The customer journey is the route consumers take to reach their purchase decisions. This journey comprises various touchpoints with the product and the company, and includes both online and offline activities. Customers pass through several phases on their way to deciding what to buy. Ideally, these phases should be supported by appropriate marketing activities, tailored to the individual customer’s requirements.
For marketing, it is particularly important to capture, analyze, and leverage data at all of the customer’s touchpoints with the product and the company. During customer journey analysis, the customers’ route to their purchase decision is observed and analyzed closely to identify which advertising measures positively impact on this decision and contribute to successfully making the sale. These findings form the basis for optimizing the deployment of all marketing activities. The objective is to better understand the purchasing behavior of all customers in all of the omnichannel business channels in order to provide customers with personalized offerings in real time.
Many software solutions and tools for this purpose are already available on the market. Approaches vary depending on the specific software vendor, and there are currently no generally accepted standards for conducting analyses of this kind.
Roughly speaking, the customer journey to a purchase decision can be broken down into the following phases:
After customers have bought the product, their touchpoints with the product and the company continue to be saved, whether they involve complaints, product queries to the call center, or other interactions.
The customer journey mapping method provides an overview of the various touchpointsthroughout the customer journey. This approach documents the experiences and the customer’s point of view, delivering insight into how and why a customer acts or reacts in a certain way in the various phases.
Customer journey mapping identifies potential improvements that will make the journey easier for customers. It is also possible to show which activities already used had a particularly positive impact. Good customer journey maps are based on accurate data and provide a breakdown of factors including customers’ goals, emotions, and touchpoints in each individual phase they pass through.
KPS supports you with the following essential activities:
More than 200 marketing and e-commerce experts at KPS tackle these questions each and every day. They support leading retail companies when it comes to analyzing large volumes of meaningful data and using it to create effective advertising campaigns. The KPS specialists are at your side throughout your technical implementation, from planning to building and introducing new technologies.