to be differentiated. The customer journey encompasses a series of experiences a customer experiences before, during, and after their purchase, with an emphasis on customer loyalty and lifelong value rather than the simple buying process. This “journey” through the digital platform highlights the importance of useful and relevant content and aims to maintain a relationship with the brand by meeting the needs and pain points (real or perceived needs) of customers.

In the digital age, digital platforms allow for continuous interaction and the construction of a relationship with customers, from the recognition of a problem by the consumer to the decision to purchase. This course offers a thorough understanding of consumer behavior, allowing businesses to adjust their sales strategy and implement an inbound marketing strategy to generate qualified leads. In addition, the customer journey can be measured using marketing KPIs such as Net Promoter Score and customer retention rate, while benefiting from additional analysis using tools like Google Analytics.

Defining the buying journey

The customer buying journey is a complete process that the consumer goes through, from recognizing a need or problem to acquiring a product or service that meets it. This course, also known as Purchase funnel, is characterized by several key steps:

1. Identifying the problem : The consumer becomes aware of a specific need or problem.
2. Looking for solutions : Exploring the options available to meet this need.
3. Evaluating options : Comparison of the various possible solutions.
4. Buying decision : Choice of the most suitable solution and completion of the purchase.
5. Post-purchase experience : Evaluation of the purchase made and the experience lived.

The diversity of buying journey varies significantly depending on the product or service in question. For purchases involving strong involvement, the journey is often omnichannel and can extend over a significant period of time, integrating optimized marketing actions to improve the shopping experience and positively influence consumer decisions. Advertising investments are carefully studied to determine the most effective touchpoints prior to a purchase, underlining the importance of understanding this journey to maximize sales chances and anticipate the behaviors of other potential customers.

The key stages of the buying journey

The buying journey consists of eight key steps, divided into three categories: pre-purchase, purchase and post-purchase:

Pre-purchase

1. Recognition of the need : The consumer identifies a need or problem to be solved.
2. Looking for solutions : The consumer is looking for information to meet their needs.
3. Comparison of options : Assessment of the various solutions available.

Purchase

1. Buying decision : The consumer chooses the most suitable solution.
2. Receiving the product or service : The consumer receives the product or benefits from the service purchased.

Post-purchase

1. Assessment : After the purchase, the consumer evaluates their experience and the product or service.
2. After-sales service : Assistance provided to the consumer in case of need.
3. Loyalty and recommendation : The consumer becomes loyal to the brand and recommends the product or service to others.

Let's highlight the importance of content marketing, which plays an indispensable role at each stage, with different types of content adapted to each phase of the journey.

The types of content adapted to each stage of the buying journey

Pre-purchase

1. Recognition of the need :
   • Educational content : blog posts, infographics, and educational videos that help consumers understand their needs or problems.
   • Inspiring content : posts on social networks or articles that arouse the recognition of a need or desire.
2. Looking for solutions :
   • Guides and e-books : provide in-depth information on the various solutions.
   • Webinars and tutorials : show how different solutions can meet the need.
3. Comparison of options :
   • Comparatives and case studies : help assess the various options by presenting comparative analyses or examples of other consumers.
   • Reviews and testimonies : provide feedback from other users.

Purchase

1. Buying decision :
   • Detailed product pages : offer comprehensive information about the product or service.
   • Special offers and promotions : can encourage buying.
2. Receiving the product or service :
   • Instructions and user guides : help the consumer start using the product or service.
   • Order confirmation and delivery tracking : reassure consumers about their purchase.

Post-purchase

1. Assessment :
   • Satisfaction surveys and feedback forms : allow the consumer to gather the opinion of the consumer on his shopping experience and the product.
2. After-sales service :
   • FAQ and support materials : offer answers to common questions and help with problems.
   • Live chat and phone support : provide personalized help.
3. Loyalty and recommendation :
   • Loyalty programs and exclusive offers : encourage repeat purchases.
   • Incentives for sharing experiences and sponsorship : encourage recommendations to other consumers.

Each of these contents must be adapted to the context and specific needs of consumers at each stage, to guide them effectively through their buying journey.

Defining the customer journey

The customer journey, sometimes used interchangeably with the term customer buying journey, refers specifically to actions that precede a direct sale. This journey encompasses the sum of the interactions experienced by a customer with a business through various contact points. It starts as soon as the customer realizes a need and looks for information, not just during the buying process. Here are the main phases of customer journey :

• Before buying : Recognition of the need, Search for solutions.
• Purchase : Acquisition of the product or service.
• After the purchase : Post-purchase interactions such as customer service or online reviews.

The customer journey is becoming more and more complex with the adoption of new technologies and the advent of omnichannel experiences. It is important for businesses to understand and optimize this journey in order to convert prospects into satisfied and loyal customers. The cartography of customer journey makes it possible to identify points of contact and areas for improvement. The specificities of customer journey may vary considerably depending on the industry and the product or service. This journey is closely linked to the customer experience and to the creation of a seamless customer journey. Analyzing and understanding the customer journey is essential for businesses because it allows them to optimize their marketing efforts and improve the customer experience.

The stages of the customer journey

The customer journey is broken down into several key steps, each of which plays a key role in building a lasting relationship between the customer and the brand. Here is a structured overview of these steps:

1. Recognition of the need : The customer becomes aware of a specific problem or need. This awareness can be triggered by a variety of factors, such as advertising, word of mouth, or personal experience.
2. Looking for solutions : Armed with this recognition, the client engages in an active search for information to find potential solutions. This step often involves using search engines, consulting brand websites, and looking for reviews from other consumers.
3. Comparison of offers : With the information collected, the customer compares the various options available, weighing the pros and cons of each solution. Comparison criteria may include price, features, user experience, and customer reviews.
4. Decision and purchase : Once the ideal solution is identified, the customer makes the purchase. This step can take place online or in-store, depending on customer preferences and the options offered by the brand.
5. Reception and use : The customer receives the product or service and starts using it. The experience during this phase is crucial for overall customer satisfaction.
6. Assessment : After using the product or service, the customer assesses their experience. This assessment can result in the sharing of opinions online, thus contributing to the stage of finding solutions for other consumers.
7. Maintenance and after-sales service : In case of problems or questions, the customer seeks help from the brand. Responsive and effective customer service is critical to maintaining customer satisfaction.
8. Loyalty and recommendation : If the customer experience is positive, they are more likely to remain loyal to the brand and recommend their products or services to others, thus acting as a brand ambassador.

By understanding and optimizing each step of the customer journey, businesses can strengthen their relationships with customers, improve customer satisfaction and loyalty, and ultimately increase business success.

Comparison between the buying journey and the customer journey

It is essential to distinguish between customer journey ofthe buying journey, although the two concepts are closely linked. Here is a clear comparison between the two, based on the key information provided:

Buying journey

• Focus : On the buying process itself, from the recognition of the need to the purchase.
• Stages : Identifying the problem, finding solutions, evaluating options, buying decision, and post-purchase experience.
• Objective : Driving the consumer to make a purchase.

Customer journey

• Focus : On all interactions between the customer and the brand, before, during, and after the purchase.
• Stages : Recognition of the need, search for solutions, comparison of offers, comparison of offers, decision and purchase, reception and use, evaluation, maintenance and after-sales service, loyalty and recommendation.
• Objective : Building a lasting relationship and brand loyalty.

The customer journey should not be confused withcustomer experience, which represents the entire post-purchase process, including customer service, satisfaction surveys, and recommendations. This border is fundamental for businesses looking to optimize their marketing strategy and to improve the overall customer experience.

Sales cycle and buying journey mapping

The sales cycle And the shopping journey mapping are two important elements in understanding how customers interact with a brand, but they are at different levels of the marketing spectrum. Here's how they compare and integrate into the buying journey and the customer journey:

• Sales Cycle (Sales Funnel):
  • Positioning: Is mainly part of the buying journey.
  • Objective: Focuses on the steps a prospect takes to become a customer, with a particular focus on conversion.
  • Application: Used by sales teams to optimize conversion strategies at every stage, from initial contact to retention.
  • Perspective: Internal, focused on how the company can influence and support the prospect towards the purchase.
• Shopping Journey Mapping:
  • Positioning: Integrates into both the buying journey And the customer journey.
  • Objective: Provides an overview of customer interactions with the brand at all levels, aimed at identifying opportunities to improve the overall experience.
  • Application: Used by marketing teams to understand and improve the customer experience at every touchpoint, which can positively influence buying decisions and loyalty.
  • Perspective: External, focused on the customer's experience and perceptions through their complete journey with the brand.

The sales cycle is a tool that focuses on the buying journey, with an emphasis on conversion and sales, while the shopping journey mapping encompasses a broader vision, touching both the buying journey and the customer journey, with the aim of optimizing the customer experience at each stage. By integrating both approaches, businesses can not only improve conversion rates, but also increase customer loyalty and satisfaction, creating a solid foundation for sustainable growth.

Different, but complementary

Yes, the buying journey and the customer journey are two different concepts, with subtle nuances that distinguish them. But everyone contributes to a single objective: above all, the importance of each step for the commercial success of a company. By understanding these journeys, businesses can not only improve their sales strategy but also build a lasting relationship and loyalty to their brand. So, the customer journey And the buying journey form the foundations of an integrated marketing approach, focused on customer satisfaction and engagement.

To move forward, it is essential for brands to adopt a holistic vision, recognizing that every interaction counts in building a positive customer experience. In-depth analysis and continuous optimization of these journeys offer the opportunity not only to increase sales but also to strengthen the brand image. Ultimately, the key to success lies in aligning marketing efforts with customer needs and expectations, creating a seamless experience that inspires loyalty and propels business growth.

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