The Customer Journey: Delivering the right content at the right time

The customer journey describes the path that a potential customer takes from their first contact with a company or brand to the purchase of a product or service. The term 'user journey' is often used synonymously and describes the path a user takes on a website.

The five phases of the customer journey are: Awareness, Consideration, Conversion, Loyalty, Advocacy. In each of these phases there are different touchpoints where the customer interacts with the product, the service or the brand. The goal of marketing is to deliver the right content to the customer at the right time in every single phase of the customer journey. Why is the customer journey relevant and how can touchpoints on the customer journey be used as an opportunity for marketing?

phases of the customer journey

• Awareness: In this phase, the potential customer becomes aware of the product or service. This can be the first contact with the brand or advertising campaigns such as TV spots or radio spots.
• Consideration: In this phase, the potential customer becomes more precise in his ideas. Here, the requirements for the product or service are defined and suitable solutions are sought.
• Conversion: In this phase, the potential customer chooses the product or service and makes a purchase decision.
• Loyalty: In this phase, the customer is satisfied with the product or service and is ready to become a repeat buyer.
• Advocacy: In this last phase of the customer journey, the customer is so satisfied with the product or service that he recommends it to friends and acquaintances.

The customer's purchasing decision is made along the customer journey.

Touchpoints on the customer journey

Touchpoints are the individual points of contact that the potential customer has with the product or service. These touchpoints exist along the entire customer journey. They take place both online and offline and can be, for example:

• First contact with the product or service
• search im internet
• Visit to the store or stall
• Testing or trying the product or service
• Communication with the company or the seller

Touchpoints on the customer journey are an opportunity for marketing. Through targeted marketing measures, companies can pick up customers at the various touchpoints and win them over.

Customer Journey Map

The customer journey map is a representation of the individual phases of the customer journey and the possible touchpoints that are distributed along the customer journey.

Creating a customer journey map is important to get a holistic view of the customer journey and to optimize the contact points for the different phases. It is also important to use the evaluated data to increase the customer experience and for marketing after creating a customer journey map.

Customer Journey Modell

An example of a customer journey model is the marketing funnel model. The model comprises four to five phases and supports the development of a customer journey. The phases of the model are:

• Awareness
• Interest
• Desire
• Action
• Advocacy

Using the example of a product or service, the customer journey is described from the first contact with the customer. A positive customer experience and a targeted addressing of the customer's commitment (usually in the form of an intention to buy) are the goal along the individual phases of the customer journey.

Online marketing and the customer journey

Online marketing is an important part of the customer journey. By addressing target groups and specifically addressing customer needs along the customer journey, companies can influence customers’ purchasing decisions.

Online marketing can be used in every single phase of the customer journey to inform the potential customer and to accompany him on the way to the conclusion of the purchase. The various channels for addressing customers also play a role.

A combination of online marketing and customer journey mapping is therefore particularly valuable. With marketing automation and targeted tracking of the touchpoints on the customer journey, companies can further optimize the customer journey.

Improving the customer journey for your company

Improving the customer journey for your company is important in order to retain and delight customers in the long term.

The optimization of the touchpoints on the different phases of the customer journey is done by creating a customer journey map. It is important to invest enough time in creating this map to map as many touchpoints as possible. The evaluated data can then be used to improve the customer experience and marketing.

The improved customer journey has a positive impact on customer satisfaction and customer loyalty. Companies should therefore deal with the optimization of the customer journey at an early stage.

Online marketing and the customer journey

Online marketing is an important part of the customer journey. By addressing target groups and specifically addressing customer needs along the customer journey, companies can influence customers’ purchasing decisions.

Online marketing can be used in every single phase of the customer journey to inform the potential customer and to accompany him on the way to the conclusion of the purchase. The various channels for addressing customers also play a role.

A combination of online marketing and customer journey mapping is therefore particularly valuable. With marketing automation and targeted tracking of the touchpoints on the customer journey, companies can further optimize the customer journey.

Improving the customer journey for your company

Improving the customer journey for your company is important in order to retain and delight customers in the long term.

The optimization of the touchpoints on the different phases of the customer journey is done by creating a customer journey map. It is important to invest enough time in the creation of this map.

FAQ

What is meant by the customer journey?

The customer journey describes the process that a potential customer goes through before making a purchase decision. The journey includes all points of contact (touchpoints) between customer and company along the various phases of the purchasing process.

Why is the customer journey important for marketing?

The customer journey is important to ensure that the customer is addressed with the right content at the right time. By clearly depicting the phases and touchpoints, companies can ensure that they deliver relevant content for their target audience along the journey.

What are the five phases of the customer journey?

The five phases of the customer journey are: awareness, interest, evaluation, purchase and retention.

What is Customer Journey Mapping?

Customer journey mapping describes the visual representation of the individual phases of the journey and the touchpoints at which customers interact with the company. The representation helps companies to understand the journey and identify potential weak points.

What are personas related to the customer journey?

Personas are fictional customers that are created based on characteristics such as age, gender, income, and other characteristics. Companies use personas to better understand their target audience and to create appropriate content for each phase of the customer journey.

What are touchpoints along the customer journey?

Touchpoints describe the points at which the customer comes into contact with the company along the customer journey. These can be physical places like a store, but also digital touchpoints like a website or social media channels.

What does customer experience mean?

Customer experience describes the overall experience that a customer has with a company. The experience includes all interactions with the company along the journey and significantly influences customer satisfaction and thus the purchase decision.

How can you improve the customer journey?

By evaluating the customer journey, companies can identify weak points and potential and take appropriate measures. This includes improving the content at the individual touchpoints, but also adapting the offers and products to the needs of the customers.

What role do online marketing and content marketing play in the customer journey?

Online marketing and content marketing are key to making the customer journey successful. Through targeted targeting, companies can deliver the right content along the journey and thus positively influence customer loyalty and purchase decisions.

What is the user journey?

User journey is a similar concept to customer journey but refers to the user experience on a website or in an app. The aim of the user journey is to understand and optimize the interactions of users with the digital environment.

Conclusion

The customer journey must always be the focus of marketing in order to support potential customers with the right content at the right moment. A targeted approach to customers along the customer journey and the optimization of touchpoints in the various phases lead to a positive customer experience and satisfied customers. The customer journey is therefore an important tool for improving customer satisfaction and customer loyalty.