{"id":36455,"date":"2015-08-24T13:06:07","date_gmt":"2015-08-24T13:06:07","guid":{"rendered":"https:\/\/www.spotonvision.com\/de-buyer-journey-vs-de-customer-journey-wat-is-het-verschil\/"},"modified":"2024-03-15T09:45:45","modified_gmt":"2024-03-15T09:45:45","slug":"de-buyer-journey-vs-de-customer-journey-wat-is-het-verschil","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/de-buyer-journey-vs-de-customer-journey-wat-is-het-verschil\/","title":{"rendered":"De buyer journey vs. de customer journey: wat is het verschil?"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c79151740 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c79151740 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c79151740 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c79151740 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c79151740\">\n        <div class=\"dw_single_header_block_background\" style=\"background-color: #FFF8F7\">\n            <div class=\"container center dw_single_header_block_container\">\n                <div class=\"dw_single_header_block_columns\">\n                    <div class=\"dw_single_header_block_column left\">\n                        <div class=\"dw_single_header_block_breadcrumb\"><div class=\"breadcrumbs\"><\/div><\/div>\n                        <div class=\"dw_single_header_block_content title\"><h1>De buyer journey vs. de customer journey: wat is het verschil?<\/h1><\/div>\n                                                                    <\/div>\n                                        <div class=\"dw_single_header_block_column right\">\n                        <div class=\"dw_single_header_block_image\">\n                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2015\/08\/Ontwerp-zonder-titel-91-892x373.webp\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n                <div class=\"container center dw_single_header_block_author\">\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Ingrid Archer &#8211; Published:&nbsp;August 24, 2015            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Steeds vaker wordt er gesproken over de buyer journey, de reis die een koper maakt tot de daadwerkelijke aankoop. Hiernaar wordt al veel onderzoek gedaan door bedrijven, maar eigenlijk hoor je maar weinig over het inzichtelijk maken van het traject dat daarna komt, het deel dat wij de <a href=\"https:\/\/www.spotonvision.com\/customer-journey-mapping-en-ontwikkelingen\/\">customer journey<\/a> noemen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deze twee termen lijken veel op elkaar, hebben absoluut met elkaar te maken maar zijn niet helemaal hetzelfde. Lees in dit interview met Ingrid Archer, Managing Partner bij SPOTONVISION, meer over de buyer journey en de customer journey, en de relatie tussen deze twee termen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-waar-begint-de-buyer-journey-of-de-customer-journey\">Waar begint de buyer journey of de customer journey?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cDe <a href=\"https:\/\/www.spotonvision.com\/strategie\/buyer-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">buyer journey<\/a> start op het moment dat er iets gebeurt, er is een trigger waarbij het besef bij iemand of bij een bedrijf doordringt dat je iets nodig hebt om de organisatie naar een hoger niveau te tillen, of om jouw werk gemakkelijker te maken. Je gaat op onderzoek uit om te kijken welke mogelijkheden er zijn, waarmee je geholpen zou zijn en uiteindelijk maak je je keuze voor een product of dienst. Zodra je iets koopt, ben je klant en start de customer journey. Meestal wordt je verwelkomd als klant en begint een nieuwe serie van interacties. Misschien word je uiteindelijk wel een heel loyale klant en ga je zelf het product promoten binnen je netwerk.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2017\/04\/buyer-journey-vs-customer-journey-1024x459.png\" alt=\"buyer journey customer journey\" class=\"wp-image-20435\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-inzicht-in-de-customer-journey\">Inzicht in de customer journey<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Je weet nu waar de buyer journey eindigt en waar de customer journey begint. Maar de vraag is hoe je als marketeer het beste inzicht krijgt in de customer journey. Ingrid: \u201cBinnen SPOTONVISION zijn we van mening dat het belangrijk is om de customer journey outside-in te benaderen. Ga praten met klanten, ex-klanten of toekomstige klanten. Probeer erachter te komen hoe zij jou als bedrijf zien, hoe ze kopen maar ook hoe ze jou ervaren. Zo breng je de \u2018customer touchpoints\u2019 in beeld. Deze kwalitatieve interviews zijn daarvoor een startpunt. Het is belangrijk om de resultaten te valideren, dit kan bijvoorbeeld met een doorlopend kwantitatief klantenonderzoek.\u201d<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2015\/08\/customer-journey.png\" alt=\"De customer journey\" class=\"wp-image-11774\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hoe-verder\">Hoe verder?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cDoor het inzichtelijk maken van de customer journey begrijp je beter wat de vragen van je klanten zijn. De volgende stap is onderzoeken welke activiteiten en welke content het beste past bij deze vragen. Bij het praten met klanten zul je merken dat een groot deel van de klantbeleving ook zit in hoe bijvoorbeeld het product zelf of support wordt beleefd. Het reikt dus veel verder dan marketing en communicatie. Je zult dus samen met collega\u2019s van andere afdelingen en disciplines moeten schakelen om de klantbeleving te kunnen verbeteren.\u201d<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c7917598b {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c7917598b {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c7917598b {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c7917598b {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c7917598b {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c7917598b {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c7917598b dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c7917598b .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c7917598b.dw_cta_section_block_wrapper { \n                background-color: rgb(108,212,255);\n                background-image: url(https:\/\/www.spotonvision.com\/wp-content\/uploads\/2023\/12\/light_background_repeat.png) !important; \n            }\n\n            .dw_cta_section_block_wrapper_16af5c7917598b .dw_cta_section_block_gradient {\n                background: rgb(108,212,255);\n                background: radial-gradient(circle, rgba(108,212,255,1) 40%, rgba(108,212,255,0) 100%) !important;\n            }\n            @media only screen and (max-width: 768px) {\n                .dw_cta_section_block_wrapper_16af5c7917598b .dw_cta_section_block_gradient {\n                    background: rgb(108,212,255);\n                    background: radial-gradient(circle, rgba(108,212,255,1) 60%, rgba(108,212,255,0) 100%) !important;\n                }\n            }\n        \n        \n    <\/style>\n    <div class=\"dw_cta_section_block_gradient\"><\/div>\n    <div class=\"container dw_cta_section_block_container\">\n        <div class=\"dw_cta_section_block_columns\">\n            \n            <div class=\"dw_cta_section_block_column left\">\n                <div class=\"dw_cta_section_block_content cutline dw_font_firasans s16 w400 h26\"><\/div>\n                <div class=\"dw_cta_section_block_content title\"><h2>E-book Customer Journey<\/h2><\/div>\n                <div class=\"dw_cta_section_block_content description dw_font_firasans s16 w300 h26\"><div class=\"entry-content\">\r\n<div class=\"entry-content\">\r\n\r\nDe do\u2019s en don&#8217;ts van de Customer Journey\r\n\r\n<\/div>\r\n<\/div><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/www.spotonvision.com\/nl\/resources\/e-book-de-dos-en-donts-van-de-customer-journey\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Download<\/a>\n                                                        <\/div>\n            <\/div>\n            <div class=\"dw_cta_section_block_column right\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wat-is-jouw-tip\">Wat is jouw tip?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAls je nu al bezig bent met het inzichtelijk maken van de buyer journey en de customer journey, zorg dan altijd dat je deze maakt vanuit een outside-in benadering. Zorg dat je echt met klanten, ex-klanten en toekomstige klanten spreekt. Zij kunnen je de meest waardevolle informatie geven. Gebruik deze input om verder te gaan met het bijsturen van je marketing -en communicatieplannen.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Wil je meer weten over customer journeys? Lees meer op <a href=\"https:\/\/www.spotonvision.com\/strategie\/customer-journey\/\">https:\/\/www.spotonvision.com\/strategie\/customer-journey\/<\/a>. Bekijk hieronder het volledige interview&nbsp;met Ingrid. Je kunt natuurlijk ook altijd <a href=\"https:\/\/www.spotonvision.com\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">contact met ons opnemen<\/a> voor vragen of voor een vrijblijvend gesprek.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Customer Journey vs. Buyer Journey\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/jjX9i8nA9Fs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Steeds vaker wordt er gesproken over de buyer journey, de reis die een koper maakt tot de daadwerkelijke aankoop. Hiernaar wordt al veel onderzoek gedaan door bedrijven, maar eigenlijk hoor je maar weinig over het inzichtelijk maken van het traject dat daarna komt, het deel dat wij de customer journey noemen. Deze twee termen lijken veel op elkaar, hebben absoluut met elkaar te maken maar zijn niet helemaal hetzelfde. Lees in dit interview met Ingrid Archer, Managing Partner bij spotONvision, meer over de buyer journey en de customer journey, en de relatie tussen deze twee termen.<\/p>\n","protected":false},"author":12,"featured_media":40877,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[19,59],"tags":[],"class_list":["post-36455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-buyer-journey","category-customer-journey"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>De buyer journey vs de customer journey | SPONONVISION<\/title>\n<meta name=\"description\" content=\"De buyer journey start als er een trigger is waarbij het besef bij een bedrijf doordringt dat je iets nodig hebt. Dus ga je onderzoeken.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spotonvision.com\/nl\/de-buyer-journey-vs-de-customer-journey-wat-is-het-verschil\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De buyer journey vs. de customer journey: wat is het verschil?\" \/>\n<meta property=\"og:description\" content=\"De buyer journey start als er een trigger is waarbij het besef bij een bedrijf doordringt dat je iets nodig hebt. 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