The Technology Buyer’s Journey: A Roadmap to Customer Success

Infographic - Member ContentPublished : December 11, 2019

Tags : Business of Technology


CompTIA’s Channel Advisory Board mapped out a technology buyer’s journey with step-by-step details for vendors, distributors and solution providers.

The technology buyer’s journey has long been fraught with chaos, confusion and criticism—to both buyers and sellers. But it doesn’t have to be that way.

The ability to recognize and react accordingly to each step that a customer takes along their buying journey can be critical to a seller’s success. To help solution providers achieve better customer service and increase their value to potential customers, CompTIA’s Business Applications Advisory Council and Channel Advisory Board mapped out two graphical buyer’s journey infographics (one static, one interactive) and explained the roles that vendors, distributors and solution providers should play toward moving the buyer along.

The Buyer’s Journey interactive infographic helps users understand what has changed in the modern buyer’s journey and what the new process is to better serve buyers. It also provides guidance on the channel’s role at each step—whether you’re a vendor, distributor or solution provider.

Developing the roadmap, the councils identified 17 steps spread amongst four phases (marketing, sales, technical and customer success), documenting what each step is, how the modern buyer is taking the step, and what’s new in the process. From identifying pain in the business through post-business reviews, each step includes pertinent information and advice on how to accelerate the journey and be more successful.

Read below to learn more about the interactive buyer’s journey and how to use it or click on the links at the end to access the static and interactive versions.

What is the buyer’s journey?

The buyer’s journey is a detailed, end-to-end visualization of the process and steps that customers take when making a technology purchase. The journey is divided into 17 steps and four phases (marketing, sales, technical and customer success) and provides guidance on how everyone involved can add value to the customer experience.

Why was it created?

The buyer’s journey was developed by CompTIA’s Channel Advisory Board and Business Applications Advisory Council as a resource to help solution providers, vendors and distributors determine where their customers are in the journey—and provide tips on how best to serve them at each step. The goal is to ensure a smoother customer experience, from first identifying a business pain to post-business reviews that ensure success.

Who should use it?

The buyer’s journey was designed to provide value to almost everyone in the IT supply chain, including marketing, sales, technical and customer success teams within individual companies. In addition, the interactive buyer’s journey provides detailed information on the roles that vendors, distributors and partners/solution providers should play at each step in the process.

How can it help your business?

The ability to understand today’s buyer’s journey—and provide value at each step along the way—is critical to success and to ensuring long-term relationships with customers. Clearly defined roles and a roadmap enable everyone to know what is expected of them, and what customers expect. It’s also important to know how to work with others involved in the process (whether it’s solution providers, vendors or distributors) to achieve an efficient, profitable project or transaction.

How do I apply it to my business?

Use the buyer’s journey as a guide. Introduce it to your marketing, sales, technical and customer success teams and ask them how the steps align to your current processes. Then analyze where you have gaps or overlap in resources and how you can fill in the gaps or reallocate resources to create a smoother journey. Talk to your customers along the way to ensure they’re proceeding along the map as expected and talk about what’s next and how you’ll help them get there.

To access the interactive buyer’s journey now and create your own path to success, click here.

To access a static infographic of the technology buyer’s journey, click here.


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