{"id":8200,"date":"2021-06-20T13:01:37","date_gmt":"2021-06-20T11:01:37","guid":{"rendered":"https:\/\/www.mickyweis.com\/hvad-betyder-kunderejse\/"},"modified":"2025-08-01T17:31:10","modified_gmt":"2025-08-01T15:31:10","slug":"customer-journey","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/customer-journey\/","title":{"rendered":"What is the customer journey and why does it matter"},"content":{"rendered":"<p>Do you know that moment when someone explains something, and suddenly everything just clicks? Like finding the missing puzzle piece that brings the full picture together?<\/p>\n<p>That\u2019s how I felt the first time someone explained the customer journey to me. Suddenly it made sense why my campaigns weren\u2019t converting the way I thought they would.<\/p>\n<p>So today, I want to dive deep into a topic that can never be discussed too much.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/customer-journey\/#The_customer_journey\" >The customer journey<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/customer-journey\/#The_simple_customer_journey\" >The simple customer journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/customer-journey\/#Awareness_%E2%80%93_people_need_to_know_you_exist\" >Awareness \u2013 people need to know you exist<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/customer-journey\/#Consideration_%E2%80%93_youre_thinking_about_buying\" >Consideration \u2013 you\u2019re thinking about buying<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/customer-journey\/#Decision_%E2%80%93_youre_ready_to_buy_but_from_whom\" >Decision \u2013 you&#8217;re ready to buy, but from whom?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/customer-journey\/#The_fourth_and_overlooked_stage_%E2%80%93_retention\" >The fourth (and overlooked) stage \u2013 retention<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/customer-journey\/#How_to_work_with_the_customer_journey\" >How to work with the customer journey<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/customer-journey\/#A_small_disclaimer\" >A small disclaimer<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_customer_journey\"><\/span>The customer journey<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The customer journey is a visualization of the &#8220;journey&#8221; a potential customer goes through before buying your product.<\/p>\n<p>You might also hear people refer to it as the \u201cbuyer\u2019s journey\u201d \u2013 it\u2019s the same thing, so don\u2019t worry.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/buyer-persona\/\">Learn more about buyer personas here.<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"The_simple_customer_journey\"><\/span>The simple customer journey<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When we talk about the customer journey, you can make it as complex or as simple as you want. Just to keep things straightforward, we\u2019ll go with the simple version here.<\/p>\n<p>In its simplest form, the customer journey has four stages:<\/p>\n<p><strong>Awareness, consideration, decision, and retention.<\/strong><\/p>\n<p>Let me take you through the customer journey you might be on right now.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Awareness_%E2%80%93_people_need_to_know_you_exist\"><\/span>Awareness \u2013 people need to know you exist<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The awareness stage might be where you are right now \u2013 you\u2019re discovering that I exist because I\u2019m offering help with a problem you\u2019re facing. You\u2019re looking for information related to what I sell (support with online marketing). But I\u2019m not trying to sell you anything yet because you\u2019re not looking to buy (not yet, at least).<\/p>\n<p>But now you know who I am. You\u2019re aware of me. And maybe you\u2019re ready to move to the next stage in your journey.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Consideration_%E2%80%93_youre_thinking_about_buying\"><\/span>Consideration \u2013 you\u2019re thinking about buying<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Maybe you read a blog post about spring trends or why dashboards are absolutely essential, or something else entirely. So now you&#8217;re considering&#8230;<\/p>\n<p>&#8230;and thinking \u201cmaybe I should do that.\u201d But you&#8217;re not ready to buy just yet. You need more convincing. So I write a blog post about how to set up dashboards yourself.<\/p>\n<p>You see a whitepaper where I explain the benefits of hiring an online marketing consultant or something similar. And your interest grows.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Decision_%E2%80%93_youre_ready_to_buy_but_from_whom\"><\/span>Decision \u2013 you&#8217;re ready to buy, but from whom?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>At this stage, the customer (maybe you) is ready to make a purchase. But from who? They&#8217;re weighing their options, checking prices, browsing case studies, or researching who\u2019s the best fit.<\/p>\n<p>At this point, the person is ready to make a decision \u2013 this is where we try to make the sale.<\/p>\n<p>The two previous stages were just about getting them here \u2013 now we can go for the conversion.<\/p>\n<p>Once you understand this, it becomes much easier to plan your campaigns and marketing efforts based on how a potential customer has interacted with you.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/customer-onboarding\/\">What is customer onboarding? Learn more here.<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_fourth_and_overlooked_stage_%E2%80%93_retention\"><\/span>The fourth (and overlooked) stage \u2013 retention<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/customer-retention\/\">Retention<\/a>. The art of keeping a customer after they\u2019ve converted.<\/p>\n<p>Why is it overlooked?<\/p>\n<p>Because it often feels <em>way<\/em> more exciting to get a new customer than to hold on to an existing one. But you know what?<\/p>\n<p>It\u2019s <em>way<\/em> easier to sell to someone who\u2019s already done business with you than to chase down a brand new lead.<\/p>\n<p>That\u2019s why it\u2019s so important that your customers don\u2019t forget about you. You\u2019ve provided value. They acknowledged it and paid for it. Now don\u2019t let that effort go to waste.<\/p>\n<p>If you run an online store, send them emails, give them exclusive offers, or show them articles and content that provides value \u2013 so they remember you the next time they\u2019re ready to buy.<\/p>\n<p>If you&#8217;re a B2B company, send them helpful blog posts, whitepapers, or offer further consulting. Stay relevant.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2766 size-large\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/06\/Skaermbillede-2021-06-20-kl.-13.00.27-1024x563.png\" alt=\"\" width=\"640\" height=\"352\" srcset=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/06\/Skaermbillede-2021-06-20-kl.-13.00.27-1024x563.png 1024w, https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/06\/Skaermbillede-2021-06-20-kl.-13.00.27-300x165.png 300w, https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/06\/Skaermbillede-2021-06-20-kl.-13.00.27-768x422.png 768w, https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/06\/Skaermbillede-2021-06-20-kl.-13.00.27-1536x844.png 1536w, https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/06\/Skaermbillede-2021-06-20-kl.-13.00.27.png 1896w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p style=\"text-align: center;\"><em>Kilde: Superoffice.com\u00a0<\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_work_with_the_customer_journey\"><\/span>How to work with the customer journey<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With the knowledge above, you can now apply this in your marketing. If you sell to B2B clients, you probably already know that people don\u2019t convert on their first visit.<\/p>\n<p>So instead of pushing for a hard conversion, you work on providing value during the awareness stage and help move people along their journey.<\/p>\n<p>This awareness allows you to create campaigns focused on softer conversions (moving people through the buyer&#8217;s journey) instead of unrealistic hard sells.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"A_small_disclaimer\"><\/span>A small disclaimer<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Keep in mind that a customer journey can be long and complex. It can easily take more than six months from when a potential customer first discovers you until they\u2019re ready to buy.<\/p>\n<p>I\u2019ve had clients who visited my blog, went through the entire customer journey, and were ready to buy \u2013 but didn\u2019t have the budget. So it took half a year before they reached out.<\/p>\n<p>I\u2019ve had clients who knew about me for years before becoming customers.<\/p>\n<p>These are people who jumped back and forth in the customer journey multiple times. So while the customer journey diagrams look neat and simple, what we\u2019re dealing with here is an ultra-simplified version.<\/p>\n<p>A real customer journey is usually messy and unpredictable, with potential customers jumping between stages more than once.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you know that moment when someone explains something, and suddenly everything just clicks? Like finding the missing puzzle piece that brings the full picture [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5521,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[93],"series":[],"class_list":["post-8200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-general-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Understand your customer journey: the key to better conversions<\/title>\n<meta name=\"description\" content=\"The customer journey describes how your potential customers move toward a purchase. 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