Blue Ocean Strategy - Buyer Experience Cycle

Blue Ocean Strategy
Knowledge Center

D. Fournier, Senegal

Blue Ocean Strategy - Buyer Experience Cycle

In Blue Ocean Strategy there is a tool called Buyer Experience Cycle. It deals with the experience a buyer has in the various stages of buying-owning-disposing of a product or service. There are six stages of buyer experience:
1. Purchase
2. Delivery
3. Use
4. Supplemental products/services
5. Maintenance
6. Disposal
Who has anything further to share RE this tool?

  Andrew Nelson
CEO, Australia

Buyer Experience Cycle

The six stages you list are just a guide. They represent a typical cycle for a B2C product. But it is important to firstly customise this list to the special circumstances of your product, service or business.
For example, when working with B2B products and services we often find that it is helpful to explore more initial steps than simply "Purchase", because the purchase is usually quite complex and may involve many stakeholders of different kinds.
In fact, in any case where there is more than one person involved in the purchase (e.g., influencers and end users) it may be necessary to codify the experience cycle that each important stakeholder goes through.

  Jaap de Jonge
Editor, Netherlands

Buyer Experience Questions

A buyer's experience can usually be broken down in...


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