In a nutshell: What is a customer journey?
When talking about a customer journey, it describes the path a customer takes before making a purchase. It is possible for marketers to visually capture the customer journey in order to analyze individual touchpoints.
What is a customer journey?
The customer journey is often also referred to as the customer journey. In marketing, it describes the individual stages that a customer goes through step by step before ultimately buying a product.
The aforementioned path can be divided into different phases. All of them contribute to a customer making a purchase. Between the individual phases there are so-called touchpoints. To analyze the customer journey in detail, marketers often create a customer journey map. Here, they visually record all the individual steps to get a better overview.
Depending on the product, brand or service, the customer journey can vary in length. It can take a few minutes, hours or even weeks. In rare cases, even months are possible. In addition, the touchpoints vary. While some customer journeys have only a few touchpoints, others function with very 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 goal is to identify all of a customer's contact points (touchpoints). Thus, there is an opportunity to provide the customer with the best possible positive experience during their journey to the product. In addition, the goal is to increase business growth and ensure that, CUSTOMER CHURN customer churn as far as possible.
With the help of the customer journey, marketers are able to track and examine how customers experience a brand or a 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 component 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).
