The Customer Journey
- Jason Pye
- Nov 17
- 2 min read
It’s essential to make the customer’s life as easy and uncomplicated as possible when they’re considering buying your products or services.
The easier you make it for them to understand, trust, and act, the smoother their journey will be, and the greater your chance of winning the sale.
Sadly, what we see are key missing pieces of the journey. Whilst your customer takes their journey with you through the dark funnel, then making initial contact through to making the final decision to buy or not to buy, they will more often than not find gaps or information that stop them, and it only takes one piece to bring the journey to a standstill.
The issue is that in today's world, it is complicated, and the customer journey has more steps than ever before.
Taking the initial part of the journey through the dark funnel, your prospect or customer is researching a problem your product or service could solve. I am going to name the prospect Jo.
Here’s what might be happening behind the scenes:
Jo visits your website
Jo looks for case studies and examples of success
Jo leverages AI tools for recommendations and information on your company
Jo reads your blogs and checks review sites
Jo talks to peers and colleagues for advice.
If everything they find lines up: your content is helpful, your case studies are relevant, and your reviews are strong, Jo will probably reach out. But imagine everything except one element looks good. Maybe an AI tool surfaces a negative review, or your case study isn’t relevant to Jo’s industry. That single moment of doubt might be all it takes for Jo to eliminate you from consideration — before you’ve even had a chance to speak.
When you consider this is one small part of the journey and the potential steps/touchpoints Jo could have with your company, then you can start to see how complex the customer journey is. However, one thing is for sure: if you have not gone through your customer's journey, then you are blind to seeing what they are or have seen.
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