Every human who is faced with the choice of making a purchase between several variable products and services go through a process known as the “Customers Journey”. This potential client could be proactive in this decision making process or could be a passivedepending on the level of risk making the purchase entails.


For example, a person wanting to purchase a drink will be passive and could do so out of a habit for a particular drink or influence from what everyone else is drinking at the moment, on the other hand, a person who is about to purchase a mobile phone, will be more proactive because it entails a higher risk in terms of the financial implication:


They would do a preliminary screening or surfacing. This is shortlisting brands that meet the minimum requirement of what they look for in a mobile phone brand, by making a list of 3 – 5 brands that are likely to satisfy these minimum requirements and then from this list they go further to seek referrals from friends and families, be on the look out for newspapers or catalogs about these shortlisted brands, read some mobile devices review websites or tech blog, or simply seek out for reviews from other customers who have purchased any of the mobile device on their list. The brand they perceive offers them the highest value for their money wins this screening stage and they end up making a purchase, but the Journey does not end there.


The Customer journey basically means the complete synopsis of experiences that a client goes through when interacting with a company or a brand from the point of contact to the point of replacement. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer. Whereas every client goes through a series of different decision making process for different products and services, the journey however is still somewhat similar across all industries.