What is a customer journey?

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A customer journey is a customer's purchasing process . The path is expressed as a "journey" by likening it to a journey. It is common to analyze what actions and emotions occur during the process from when a customer becomes aware of a product or service to when they purchase it.

The framework used to visualize this process is called a customer journey map. For the persona you have set, divide the stages from awareness to use of the product or service into several stages, and estimate the actions, emotions, and contact points at each stage to plan measures.

B2B Customer Journey
The decision-making process leading up to a viber database purchase is different between BtoB and BtoC , so there are some differences in how the customer journey is thought about.

For example, you should be careful of the following points:

Persona Settings
For a BtoC service, the persona would obviously be a single individual.

However, BtoB services basically deal with organizations such as companies. Decisions in an organization are rarely made by one person, and approval must be obtained from the person in charge to their superior, and then from their superior.

Therefore, when thinking about the customer journey, it is necessary to have a specific image of which persona you will approach at which stage .

The length and content of the review process
As before, the decision-making process is different, so the length of the consideration process will also vary.

In the case of BtoC, the decision is made by an individual, so if the person considers it and is happy with it, they will immediately purchase it. However, in the case of BtoB, after the person in charge considers it, they need to consult with their superiors or submit it for approval within the company, which takes a lot of time and effort .

In addition, the content of the consideration will be logical, so the one with clearer and more rational benefits will be selected. Since the content of the consideration will be wide-ranging, such as comparisons with multiple competitors and cost-effectiveness calculations, it is also necessary to anticipate in advance.