The term customer journey is particularly at home in the fields of eCommerce and digital commerce, digital transformation and iROI digital marketing. It describes the path that a customer takes from the first contact with a product or brand to the final purchase and beyond.
The customer journey consists of different phases, for example attention, interest, decision and loyalty. The customer has different needs and expectations in each of these stages. Companies analyse the customer journey in order to better understand how customers become aware of offers and what motivates them to buy. This helps to improve marketing measures in a targeted manner and to better support the customer.
An illustrative example: You see an advert for shoes on social media (attention), click on the advert, find out more about the product on the website (interest), compare prices on other sites (decision) and finally buy the shoes online (completion). After the purchase, you receive an email with care tips or a discount for your next order (retention).
Understanding the customer journey is crucial to making customers more satisfied and retaining them in the long term.
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