Mastering Your Customer Journey: Using TRIZ to Handle the Consideration Phase

In today’s competitive business landscape, understanding and effectively managing the customer journey is of paramount importance. The customer journey, often likened to a winding road, encompasses the various stages a customer goes through when interacting with a company. From awareness to consideration and ultimately to purchase, each phase holds valuable opportunities for businesses to engage and influence potential customers. In this article, we will explore how the Theory of Inventive Problem Solving (TRIZ) can be utilized to master the consideration phase of the customer journey, leading to enhanced customer experiences and increased conversions.

Understanding the Customer Journey

The customer journey can be envisioned as a carefully choreographed dance, where customers move through a series of steps before making a purchasing decision. These steps typically include awareness, consideration, evaluation, and ultimately, the decision to buy. By mapping out the customer journey, businesses gain invaluable insights into customer behavior, pain points, and touchpoints where interventions can have a significant impact.

Let’s dive deeper into each phase of the customer journey to understand its significance and how businesses can optimize their strategies accordingly.

Defining the Customer Journey

The first phase of the customer journey is awareness. This is where potential customers become aware of a particular product or service. It could be through various channels such as social media, advertisements, word-of-mouth, or even stumbling upon it while browsing online. Businesses need to create a strong brand presence and generate awareness to capture the attention of their target audience.

Once customers are aware of a product or service, they enter the consideration phase. This phase serves as a pivotal moment in the customer journey. It is during this phase that customers actively evaluate their options and compare different products or services. The consideration phase is akin to a crossroad, where customers weigh the pros and cons, exploring various possibilities before making a final decision.

Importance of the Consideration Phase

The consideration phase plays a crucial role in the customer journey. It is the time when customers dig deeper into the features, benefits, and value proposition of the offerings. Businesses must understand the importance of this phase and focus their efforts on providing compelling reasons for customers to choose their products or services.

During the consideration phase, customers may conduct extensive research, read reviews, compare prices, and seek recommendations from friends or online communities. They want to ensure that they are making an informed decision and getting the best value for their money. Businesses must be proactive in addressing customer concerns, providing transparent information, and highlighting the unique selling points that differentiate their offerings from competitors.

Moreover, businesses can leverage this phase to build trust and establish credibility. By providing relevant and reliable information, businesses can position themselves as industry experts and gain the trust of potential customers. This can significantly influence the decision-making process and increase the likelihood of conversion.

Furthermore, the consideration phase is an opportunity for businesses to engage with customers and address any doubts or objections they may have. By offering personalized support, businesses can create a positive customer experience and strengthen the relationship with potential buyers.

In conclusion, the consideration phase is a critical stage in the customer journey. Businesses must invest time and resources in understanding customer needs, addressing concerns, and providing compelling reasons for customers to choose their offerings. By doing so, businesses can increase their chances of converting potential customers into loyal advocates.

Introduction to TRIZ

Welcome to the fascinating world of TRIZ! TRIZ, short for the Theory of Inventive Problem Solving, is a methodology that originated in the Soviet Union and has since gained worldwide recognition for its innovative approach to problem-solving. Just as an architect designs a blueprint, TRIZ provides a powerful framework that enables businesses to systematically analyze complex situations, identify contradictions, and generate creative solutions.

Origins of TRIZ

TRIZ has a rich and fascinating history. It was developed by Genrich Altshuller, a Soviet engineer and inventor, in the 1940s. Altshuller was inspired by the desire to understand what makes some inventions successful while others fail. He embarked on a quest to analyze thousands of patents and innovations, looking for patterns and commonalities that could be used to develop a systematic problem-solving approach. This led to the birth of TRIZ, a groundbreaking methodology that has revolutionized the way businesses approach innovation.

Altshuller’s work gained recognition and support from the Soviet government, which saw the potential of TRIZ in driving technological advancements. The methodology was further refined and expanded through collaboration with other engineers and scientists, resulting in the creation of a comprehensive set of principles and tools that form the basis of TRIZ as we know it today.

Principles of TRIZ

Imagine TRIZ as a compass that guides businesses through the treacherous waters of problem-solving. Derived from a careful study of numerous patents and innovations, TRIZ principles help business analysts navigate through complexities and identify the underlying issues that hinder progress. By applying these principles, businesses can unlock their creative potential and uncover innovative approaches to address the challenges encountered during the consideration phase.

One of the key principles of TRIZ is the concept of ideality. Ideality refers to the ideal state of a system where it fulfills its function perfectly without any drawbacks or limitations. By striving towards ideality, businesses can envision and work towards the most optimal solutions, pushing the boundaries of what is currently possible.

Another important principle of TRIZ is the concept of contradictions. Contradictions arise when there are conflicting requirements or conditions that need to be satisfied. TRIZ provides a systematic approach to resolving contradictions by identifying inventive principles that can be applied to overcome these conflicts and find innovative solutions.

TRIZ also emphasizes the importance of using resources efficiently. By analyzing the resources available and finding ways to maximize their utilization, businesses can achieve more with less, leading to cost savings and increased efficiency.

These are just a few examples of the principles that TRIZ encompasses. Each principle is like a valuable tool in a problem-solver’s toolkit, providing guidance and inspiration to overcome challenges and drive innovation.

Applying TRIZ to the Customer Journey

The customer journey is a complex process that involves multiple stages and touchpoints. To truly understand and optimize this journey, businesses can turn to TRIZ, a problem-solving methodology that originated in Russia. TRIZ, which stands for Theory of Inventive Problem Solving, provides a systematic approach to identifying and resolving contradictions.

TRIZ Tools for Customer Journey Mapping

Customer journey mapping, a key element in TRIZ, involves visualizing the entire customer journey from beginning to end. This bird’s-eye view allows businesses to identify pain points and areas of improvement throughout the consideration phase.

By analyzing customer data, surveying customers, and utilizing TRIZ tools such as the contradiction matrix, businesses can identify contradictions within the customer journey and develop breakthrough solutions. The contradiction matrix, a powerful tool in TRIZ, helps businesses identify conflicting requirements and find innovative ways to resolve them.

For example, let’s say a business discovers that customers often face a contradiction between wanting a fast and efficient checkout process while also desiring personalized recommendations. By using the contradiction matrix, the business can explore different solutions, such as implementing AI-powered recommendation systems that can provide personalized suggestions without slowing down the checkout process.

TRIZ and the Consideration Phase

When it comes to the consideration phase, TRIZ can help businesses analyze and address the contradictions customers face when evaluating different options. Just as a skilled detective follows clues to solve a mystery, TRIZ enables businesses to uncover insights about customer preferences, needs, and desires.

Armed with this knowledge, businesses can tailor their offerings, refine their value proposition, and increase the likelihood of winning over customers during the consideration phase. TRIZ provides a structured approach to understanding customer needs and finding innovative solutions that meet those needs.

For instance, let’s imagine a customer who is considering purchasing a new smartphone. They may have contradictory requirements, such as wanting a device with a long battery life and a high-resolution camera. By using TRIZ, businesses can explore different design concepts and technological advancements to create a smartphone that fulfills both requirements.

Furthermore, TRIZ encourages businesses to think beyond incremental improvements and seek breakthrough solutions. By challenging assumptions and exploring unconventional ideas, businesses can differentiate themselves from competitors and create unique value propositions that resonate with customers during the consideration phase.

In conclusion, TRIZ offers valuable tools and techniques for businesses to analyze and optimize the customer journey. By applying TRIZ principles to customer journey mapping and the consideration phase, businesses can uncover contradictions, develop innovative solutions, and ultimately enhance the overall customer experience.

Mastering the Consideration Phase with TRIZ

The consideration phase is a critical stage in the customer journey, where potential customers evaluate different options and weigh their choices before making a decision. To excel in this phase, businesses need to understand customer needs and overcome obstacles that may hinder the decision-making process. This is where TRIZ, the Theory of Inventive Problem Solving, comes into play.

Identifying Customer Needs with TRIZ

Understanding customer needs is vital to mastering the consideration phase. TRIZ provides businesses with a systematic approach to uncover underlying needs and desires. By applying tools such as the functional analysis and the ideality concept, businesses can dig deep into customer motivations and offer targeted solutions that resonate with potential customers.

Imagine a skilled detective investigating a complex case, meticulously gathering evidence and piecing together the puzzle. In a similar way, TRIZ helps businesses become customer-centric detectives, uncovering valuable insights that guide their decision-making process.

Through functional analysis, businesses can break down a product or service into its fundamental functions and identify the desired outcomes for customers. This analysis allows businesses to understand the core needs that their offerings should address.

The ideality concept in TRIZ takes this understanding a step further. It encourages businesses to strive for the ideal solution that satisfies all customer needs without any drawbacks. By envisioning the perfect outcome, businesses can align their strategies and offerings to meet customer expectations more effectively.

Just as a personal shopper understands the unique preferences of individual clients, TRIZ helps businesses become customer-centric and tailor their offerings accordingly.

Overcoming Obstacles in the Consideration Phase

The consideration phase is riddled with obstacles that can impede a customer’s decision-making process. These obstacles can often be overcome through the application of TRIZ principles. By embracing inventive solutions and challenging existing assumptions, businesses can create a seamless consideration phase that minimizes friction and maximizes the likelihood of customer conversion.

Imagine a skilled mountain climber navigating treacherous terrains, surmounting obstacles through creativity and determination – this is the power of TRIZ in the consideration phase.

TRIZ encourages businesses to think outside the box and explore unconventional ideas to overcome obstacles. It challenges businesses to question assumptions, break down barriers, and find innovative solutions that address customer concerns.

By applying TRIZ principles, businesses can identify the contradictions and conflicts that arise during the consideration phase and resolve them effectively. This approach allows businesses to create a smooth and frictionless experience for potential customers, guiding them towards a confident decision.

Furthermore, TRIZ promotes a culture of continuous improvement and innovation. It encourages businesses to learn from past experiences and apply the knowledge gained to refine their offerings. This iterative process ensures that businesses stay ahead of the competition and remain relevant in an ever-evolving marketplace.

In conclusion, TRIZ is a powerful methodology that empowers businesses to master the consideration phase. By understanding customer needs and overcoming obstacles, businesses can create a customer-centric approach that increases the likelihood of conversion. Embracing TRIZ principles enables businesses to navigate the complex decision-making process with creativity, innovation, and a deep understanding of customer motivations.

Measuring the Impact of TRIZ on the Consideration Phase

Key Performance Indicators for TRIZ Implementation

An essential aspect of mastering the consideration phase with TRIZ is measuring the impact of its implementation. Just as a navigator relies on instruments to assess the ship’s performance, businesses can utilize key performance indicators (KPIs) to gauge the effectiveness of TRIZ in enhancing the consideration phase. By evaluating metrics such as conversion rates, customer satisfaction, and customer retention, businesses can continuously optimize their TRIZ implementation and drive tangible results.

Continuous Improvement with TRIZ

TRIZ is not a one-time solution but rather a continuous journey. Businesses that relentlessly pursue improvement and innovation in the consideration phase benefit from a competitive edge. By establishing a culture of continuous improvement, businesses can harness the power of TRIZ to adapt to evolving customer needs, market trends, and competitive dynamics. Just as a marathon runner gradually improves their time, businesses can consistently enhance their consideration phase, cementing their position as leaders in their industry.


In the ever-changing landscape of business, mastering the consideration phase of the customer journey is crucial for success. By leveraging the power of TRIZ, businesses can navigate through complexities, uncover customer needs, and overcome obstacles that hinder the decision-making process. TRIZ provides businesses with a compass, a blueprint, and a set of creative tools to map, analyze, and optimize every step of the consideration phase. Embrace TRIZ, and empower your business to master the customer journey and achieve remarkable results.

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