Customers are on a journey from the start of when they consider your product to the moment they purchase it -- or choose not to. Business owners should think about what they can do to make the customer experience easier during the "awareness, interest, consideration and buying" phases, marketing specialist Susan Oakes writes. "Can you simplify the stages of their journey? Could your business delete steps they have to take? If you do then it can leave your competitors behind and get the new customers to grow your business," Oakes writes.