A Buyer Journey is the process a customer goes through to purchase a product or service. Also known as the Purchase Journey, a Buyer Journey consists of 3 main phases namely: discovery, consideration and decision. It precedes the Customer Journey, which is focused on supporting retention and growth of existing customers.

Mapping out the journey provides a comprehensive view of how your potential customers behave at every step in the buying process; what they think (questions), what they do (actions), where they are (touchpoints) and how they feel (experiences).