Chapter 3
Structuring the Buyer Journey
IN THIS CHAPTER
Understanding the buyer’s mindset
Unearthing your touchpoints
Using an omni-channel approach
Creating the right content to influence a purchase
The guidelines for the best customer experience continually change. The only aspect that remains constant is that buyers are empowered and define their own journeys, and you need to accommodate them. Some customers like to check prices on mobile devices in retail stores; others spend hours online collecting information before making a decision. Your job is to make sure that your customer has all the information she needs to choose your product without becoming confused or annoyed.
As you begin to create your buyer journey, understand that no book or article can tell you how to map your buyers’ exact journey — so don’t be frustrated. Your customers are unique and will take the journey that makes sense to them. You can look at what your customers are doing now and extrapolate from that. However, you can’t ensure that they will take the path you choose for them. In addition, your business ...
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