What do you know about your customer’s purchase journey? 7 questions that will help you build a in-depth picture.
What do you know about your customer’s purchase journey?
I decided to shake things up today with a video discussing the key questions to ask yourself about your customer and their behaviour. In the video I discuss the 7 questions that will help you build a picture of your customer’s purchase journey in more depth, exploring the implication of each question and what you can do once you’ve created a picture of your customer journey.
These same questions can also be used to create a customer experience map.
These are the 7 key questions I always help my clients understand about how their customers shop their category. As a market researcher who’s helped clients understand their customer journeys with over 25 projects, I obviously help them conduct research among their customers so that we’re confident about what the purchase journey looks like and so that it’s based in actual customer experiences.
BUT, we have started every one of those projects with a discussion about what the client already knows, what they hypothesise and what their working theories are. In other words, if they haven’t done customer research into the journey yet, what theories have they based their current strategy and marketing on? Without fail, this is an excellent starting point as we then know what gaps need to be filled. This exercise serves a secondary benefit: if the research spits out something that contradicts our clients’ working assumptions, then we know where we need to dig further as our clients are experienced in their category and have good intuition that shouldn’t be discarded!
Customer Journey | Key Question Shortcut
What triggers them to purchase?
What do they already know about your category?
Is the decision complex or simple?
What do they do once triggred?
How do they decide what to buy?
How do they decide where to buy?
What is the after-sales experience like?
Don’t forget, you might not have the answers to all of it and to begin with many will be hypotheses, but test your hypotheses and soon you’ll start having answers instead of theories.
If this all sounds a bit daunting, we can help support you by facilitating a ‘what do we already know?’ discussion, helping you conduct a knowledge audit and conducting research with your customers so that you know what the journey looks like and why they’re behaving in that way.
