Buyer Journey The buyer’s journey is a process that customers will go through to decide if they want to purchase from a company. The goal is to get customers to purchase from Symmetry Surgical as well as develop brand loyalty and advocacy. These stages illustrate the different phases of the buyer’s journey, the information they typically seek, the actions normally taken, and where they look for more information and further actions.
Introduction Phase
Is the first time a potential customer engages with the Symmetry Surgical brand and one of our products. Touchpoint collateral available: • • • • • • •
Digital Ad Digital Banner Digital Email Magazine Print Ad Social media posts Sponsored Content Website
WHO? Surgeons; Nurses; Supply Chain; SPD; Surgical Techs, Office staff
Research Phase
The client has contacted us OR clicked on an ad link. This is our secondary level of information. It includes: • • • • • • • • •
Article links Brochure Catalog Comparison Videos Flyer Product Call Out Videos Promotional Video Signature Banner Website content
This phase has minimal content and is easily digestible; we provide highlights on the product, multiple images and possibly some specs and market comparisons. WHO? Surgeons; Nurses; Supply Chain; SPD; Surgical Techs, Office staff
Interaction Phase
The client has established contact with the sales team and we begin to engage in the sale process. Sales collateral is provided to support specific product needs, virtual or in-person demonstrations scheduled. Collateral here includes: • • • • • • • • •
Brochures Catalogs Clinical White Paper Digital Animation Flyers Video Pricing Terms and Conditions Animations
This level of information is comprehensive. Everything the client wants to know about the product should be here and include: product specs; product information; white papers; detailed information; attachments or products that work with the main product. WHO? Surgeons; Nurses; Supply Chain; SPD; Surgical Techs, Office staff
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Purchase Phase
At this point the client is fully informed and has all the facts that they need to make a fully informed purchase decision. They will be guided through the purchase process with their sales person and/or customer service. • Sample Kits • Demonstrations • Product Trials WHO? Supply Chain; OR Directors; SPD
Order & Delivery Phase
During this phase Symmetry Surgical is fulfilling the brand promise by providing an ease of doing business, timely delivery, invoice processing, and an overall positive customer experience. • Request New Customer Account (will establish Cust ID) • Request New Web Portal Access • Share web portal access video links with digital postcard. WHO? Supply Chain; OR Directors; SPD
Retention Phase
This retention phase is when the customer is reflecting on the product experience as well as the experience with Symmetry Surgical and determines if they will continue to do business with Symmetry Surgical. The goal is retaining the customer, building a relationship with key stakeholders and creating advocacy. WHO? Surgeons; Nurses; Supply Chain; SPD
