The goal: a seamless customer journey

Behind the term customer journey lies an extensive process with numerous exciting touchpoints or contact points. The process begins as soon as customers perceive the brand or company for the first time. The touchpoints are diverse and range from classic and digital advertising to product recommendations and product perception on the store shelf. A visit to the website or an interesting newsletter article are also effective touchpoints.

Several phases take place before a decision to buy a product or service is made. At the beginning, there are first points of contact with the brand or the products. Customers inform themselves and compare the product features with their own wishes and needs. Other factors, such as the presentation of the company, an uncomplicated purchase process and a suitable customer approach, influence the customer journey. The time it takes to make a purchase decision varies and can take minutes or weeks. The customer journey model can be used to develop tailored, user-centric strategies.

Trace "customer journey" for optimal customer experience

Successful companies closely analyze the path to the purchase decision. Customer journey mapping helps to capture this journey from the customer’s perspective. All experiences and perceptions are described and tracked as closely as possible. Touchpoints such as communication and marketing channels, keywords and content are assigned to the individual phases of the customer journey and documented.

The customer journey map visualizes the interactions within the phases. In the announcement phase, the products are noticed and, ideally, are remembered for a longer period of time. Increasing interest is characteristic of the information phase. Customers inform themselves about product details and properties. In the consideration phase, all product features are compared in more detail, as a purchase is considered in more detail. When the decision to buy is solidified, the product is ordered. The process differs depending on the industry and service offering.

This list of touchpoints helps to determine the current situation. This is described in more detail by analyzing decision points or so-called pain points of the customers. What factors motivate them to continue the Journey, where do they jump off. This is followed by a comparison with the target situation, which is evaluated on the basis of customer requirements, corporate goals and usability factors. This comparison produces clear fields of action and optimization measures that can be implemented in concrete terms.

At Faktor K, we use customer journey analysis for different cases. The journey can be completely analyzed, which is the ideal case. But also means that several departments in the company are involved and later go into implementation. Here, the customer’s complete journey with the companies is optimized.

But the Customer Journey tool is also promising for website concepts or for a new marketing strategy. Here, the respective touchpoints in marketing or on a website are then optimized. Of course, always with regard to the different customers and their needs.