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Conversational commerce: How to sell more with messaging apps along the customer journey

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Can you use messaging apps in every stage of the customer journey? Absolutely, and even more successfully than other channels! From consultations on Facebook Messenger to marketing messages on WhatsApp to customer service on Telegram: we show you examples of how to use messaging apps along the entire customer journey. 

The most successful companies are the ones that understand their customers, and offer them what they need at the right time. That's why it's so important to understand the customer's process for buying something: the customer journey.

Messaging apps are the perfect tool to support customers during this process.

What is the customer journey, and what role do messaging apps play?

The customer journey, also called user journey, is a marketing and sales term. It defines the different steps customers take before they decide to make a purchase. It's important to keep in mind, though, that the customer journey doesn't end with a purchase, but also includes post-sale customer service and future purchases.

What is the customer journey?

Typically, the customer journey can be divided into the following stages:

  • Decision stage: "I want to / have to buy something."
  • Inspiration stage: "I research and gather inspiration before I buy something."
  • Purchase stage: "I choose a provider / product."
  • Usage stage: "I use a product and have questions or need help."
  • New purchase: "I buy the same product again or choose a different product."

The customer journey is not always linear, though. Customers might leave the purchase stage and go back to the inspiration stage to gather more information on alternatives. The process can also be very long (when buying a new house) or very short (when running into the store to buy milk).