In a nutshell: What is a customer journey?
A customer journey describes the path a customer takes before making a purchase. Marketers can record the customer journey visually in order to analyze individual touchpoints.
What is a customer journey?
The customer journey is often also referred to as the customer's journey. In marketing, it describes the individual stages that a customer goes through step by step before ultimately purchasing a product.
This path can be divided into different phases. They all contribute to a customer making a purchase. There are touchpoints between the individual phases. To analyze the customer journey precisely, marketers often create a customer journey map. Here they record all the individual steps visually to get a better overview.
The customer journey varies in length depending on the product, brand or service. It can take a few minutes, hours or even weeks. In rare cases, it can even take months. The touchpoints also vary. While some customer journeys only have a few touchpoints, others work with many.
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Why is a customer journey important?
The customer journey is an important component of online marketing. It enables marketers to understand all of a customer's needs.
The aim is to identify all of a customer's touchpoints. This makes it possible to offer the customer the best possible positive experience on their journey to the product. In addition, the aim is to increase and ensure the growth of companies, CUSTOMER CHURN to reduce customer churn as far as possible.
With the help of the customer journey, marketers are able to understand and examine how customers experience a brand or company from start to finish. Among other things, personalization of the customer is used to generate positive emotions.
What are touch points in the customer journey?
As already mentioned, touchpoints are contact points. This means that a user or interested party comes into contact with a product, offer or brand.
There are different types of touchpoints:
- Advertising
- Content
- Products
- Communication with service or sales staff
If companies use touchpoints in a meaningful and targeted way, they are able to create points of contact between interested parties and their offering. Even when an advertising banner is placed on a website or users see a post on a social media channel, this is a touchpoint. This is because it ensures that the viewer comes into contact with the displayed offer for the first time.
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Conclusion: What is a customer journey?
The customer journey is an important part of marketing. The aim is to use touchpoints to create a bond between an interested/potential customer and a product or offer. Targeted measures from online marketing are used to ensure that the user takes an action (e.g. registration or product purchase).
